Samsonite backs India's premium shift, resists discount battles

Anushree Tainwala vice-president—marketing, Samsonite

- Gaurav Laghate

India's booming travel market has ignited a fierce luggage war, pitting established brands against aggressive direct-to-consumer newcomers and budget-focused e-commerce platforms.

Amidst this intense competition, Samsonite, the global travel gear giant, is leveraging its premium positioning, overhauling its brand strategy and doubling down on its India-specific playbook.

In this interview, Anushree Tainwala, vice-president—marketing, Samsonite South Asia, breaks down the company's multi-brand strategy, its refusal to join the discount race, and why a 'tested like Samsonite' pitch is resonating more than flashy advertising.

Edited excerpts:

Samsonite has a global supply chain. What's India's role in the overall mix?

We manufacture in China, Vietnam, Thailand, Myanmar and Europe—but India is a core hub.