NEW DELHI: Expanding beyond the 3000-odd pin codes that it serves today with its delivery channels, Baggit will soon be touching more than 25,000 areas with its supply chain, diving deep into the hinterland India, brand’s head of marketing Atul Rohan Garg announced during the Beauty & Lifestyle Virtual Roundtable hosted by Indiantelevision.com on Saturday.

“I was reading some statistics provided by an e-commerce platform stating that metro cities are only contributing to 40-42 per cent of our sales and the rest 60 per cent is coming from the rest of the country. So, our focus is to touch more of tier 2, tier 3, and tier 4 cities,” he elaborated.

He added that his intention is not only to drive sales but be present as many touchpoints as the brand can. “This whole mechanism has the benefit to take customer feedback, which means I have a control on ROI from service-level and not only from a brand level.”

Additionally, the brand will soon be rolling out video calling facilities for its consumers to give them digital assistance while buying Baggit products.

Garg elucidated that for brands, it is not just about pedalling through the ongoing crisis but also maintain a strong foothold in the coming 2-3 years, which are going to be really rough. That’s why his core focus remains on strengthening the sales side capabilities of the brand.

For the production side, according to him, the advantage that the brand holds is that they design and manufacture in India. Therefore, it is easier for them to keep a vigil on the operations, quickly include client feedback, and maintain a robust system in place.

Speaking about his experience of managing the brand during the lockdown, Garg noted that the two things that really worked for the brand were influencer marketing and CRM.

“Influencers were not only making lookbooks for us but also remotely shooting campaign videos, going up to our stores and showing people how safe is that and were taking us to new markets. Our CRM, which is very strong, enabled people to shop online smoothly,” he quoted.

He also shared that their fully digital brand GG performed exceptionally well during the lockdown, surprising them with the response it got as they were not expecting sales to happen during the lockdown.