MAM

Vegan handbag brand Baggit to up marketing spends to 8% of overall budget

The brand has plans to focus on digital marketing.

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/03/18/nina.jpg?itok=9-Ofwjhv

MUMBAI: Veganism has taken the world by storm. Surprisingly, the cruelty-free lifestyle has found a space not only in the kitchens but also in the wardrobes of its patrons. Much before the wave of vegan lifestyle rose to its crescendo, a home-grown brand had adopted this into its products exceptionally. Baggit, founded by Nina Lekhi in 1990, creates stylish vegan handbags for women. In fact, it pioneered and perfected the concept of using traditional handicraft skills to create modern designs with non-leather, eco-friendly materials.

Last year, as per reports, Baggit’s revenue touched around Rs 160 crore and this year the brand is looking at 25 per cent revenue growth. The brand has 52 exclusive Baggit stores and is present in more than 1,000 retail outlets through large format stores as well as multi-brand outlets across the country at present. It has also entered international markets like Sri Lanka, through a multi-brand outlet, and is planning to launch in Dubai soon.

Indiantelevision.com recently got in touch with Baggit MD and chief design curator, Nina Lekhi and talked to her about the amazing journey this brand has taken and how marketing it the right way without spending much helped in making one of the most preferred handbags brands.

Lekhi sees the vegan market in India only growing. She says, “When we talk about the vegan product market specific to India, it is classified based on the offerings - you get a variety of products, from vegan foods to vegan cosmetics, vegan bags and shoes etc. There are brands in the lifestyle space offering vegan cosmetics, shoes, and handbags, and in the coming years we will see more of vegan products in the market.”

Talking about incepting Baggit with a vegan approach, she shared, “I wanted to bring in the concept of cruelty-free in my handbags. At Baggit, our USP lies in being an eco-friendly brand with a wide range of vegan products which helps us create a special niche for Baggit in the hearts of our consumers.”

Not just with the brand concept, Lekhi has always been very particular about her marketing approach as well. The brand has never incorporated the vegan approach in its communications. Lekhi shared, “Marketing and promotion are what Baggit as a brand believes in to reach out to right target audience. Last year our marketing spends were around 5 per cent while this year we will increase it to 7-8 per cent of our overall budget. We have introduced an omnichannel approach in our marketing plans which is doing well. To meet high customer expectations, we’ve been doing a lot of digital activities. We seek to provide customers with a seamless shopping experience whether the customer is shopping online or in the stores. We do more of digital and OOH activities and limited print advertisements.”

She adds, “At Baggit, we are quite active on digital platforms, the influencer and blogger space – not only for promoting the product but also creating awareness about the brand, new offerings and developing and building on our relationships with fans and customers. We do contest-based activities with bloggers and influencers on Facebook and Instagram.”

On being asked what role does the e-commerce platforms play in promoting brands like hers, Lekhi quipped that it is not about sales but providing more opportunities to the consumers. She said, “Today e-commerce offers a lot of options to a variety of audience. Unlike in past years, the approach of buyers and sellers has changed. The audience has become smarter and the majority fall into the millennial category. We are available on e-commerce platforms like Myntra, Amazon, Paytm Mall etc. but having said that we are also expanding our reach through physical stores in tier II, tier III cities and the international market. It’s not about sales but about providing more opportunities to customers as per their convenience which will eventually help in increasing sales. Baggit receives 3-4 per cent sales through online platforms.”

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/03/30/byke.jpg?itok=-0GDd1dG
THE BYKE HOSPITALITY LTD EXTENDS SUPPORT TO LOCAL AUTHORITIES TO SET-UP QUARANTINE CAMPS

MUMBAI: The country is under turmoil because of the ongoing global pandemic- COVID 19. While the government has united its people to fight this deadly virus from spreading and the country is under a strict lockdown, it’s heartening to see organizations coming out in full support to extend support...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/03/30/cavin.jpg?itok=8oQkjBSu
CavinKare serves nation with sanitizers under CHIK, Nyle and Raaga professional brands

MUMBAI: CavinKare’s CK Ranganathan is set to make his father’s vision of ‘Whatever the rich man can enjoy, the common man should be able to afford’ a reality again. At a time of extreme anxiety and duress in the country due to COVID 19 (coronavirus), the company has responded with the most needed...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/03/30/myupchar.jpg?itok=RVsQpgE-
myUpchar promises profits from medicine e-commerce to PM CARES Fund

MUMBAI: Online health services company myUpchar.com will donate all profits from medicine e-commerce during the lockdown from 24 March - 14 April 2020 to the Prime Minister's Citizen Assistance and Relief in Emergency Situations Fund (PM CARES Fund). The three-year-old health start-up announced the...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/03/30/loom.jpg?itok=XTOarTwv
Media Mantra bags Loom Solar’s nationwide PR mandate

MUMBAI: Media Mantra, India’s fastest growing PR consultancy has bagged the public relations mandate of Loom Solar - a Faridabad based startup.  Loom Solar Pvt. Ltd. is a manufacturer of Monocrystalline solar panels and AC modules. Media Mantra will be managing the brand’s image as a consultant and...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/03/30/woop.jpg?itok=F7-PkPPb
Gemius Design Studio conceptualises #GetHighAtHome campaign for Woop Trampoline Park

MUMBAI: Gemius Design Studio- 360 Degree marketing and branding agency conceptualized and executed #GetHighAtHome campaign for India’s largest trampoline park- WOOP. Through this campaign, Woop urges its audience to remain healthy and fit during the quarantine period.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/03/30/hhh.jpg?itok=blHI_iie
Doceree to let companies to advertise on its platforms for free amid Corona lockdown

MUMBAI: Coming to the aid of pharma, medical and healthcare companies amid coronavirus mayhem globally, Doceree, World’s first Ad Exchange for branded Healthcare Professional Marketing, has said it will allow companies to advertise on its platforms for free and help them reach out to doctors...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/03/30/onsitego.jpg?itok=MBz_9P2b
Onsitego launches a fund to support service partners during COVID-19

MUMBAI: After-sales services company Onsitego recently announced the ‘Onsitego Cares Fund’ initiative, introduced for financial assistance to employees and service partners facing distress during the time of lockdown. Any employee or service center staff affected by the COVID-19 pandemic in need of...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/03/30/social.jpg?itok=23OXJHXU
Marketers, agencies adopt socialistic approach in times of Covid-19

NEW DELHI: One thing that the ongoing lockdown, imposed in view of the global pandemic of Covid-19, has managed to do is to drastically increase the digital consumption in India. As per a BARC report, launched Friday in association with Nielsen, smartphone consumption has seen a surge of 6 per cent...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/03/30/ads.jpg?itok=xmnHUOWN
Digital advertising saw 24 per cent growth in 2019 : FICCI-EY report

Despite headwinds, India’s importance in global advertising increased in 2019. The forecasted 2020 growth rate of 11 per cent for India is more than twice the average rate of the top ten countries, according to FICCI-EY 2020 report.

MAM Marketing Brands

Sign up for our Newsletter

subscribe for latest stories

* indicates required