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

The brand has plans to focus on digital marketing.

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. 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.”

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