Mumbai: Baggit, an Indian vegan bag and accessory brand sets it apart from the other brands in the market through innovative campaigns. Baggit enjoys a pan-India presence and their range includes bags, wallets, caps, belts, multi pockets like iPad, laptop & mobile covers & utility kits. It is the only bag brand which is led by a woman. The bag manufacturer had made a campaign #PutItOnTheTable with B’Town’s leading actress Shraddha Kapoor. The campaign showcases instances where a woman’s voice is unconsciously ignored. Society has conditioned us to ignore it by not raising its voice against such unacceptable behavior, hence reinforcing it with both genders. The campaign aims to change that where women are now changing the rules. Atul Garg, CMO of Baggit, speaks exclusively with TVNews4U on the campaign and market dynamics.
What is the size of bags and accessories market in India and where does Baggit stand right now…?
When we talk about the Indian market, bags and accessories have always been a very important part of fashion. With time, the market has grown and incorporated a wide variety of trends. India’s bag and accessories market size is approximately *Rs 25,306 crore, and the market has grown over the past few years with a variety of differently categorised product offerings. Bags and accessories are not just an fashion statement but part of individual’s identity. From stoles, scarves etc. to the ruling accessories like bags, jewellery and wallets etc. everything holds its significance place in the market share. When it comes to Baggit, it has been growing exponentially as presently the brand is present in 100+ cities through 50+ Exclusive Baggit Stores and 1000+ counters PAN india. With digitization, a multichannel approach and integration strategies Baggit is looking at a double digit growth by the end of next financial year.
What do you emphasize with campaign #PutItOnTheTable and How did Shraddha Kapoor help the brand to connect with the TG…?
We considered a lot of subjects we could explore for the campaign, including a pure fashion ad film. However, there was one subject that we were keen to pursue, and that was ‘mansplaining’. The more we explored the subject, the more we realized this was a global concern affecting women across various backgrounds, so why not talk about it? So, our campaign sought to integrate this messaging with the kind of fashion and style that Baggit represents. Our TVC therefore highlights message, talking to consumers about how gender roles are repressive and that there is no place for gender-based power games. The product integrated with the phrase ‘put it on the table’, while also emphasizing that everyone should have a right to speak and share opinions.
Our decision to make Shraddha Kapoor our brand ambassador was based on consumer and trade research. We had three options for brand ambassador in mind, and when we analyzed consumer and trade feedback, Shraddha seemed to have everyone’s vote. Moreover, when we even considered her work, and the kind of movies she has signed on, she just seemed like the perfect fit for Baggit. She likes to experiment with new ideas, while also staying practical in her approach, which is what makes her truly representative of everything that Baggit stands for. She was also clear that her association with the brand should be a meaningful one, which is why our campaign talks much more than fashion and is not your run-off-the-mill fashion brand TVC.
Being the Vegan Bag, Do you have an edge over the others..?
I personally don’t believe in competition. I feel that we are a fashion with a purpose brand, something that has always set us apart. Choosing to be a vegan product – cruelty-free and eco-friendly – is crucial for us. Being a business with a cause was an idea 30 years ago, but today it is the driving force of our company, our vision and something our consumers identify with us and trust us for.
And it’s important to keep driving home the point, whether it is through our products or the allied messaging we send out. As a brand we strive to provide high-quality products. But carving a niche goes beyond that. It is important to ensure that we are also perceived as a brand with strong core values, ethics and beliefs. This comes out in our messaging: whether it is to reinforce our commitment to be vegan, or encourage conversation on important socio-cultural narratives, so that our vision to be a brand with a cause is justified. That is what we are purely focusing on. At Baggit it’s not about having an edge but sharing a common belief that people can resonate with us not just as a consumer but as a stakeholder.
Do you think accessories like Bag reflects the persona of a consumer? What are the findings of your study?
Definitely, I believe that Fashion is the language of a culture. It represents the ethos, traditional values and the journey of a civilization collectively. Coming to accessories, as we know today, they are widely used as a medium of expression: A part of our own personality which we want to reflect depending on style we wish to adopt, the occasion, our mood and trends that are on point. It is indeed an interesting phenomenon that bags have also become an integral part of an overall fashion statement for youngsters today.
Which are your preferred media vehicles and What is the share of ad spend allocated towards diff mediums..?
We have a 360-degree approach in case of usage of media vehicles. It varies year on year depending on the marketing campaign and business objectives.
What is your long-term strategy for expanding the reach and recall of your Brand..?
We have already planned expansions in tier II and tier III cities. We are focused on accessing the global markets very soon. For expanding the reach and recall, we experiment with the content and also with the choice of media platforms. This year, we have come up with 2 TVCs, one thematic and the other product focused.
Do you think eCommerce is a boon for bags and accessories range, Could you share the percentage of your eCommerce sales vs Retail.?
Technologically speaking, it’s a great opportunity for us to be there online and be available at the fingertips of the buyers. We get a wider reach in multiple cities and the consumers know we exist as a Vegan brand with certain range of products. Certainly, the advent of e-commerce as a platform has done wonders to this category both as a seller and as a communicator for the brands. But it is still not very organised as a sector, and I think there are some shortcomings to it, which we need to work on to get the desired level of output from it.
We have a holistic approach through omni channel strategy and also through our own asset baggit.com, thus aiming at a double-digit growth.
Do you think Technology can help brands grow better in this digital age… How…? (Machine Learning, AI and Block chain etc)?
I think the amalgamation of technology with branding has led to the beginning of a new era. Branding has become more vociferous on the digital front as compared to offline. There are again two sides of measuring this, if we are looking at this from the perspective of Information Processing and Retrieval – “Consumer Security, Research and Analytics, Online Marketing, 24X7 Support, Market Insights, Consumer Behavior, and Ease of Accessibility” we have everything available just one click away. That has made our work, adaptation to the environment and identifying consumer needs incredibly easy. We are firming our grip on the recently launched CRM, with more insight on customer data, their buying patterns etc. and are expecting it to contribute to a larger extend to our business. Omnichannel strategy still remains as a larger approach to give holistic solutions to the end consumers.