Ayush Tainwala has been serving as CEO of Bagzone Lifestyles.
He has been steering Lavie’s journey of premiumisation and brand evolution, with Lavie Luxe now emerging as a key growth driver for the company. Under his leadership, the brand continues to invest in strategic collaborations, influencer-led storytelling, and digital-first campaigns that bridge aspiration and accessibility.
Its latest campaign — “The Occasion Edit” — fronted by Alaya F, Uorfi Javed, Rhea Chakraborty, and Karishma Tanna, is a reflection of this vision: elevating Lavie Luxe into the premium space while connecting deeply with today’s modern, style-forward consumer.
Medianews4u.com caught up with Ayush Tainwala CEO Bagzone Lifestyles
Q. How would you describe Bagzone’s progress in 2025 versus 2024? Has the GST reduction helped?
It has been a great year for us in terms of expansion. In 2025, we experienced impressive retail performance and increased traction across Tier II and III markets, and double-digit growth of more than 20%.
The GST reduction has had a positive impact, as it is driving demand within the affordable premium segment and improving consumer sentiment.
Q. For 2026, what goals have been set? What will be the game plan to get there?
The game plan for 2026 is to drive profitable and sustainable growth by expanding our retail footprint and amplifying brand equity.
Another goal is to build 250 stores by the end of the fiscal year, alongside consistent investment in product innovation, digital transformation, and meeting consumer needs. Our growth strategy will be designed around strengthening our omnichannel presence and having deeper penetration in up-and-coming cities.
Q. In steering Lavie’s journey of premiumisation and brand evolution, what have been the key learnings?
One of the main learnings has been that premiumisation doesn’t just concern pricing. It is also about experience, perception, and quality.
What we learnt was to balance the aspirational aspect and the accessibility by concentrating on storytelling, design excellence, and consumers’ trust. It’s been about boosting every aspect while maintaining inclusivity and relatability.
Q. How is Lavie Luxe shaping the next phase of the brand’s growth journey?
Lavie Luxe is a strategic foray into expanding and capturing the premium accessories segment. It allows us to tap into a consumer base with taste in aesthetics, craftsmanship, and impeccable design.
Lavie Luxe has been the stamp of approval for us in premiumisation and will be an important growth driver, contributing approximately 50% of our total revenue this fiscal period.
Q. According to data analytics, where is the whitespace for growth? Will the entire country be focused on in 2026, or are you focusing on certain markets and TGs?
Our data is currently showing a strong potential in Tier Two and Tier Three cities, where awareness of premium Indian brands is rapidly on the rise. Likewise, consumers in metro cities remain important to us as they are the ones who drive trend adoption and online growth.
In line with this, we are optimising our product mix and marketing communication to cater to both – offering accessible luxury for the aspiring middle class and elevated designs for the urban segment.
Q. Could you shed light on the strategy behind The Occasion Edit and how celebrity collaborations are redefining brand storytelling?
The Occasion Edit is a celebration of Lavie Luxe’s craftsmanship and the brand’s relevance during festivities. Collaborating with celebrities and creators allows us to create authentic narratives that seamlessly connect fashion with emotion and the culture at large.
These collaborations help turn campaigns into experiences that resonate with our audiences and support Lavie’s position in the premium accessories space.
Q. Most brands today do not do any marketing activity without a clear line of sight on ROI and business outcomes. Does the same hold true for Bagzone?
Absolutely, it is the same for Bagzone. Our investments in any marketing activity are backed by data and measured for their contribution to successful business outcomes.
It is essential to closely track parameters such as sales boost, engagement, and brand recall to ensure that every rupee we spend translates into tangible value for us.
Q. Could you talk about the content-driven, digitally-led campaigns that one can expect moving forward?
Our campaigns are increasingly content-first, designed to engage consumers across multiple touchpoints. For instance, our “Work, Play, Slay” campaign with Ranveer Singh witnessed significant numbers in terms of engagement.
Moving forward, expect more digital-led storytelling, influencer collaborations, and creator partnerships that blend fashion and lifestyle with everyday functionality. Our long-term vision is to build the brand through high-quality, authentic content.
Q. Does the media mix skew heavily towards digital or does traditional media also play a role?
Currently, digital accounts for approximately 75%of our marketing spend. And this is primarily driven by performance, social, and content marketing.
However, we do not completely do away with traditional media. Outdoor and print, in particular, continue to play a critical role during festive periods and large-scale campaigns when it comes to reach and credibility.
Q. In building a premium Indian accessories brand in a highly competitive landscape, what does one need to keep in mind for success?
The accessories landscape in India is highly cluttered. Success in this category, then, comes from differentiating yourself and standing out, yet being relevant.
The key to doing so is having a clear design identity, consistency in quality, and a strong understanding of consumer aspirations. It is all about creating products that feel both fashionable and functional while building a brand that stands for trust and timeless style.
Q. What role is AI playing in helping streamline operations, optimise marketing strategies, and enhance the overall customer experience?
From improving inventory management and predicting demand to helping with sharper market segmentation, AI is enabling us to streamline and smooth several core functions.
We’re also using AI-powered analytics to understand ever-evolving consumer behaviour better and enhance overall efficiency across the value chain.
Q. Could you talk about the gameplan to strengthen relationships with online marketplaces like Amazon, Flipkart, Myntra?
Online marketplaces continue to be a vital channel for growth for us. We’re working closely with platform partners on customised assortments and co-branded campaigns.
Our main goal is to maximise visibility and conversion on these e-commerce platforms through enhanced product content and better merchandising.
Q. Is having a presence on retail media important during the festive season? Is the festive season over or does it extend to January 2026 for Bagzone?
Retail media is immensely critical during the festive season since it’s the time when consumer intent is at its peak.
For us, the festive period extends well into early January, with gifting and travel demand. To sustain sales momentum and brand recall into the new year, it is crucial for us to maintain visibility during this extended period.
