Baggit Beauty Without Cruelty

Established in the year 1990, Baggit is definitely one of the most talked about fashion accessory brand now. The brand’s strong belief in ‘beauty without cruelty’ and it’s eco-friendly virtues helped it win the the PETA Proggy Award in 2007. Founder Nina Lekhi outlines the brand’s values and talks about the booming Indian accessories market.

What would you define as the core USP of your brand vis-a-vis competition?

Nina Lekhi (NL): We believe in ‘beauty without cruelty’ and use materials that are non-leather, recyclable and environmental friendly. Also, we make it a point to mix fashion and functionality together, and make sure to keep in mind the needs of the modern consumer before we design and manufacture our bags.

What is the sales ratio contribution of - bags: wallets: belts: others?

NL: The sales ratio varies on a month-on-month basis but in general, bags form a larger chunk of sales.

Tell us about the rising popularity of leather substitutes. What materials are specially enjoying demand, of late?

NL: Animal welfare and environmental awareness are changing the perspective of many and has led to the rising popularity of different leather substitutes like PVC, denim, etc. PU fabric is faux leather. These materials are cruelty-free and environmentally friendly and are now used extensively in the clothing, shoes and handbag industries.

Also, is there a movement away from leather to synthetic and textile based products?