Be Etcetera

Etcetera, created out of love for bags by Ashima Gulati, a design professional, having been in the design space for almost 25 years, designing furniture, lights, fabrics and now bags. Ashima shares with Dipika Chopra, S&A, her exciting and eventful journey manufacturing consciously priced contemporary bags from a variety of handloom and luxury textiles.

- Dipika Chopra

What is your favorite part about being an accessories designer / brand?

The entire process of designing, starting from the inspiration to the final creation of the idea is exciting. I have enjoyed design in various aspects. Designing accessories is not restrictive about age, shape, size, or space.

What is the brand's USP? What sets it apart from competition?

The idea with which the brand was started was to create bags that were Different from the regular neutral colors that have been around now, by using more vibrant colors and bold patterns. We have also consciously steered away from animal leather and have used a wide range of fabrics for the bags. The effort is to create consciously priced bags without compromising on quality.

Who are your direct competitors?

I feel each brand has its own USP so all brands would be catering to a slightly different need. For e.g., our USP is bags made from varied fabrics, textiles, and faux leather. However, if you had to see from styling & similar price points there would be Miraggio & Shop Mistry and if you see from a similar purpose point of view i.e., cruelty free/ non-leather bags there are brands like Rashki who are catering to a similar TG & market.

What are your price points you offer?

As of now, Etcetera carries a range from ₹1500/- for card wallets to ₹7500/- for some of its festive collection bags.

From the advertising perspective, how is Etcetera bags as a brand going to be projected?