The world of fashion is no stranger to radical concepts. One such is for a brand is to market itself as ‘vegan’ and Baggit has found success with this. Founder Nina Lekhi—recognized as one of the most powerful women in Indian business— speaks about how the brand has grown since it was established 26 years ago, its customer service philosophy, and the role of innovation in its growth.
During my college days, when T-shirts with simple slogans were popular, my friends and I thought about bags with simple slogans as an alternative to T-shirts. That is when I thought of making bags. To make bags with attitudes, I started exploring eco-friendly materials, which became an instant hit. Thus, it was a major factor differentiating Baggit from other brands. That was my first founding lesson in marketing— for a brand to be successful and be driven by passion, the founder needs to believe and own it completely.
Our fashion accessories are made purely from cruelty-free and innovative materials, and are meant for the modern Indian woman. We design a variety of bags—that include slings, purses, wallets, clutches, shoulder bags, totes, and satchels—in vibrant and trendy colors that are invigorating enough to bring allure, and satisfy our customers. Our products are high on functionality and style, and we have something to suit every occasion.
innovation—a boon
Innovation plays a big part in the creation of new collections and consumers today are very much aware about the concept of cruelty-free brands. Apart from being fashion conscious, they are also conscious about using environmental friendly products. Our materials, made synthetically, last longer and are hassle free to maintain. This is the feedback consumers have shared with us, and it has helped us create more innovative designs. That is why we have been awarded by wellknown organizations like PETA under various categories, making us the favorite brand among Indian consumers. We, as a fashion brand, do our best to keep up with the latest trends. We make sure the styles are new and integrate USPs, keeping in mind comfort and convenience. Besides being highly fashionable, we also make sure our products are high on functionality and the fabrics used are recyclable.
one brand, one family
This story is from the March/April 2017 edition of The Smart Manager.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber ? Sign In
This story is from the March/April 2017 edition of The Smart Manager.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber? Sign In
Building A Quality Culture
A strong company culture defined by its values, beliefs, and behaviors, has a profound impact on its products and services. More so in today’s VUCA world, where to stay relevant and maintain a competitive edge, it is critical for organizations to build a culture that focuses on quality. Suresh Lulla, author of Quality Fables, elucidates through significant examples how creating a culture of quality is imperative to driving success and productivity.
Customers For Life
The history of General Motors in India can be traced back to the 1920s, when it became the first automotive company to set up an assembly plant in the country. The relationship since then has not been as fruitful as GM would have hoped. GM’s flagship brand, Chevrolet, was introduced in India to build upon the success of the popular Opel marque. However, success has been fleeting at best—an issue that GM India is determined to rectify. It aims to do so by adopting a two-pronged approach: using customer feedback to influence product development, and delivering a superior sales-to-service experience.
The Digital Shift
… technology will radically disrupt HR in the near future. Indeed, it is already changing the way HR works and the role it plays and opening the door to a new type of “digital HR” function.1 The rise of digital and social media is changing the dynamics of HR and creating new ways of hiring, engaging, and retaining employees.
The Story Of Telling
“The best brands are built on great stories,”* this remark by Ian Rowden best captures the strategy of diligent brand building. Much more than attractive logos or the products themselves, what builds a brand is how successfully a story is woven around it. Brand marketers have to be good storytellers indeed.
Complexity Is Simpler Than You Think
Kay Kendall and Glenn Bodinson, authors of Leading the Malcolm Baldrige Way, shatter myths about excellence models such as Baldrige and EFQM.
Proponents of Isolation Never Become Victors
Multilateralism in the political and economic space has always led to frameworks that favor the mighty. WTO was no exception. With agriculture kept out of its purview, it could never become a truly fair and free trading system. China was the only large emerging economy that exploited relative openness in low-cost manufactured goods to take full advantage of the system. Other emerging economies could at best garner minor gains.
A History Lesson (From Year One) for Trump and the Brexit Crowd: Isolationism Has Never Worked!
Professor Stephane Garelli on growing isolationism.
A Win-Win Game
Business is not a sport where some stakeholder has to lose or fare badly for others to do well. Building an atmosphere of trust and transparency between all stakeholders will help companies retain them even during adverse times.
A Sustainable Model
With a total market value of $4.3 trillion and an employment base of at least 1.3 million direct employees and millions of others indirectly employed, platforms have become an important economic force.*Companies today are constantly looking for ways to build platforms—Infosys Ltd announced its plans of monetizing its platforms to make them a $2 billion business by March 2021. But are all platform businesses successful?
Custom Made
…three in four consumers said they receive too many emails from brands, and one-fifth said they could not handle the current volume…69 per cent have ‘unfollowed’ brands on social media, closed their accounts or cancelled subscriptions.*In these times, when the market is flooded with products and services, the most efficent way to engage customers is to offer them customized content. To achieve this, brands need to focus on observing the nuances of individual preferences.
