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The company targets Rs 100 crore revenue from this segment in the next five years from IRTH and Fastrack bags.
Over the past few decades, India has seen many changes within the women’s handbag category. From clutches to totes, different brands cater to different needs of all types of consumers.
Every woman owns multiple handbags for different occasions. Today this segment is not only limited to styles and colors. It expands to events, features, etc.
Recognizing this market potential, the Titan Company announced the launch of the brand IRTH (pronounced Earth). The brand has a product portfolio that includes business bags, tall totes, shoulder bags, handheld bags, sling bags, crossbody bags, clutches and wallets. Other specific need-based categories include delights and organizers.
Commenting on the potential of this segment, Kanwalpreet Walia, Head of Marketing, Fragrance & Fashion Accessories, Titan Company said: Our goal is for IRTH and Fastrac bags combined to earn him Rs 100 crore in organized women’s bags category in the next 5 years. ”
“Whether it’s for work, socializing or grocery shopping, women have many opportunities to carry handbags. We only offer bags that are thoughtfully designed and full of possibilities.”
The Indian women’s handbag market is dominated by major players such as Baggit, Capri Holdings, Da Milano Leathers, Hidesign, Lavie, LVMH Moet Hennessy – Louis Vuitton, The House of Tara and VIP Industries.
Compared to other leading brands, IRTH ventures into unique categories and features. IRTH bags are priced between Rs 2,595 and Rs 5,995, but the wide portfolio caters to different consumer needs.
“Many of today’s specific need-based bags aren’t the most stylish. The Delights range is an evolved cluster, starting with the mommy bag: insulated milk bottle slot, diaper changing mat, and water repellent for dirty clothes. It comes with a slot so you can go hands-free, and it has a detachable strap that hooks onto your stroller,” Waria says.
“The Delights range comes with padded shoulders, key chains, wire organizers, removable pouches and more to keep secrets and valuables safe.”
Additionally, the brand plans to enter other categories such as artist bags, modern gym bags and camera bags.
By the end of April 2023, the brand plans to open two to three branded outlets in the country. IRTH is now located at the Shoppers Stop outlet. “In addition to e-commerce, our own branded outlet and website (IRTH.in) and department stores will be big for us. We are looking at all channels.”
First, the brand will expand into the Top 8 cities and Tier-II cities.
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