Baggit eyes the untapped mass segment and launches Enoki

Baggit is the largest-selling handbag brand in the country and has a powerful online and offline retail presence. Eying the opportunity that the mass of India provides – Baggit is launching Enoki – one of its kind brand that aims to compete with the huge unbranded segment.  It is estimated that for every branded handbag sold, there are over 30 unbranded bags sold. 

Mrs. Nina Lekhi, Founder, of Baggit India Pvt. Ltd., shares “While the opportunity is huge it was important to understand the need and as we discovered, it’s pretty difficult to fulfil! No wonder no brand has ever thought of foraying in this segment”.

The unbranded segment offers very attractive price points but is plagued on the quality front. There is no concept of guarantee or warranties. While there was a need for branded handbags for this segment there was no brand that dared to enter this segment with a quality branded option.

Mrs. Lekhi adds, "We have entered at a low price point as we see a lot of hardworking customers are looking for reliable quality handbags and we want to be the ones to fulfil this need."

Talking of Enoki’s unique proposition, Vicky Ahuja, Director Sales and Marketing, of Baggit India Pvt, “We wanted to create Enoki handbags and accessories a ‘No Compromise’ product! One that matches the price of this unbranded segment, but over-delivers on the quality aspect. We created Enoki with prices starting at as low as Rs. 499 for a handbag but we provide the much-needed assurance to our customers with a 6 months warranty.” 
We asked Mrunal Thakur about her association with the brand, " when it comes to fashion my mantra is ‘Styleisure (Stylish + Comfortable)’. When Enoki approached me I was excited to be part of it and also get associated with Nina Lekhi. She is not only an inspiration but also a true embodiment who has transformed Made in India brand so distinct that allows you to stand out. I'm thrilled to be part of the Enoki family. Through this association, we aim to ignite a stronger women’s narrative for the brand"

The brand will be handled by 0101. They will be looking at creative initiatives, performance marketing, and social media. Talking about the brand communication strategy, Ajay Verma, Managing Partner adds, “The key, as identified by the team, was to keep it simple and rally the brand on functional benefits. Enoki offers superlative quality in a segment that has never heard of warranties. It was their confidence in the quality that motivated us to come up with the brand idea – Sahi Quality, Sahi Price.” 

Speaking on the brand launch plans Mr. Ahuja adds, “We have signed up with Mrunal Thakur. Her recent success and connection with our audience are great. Her presence will certainly add to our concerted brand push.”

This straightforward proposition - Sahi Quality, Sahi Price has already caught the fancy of this segment. Vicky further adds, “The sales are better than our aggressive ambitions. We are now planning to launch a few new collections under Enoki and promote it in a much bigger way”. Enoki is available online on Myntra, Ajio, Amazon, Flipkart, Limeroad, Snapdeal and offline in retail stores like Spencers and Reliance Trends and has been winning the hearts of the mass Indian consumers with every passing day. Plan is to also open Kiosks/ Exclusive stores in malls and strategic locations.