Titan’s latest foray into lifestyle is redefining women’s handbags

The company is targeting revenue of Rs 1,000 crore from the segment over the next five years from IRTH and Fastrack bags.

Over the past two decades, India has witnessed many transitions in the category of women’s handbags. From clutches to tote bags, various brands now cater to the different needs of almost every type of consumer.

Every woman has several handbags for different occasions. Today, this segment is no longer limited to style or color. It extended to occasions, features, etc.

Recognizing the potential of this market, Titan Company announced the launch of an IRTH (pronounced Earth) brand. The brand offers a portfolio of products ranging from work bags, large totes, shoulder bags, handbags, shoulder bags, crossbody bags, clutches and wallets. Other specific needs-based categories include delights and organizers.

Speaking on the segment’s potential, Kanwalpreet Walia, Head of Marketing – Fragrance and Fashion Accessories Division at Titan Company, said, “The unorganized market for women’s handbags in the country is valued at over 4,500 crores. of rupees, of which the organized bag segment at present accounts for Rs 1,600 crore.Our ambition is to earn Rs 1,000 crore in the women’s organized bag category over the next five years, combined with IRTH bags and Fasttrack.

Kanwalpreet Walia, Marketing Manager – Fragrance and Fashion Accessories Division at Titan Company

“Whether it’s for work, dating, or grocery shopping, women have plenty of opportunities to carry handbags. We only provide bags that are thoughtfully designed and filled with possibilities.”

The Indian women’s handbag market is dominated by major players like Baggit, Capri Holdings, Da Milano Leathers, Hidesign, Lavie, LVMH Moet Hennessy – Louis Vuitton, The House of Tara, VIP Industries, etc. How does the IRTH intend to stand out?

Compared to other major brands, IRTH has forayed into unique categories and features. Even though IRTH bags are priced between Rs 2,595 and Rs 5,995, the wide wallet caters to the diverse needs of consumers.

“Today, many bags according to specific needs are not the most stylish. The Delights range is an evolving group, starting with mum bags. They come with slots for insulated milk bottles, changing mats, water repellent slots for dirty clothes and can be hands free. , with detachable straps to attach to the stroller,” says Walia.

“The Delights range consists of shoulder pads, key rings, wire organizers, removable pouches and more to keep your secret items secret and your valuables safe.”

Additionally, the brand plans to branch out into other categories, such as an artist bag, a modern sports bag, and a camera bag.

By the end of April 2023, the brand will set up 2 to 3 exclusive points of sale in the country. IRTH is currently present in Shoppers Stop points of sale. “Besides e-commerce, our own exclusive outlets and website (IRTH.in), as well as department stores will be important to us. We will look at all channels.”

Initially, the brand will foray into the top eight cities and Tier II cities.

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