Being Atrangi – the essence of Baggit

From being one of the earliest Handbags Brands to launch in India in 1990, Baggit currently is in a crowded market with stiff competition from at least 20 Brands in India as well as in international markets. Most of the Brands exhibit largely the values of Quality; Fashionableness; Functionality; Variety and Durability, even though on pricing, there are some significant differences. Baggit is a market leader in India and has a significant presence in Gulf countries, which is entered over a year back. This blog is about discovering the secret sauce that makes Baggit so successful.

I was more of a free-spirited girl in my formative years with my family fully supporting me in whatever I wanted to do. I knew even then that my dreams were somewhat different than my closest friends, who desired a normal family life like others. I felt that I was different but didn’t know then what was special or unique about me.

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My moment of epiphany came when I flunked the foundation course in design at Sophia Polytechnic and had to sit out till such time I passed the exam. Instead of wallowing in self-pity, I channelized my energy into making clutches and handbags from home in addition to working as a counter salesperson in retail. That taught me to understand customer needs intuitively and I would recommend periodic stints in attending to customers as the minimum that everyone in the fashion industry should emulate.

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Some of my initial designs of handbags were unique in the sense that they were using items/components in an unexpected manner. While such “Atrangi” styles were appealing to a niche segment of customers, the Brand imagery started taking root in the unique styling of the handbags. This not only made Baggit stand out in a crowd, but also lent its distinctiveness (“atranginess” in short ).

“Atrangi” styles face the same rules of success like any other designs in the fashion business. In fact, they are riskier than the general run of the mill styles. There is always the temptation to cut down on “atranginess” in the design to be safer and to build larger volumes that are provided by safer designs. We have resisted such temptation and encourage our designers to express their individuality in the designs that they create. In fact, we are taking the “atranginess” in all facets of our business ( from store design to selecting people who would work for the Brand to customer experiences that we deliver
and so on ). I am excited and can’t wait to see how the whole company gets transformed in our pursuit of “atranginess”

 
Nina Lekhi