Latest news with #Kamiliant
Mint
11 hours ago
- Business
- Mint
Samsonite backs India's premium shift, resists e-commerce discount battles
Mumbai: India's booming travel market has ignited a fierce luggage war, pitting established brands against aggressive direct-to-consumer (D2C) newcomers and budget-focused e-commerce platforms. Amidst this intense competition, Samsonite, the global travel gear giant, is leveraging its premium positioning, overhauling its brand strategy and doubling down on its India-specific playbook. In this interview, Anushree Tainwala, vice-president—marketing, Samsonite South Asia, breaks down the company's multi-brand strategy, its refusal to join the discount race, and why a 'tested like Samsonite' pitch is resonating more than flashy advertising. Edited excerpts: Samsonite has a global supply chain. What's India's role in the overall mix? We manufacture in China, Vietnam, Thailand, Myanmar and Europe—but India is a core hub. Samsonite has just three owned factories globally: two in Europe and one in Nashik. Our Indian factory alone produces over 5 lakh pieces monthly, serving both domestic and global subsidiaries. Hard luggage is largely made in-house; soft luggage leverages vendor networks. But everything is engineered and designed internally—no off-the-shelf trading. Also read: Monsoon & Musings: India's ad brains ponder Goafest's future Post-Covid, your India portfolio looks more layered, premium, but also broader. Is it intentional? The brand's positioning hasn't changed—we've always been premium. But what's changed is the Indian consumer. People now buy high-end products here instead of picking them up abroad. While our entry pricing stays at ₹10,000, we now offer ₹30,000– ₹40,000 collections, too. And it's not just metros; demand is strong from Indore, Bhopal and Jaipur. Consumers are seeking both functionality and status. After the post-pandemic boom, has travel demand stabilized? It has normalized, yes, but on a higher base. There's a structural shift, more frequent short breaks, and blended business-leisure trips. New D2C brands are adding momentum, even if their scale remains modest. Mokobara often gets mentioned in the same breath now. They've built awareness and helped grow the category, especially among younger audiences. But long-term performance still matters. Globally, we've seen similar brands rise fast and plateau. We're not chasing acquisitions in India. We already have a strong multi-brand play. Also read: Third time's the charm for this startup looking to ride India's gaming frenzy How is that portfolio segmented? Three main brands—Samsonite, American Tourister (AT), Kamiliant. Each has a clear role. Samsonite is for the engineering-obsessed frequent flyer. American Tourister is energetic, colourful and more mass-premium. Kamiliant targets value-conscious first-time buyers. Then there's Tumi, managed by Reliance Brands. We've built Kamiliant to stand on its own now; earlier, it was 'Kamiliant by AT", but that tie is gradually fading. Your campaign for Samsonite 'Tested Like Samsonite' felt like a shift. That campaign was rooted in consumer research. Loyalists told us they loved our deep product engineering. Things like 32-part wheels and drop-test sensors. So we leaned in. We showed boxer Mary Kom smashing bags, an F1 driver towing one and Amitabh Raj's story of resilience. Instead of glamour, we focused on trust and testing. For AT, we created a music video with Siddhant Chaturvedi. Kamiliant, meanwhile, took the comic route—Ganji Chudail and Komolika-style content. Each brand has its own creative lane. With so many campaigns, how do you assess RoI? Celebrities bring reach; influencers build authenticity. We measure not just conversions, but engagement and long-term equity. Ganji Chudail's Kamiliant video, for example, got over a lakh shares—organic reach like that is gold. What's your marketing spend as a percentage of sales? Around 6–7% of topline. What role does quick commerce play now? We're live on Q-commerce with AT and Kamiliant. There are logistical hurdles, delivering luggage on a two-wheeler isn't easy, but we see use cases like urgent last-minute orders. It's still early days. But you also hinted at pulling back on e-commerce. E-commerce has become a bidding war. It's less about brand discovery and more about algorithmic placement. We've chosen to focus on sustainable growth and profitability. We're present online but don't overinvest in chasing ranks. What about sustainability? Every bag we sell now has a lining made from recycled PET bottles. Globally, we follow strict green norms, even if we don't actively market it in India yet. Indian consumers aren't demanding it yet, but the shift will come. Gen Alpha may grow up with it as a default expectation. Also read: From milk delivery to FMCG - Chitale Bandhu now seeks to make a mark with snacks What's the current retail footprint? Over 15,000–20,000 touchpoints. Samsonite is sold mostly through company stores; AT is franchise-driven; Kamiliant is via multi-brand retail and e-commerce. We have deep reach across all districts. How big is India in Samsonite's global mix? Among the top markets, and one of the fastest-growing. Our R&D centre is in Nashik. The factory there just expanded, now up to 7 lakh units per month. We've invested millions over two phases already. India is not just large, it's strategic. Are exports growing too? We export to Europe, Australia, the Middle East, Africa, and parts of Asia. Not to the US yet. But with shifting global tariffs, that may change. You've been busy with collaborations lately. Yes—across all brands. With Masaba, Manish Malhotra, Netflix (Stranger Things, Squid Game), Hugo Boss, Laura Ashley and Smurfs. Collaborations help us reach niche audiences, spark buzz, and keep the brands culturally relevant.
Hans India
02-05-2025
- Entertainment
- Hans India
Kamiliant Takes on the Ultimate Test – Toughness Like Never Before!
Kamiliant, a brand popular for its bold, durable, and stylish luggage, has revolutionized the world of travel bags since its establishment in 2014. Kamiliant perfectly blends strength with vibrant aesthetic, providing the ideal choice for modern-day travelers, who demand reliability without compromising on style. Designed to take on any journey, Kamiliant luggage is built and ready for anything – from a rugged expedition to an action-packed journey! After the successful debut of its first-ever TVC campaign, Kamiliant is back with an even more action-packed sequel! Featuring Bollywood' action sensation, Tiger Shroff and the versatile, Nikita Dutta, the latest TVC is a spoof of widely accepted Indian period films, introducing an element of comedy and dramatic spin to an iconic war scene, while putting Kamiliant's toughness to the ultimate test. Following the action-packed first TVC where the Kamiliant luggage endured an explosion, the new ad upped the ante. Set in a grand battlefront, the commercial humorously demonstrates the luggage' ruggedness and durability, making it strong enough to survive even the most extreme situations – including a full-fledged war! As the battle rages on, Tiger Shroff, portraying a fearless warrior, cries out confidently, 'Naam Hai Tiger, kaam hai too much todd-fodd' and attacks Nikita's army with a massive, burning flying mace. Just when it seems invincible, Nikita skilfully parries the blow using a Kamiliant briefcase as a shield. The warriors on the battlefield are stunned as the luggage remains completely unscathed. What happens next? From flying arrows to burning cannonball crash into the luggage – but each of them remains unfazed, leaving the attacking army in disbelief. The TVC concludes, highlighting the key feature of the brand' offering with the tagline – 'Naam Hai Kamiliant, Kaam Hai Toughness!' Speaking about the campaign, Ms. Anushree Tainwala, Executive Director – Marketing, Samsonite South Asia, said, 'Kamiliant embodies resilience and strength, and what better way to showcase that than through epic Bollywood-styled scenes? We wanted to create a campaign that is both entertaining and memorable, which is why we chose the filmy approach. The TVCs highlight our brand's offering in a fun, larger-than-life scenarios that appeal well to the audience. Just like modern-day travelers need luggage that can handle anything, this TVC series shows that Kamiliant is built to withstand even the most trying situations – be it travel or even combat!' Adding to this, Mr. Prateek Bharadwaj, Chief Creative Officer, Lowe Lintas, said, 'This campaign takes Kamiliant into a playful, cinematic world where our suitcases become the unexpected hero. Through quirky, filmy scenarios, we're showcasing the surprising toughness of Kamiliant in a way that's as entertaining as it is memorable. We wanted to show that Kamiliant can handle just about anything – with a touch of fun and Bollywood flair.' With this latest campaign, Kamiliant reinforces its promise of strength, durability, and unmatched performance. The brand continues to push the boundaries in the travel gear segment, proving that no matter the journey, Kamiliant is tough enough to handle it all. Taking the campaign to the next level, Kamiliant is extending its narrative into the digital space with a fun and engaging twist. In the coming weeks, audiences will witness a series of spoofs and quirky content created by a diverse set of influencers and content creators who will add their own flavor to the campaign. From iconic television personalities like Urvashi Dholakia (popularly known as Komolika) and MTV's Raghu-Rajeev duo, to digital stars like JordIndian, Mithila Dwivedi, amongst others – the campaign is set to spark conversations and laughter across social media platforms, further highlighting Kamiliant's unbeatable toughness in unexpected ways. The campaign will feature across television, digital platforms, outdoor media and social channels to ensure Kamiliant's message reaches travel enthusiasts across India.
