Artistry in The Finish
What distinguishes töhl from other Indian leather accessory brands is the understated easy sophistication in design and styling, combined with the use of superior quality leathers. The brand is positioned in the affordable luxury segment, with a strategy to keep products at affordable price points, whilst assuring high quality, bringing together the best of contemporary styling and modern technology.
Manish Kawlra, its Founder, says that since Töhl is in the business of export, it has access to the latest trends in colours, textures and finishes, enabling it to bring them to the Indian consumer.
What distinguishes töhl from other Indian leather accessory brands is the understated easy sophistication in our design and styling, combined with the use of superior quality leathers. Staying current with the latest fashion colours and textures, töhl uses high quality imported metal fittings on our bags while paying extraordinary attention to detail and to the handcrafted artistry in the finish.
Our USP is the use of luxurious leathers, carefully selected for their beauty, durability and flexibility; designs concurrent with the latest international trends; making handcrafted products of timeless beauty and enduring value, with exacting craftsmanship and an eye on artistry in the finish. We have and will continue to introduce the latest fashion colours every SSN as well as textures like embossed leathers, metallic and foil finishes etc based on global trends. Since we are in the business of export, we have access to the latest trends in colours, textures and finishes, enabling us to bring them to the Indian consumer.
The brand is positioned in the affordable luxury segment, with a strategy to keep products at affordable price points, whilst assuring high quality, bringing together the best of contemporary styling and modern technology, with the legacy of time-honoured handcrafted leather smithing traditions. The brand and its products are perfectly suited to the urban lifestyle, combining functionality and aesthetics.
Luxury, finest leather, beautifully handcrafted, long-lasting quality, easy sophistication, utilitarian, thoughtfully designed, functional and value for money
Overview of the brand’s products
As of now, the products include hand and shoulder bags, totes, satchels, backpacks, clutches and wallets for women. A men’s collection is also in the pipeline and will be launched in October this year. As we grow and strengthen our market presence in India, we plan to extend the footprint of the brand to
overseas markets like the Middle East, South and South-east Asia and, at a later stage maybe, Continental Europe. We plan to extend the brand into categories such as Light Weight Leather Garments, Corporate Gifts as well as Leather Home Furnishings, where we see another huge opportunity for an organized player.
The brand was formally introduced as a line of high-quality leather accessories towards the latter half of 2013, in a limited way in the Chennai area. A decision was taken to scale up the brand in 2016 and töhl was relaunched on August 7th, 2017, with the introduction of töhl’s online store www. tohl.in
The brand was first formally re-launched through our online store only but has now also been introduced on fashion portals like Myntra, Jabong, Amazon & Tata Cliq. We are now focusing our efforts towards establishing a strong offline presence in specialized boutique stores, large format stores and select MBOS. Eventually, the aim is to establish our own ``feel töhl `` stores through the franchised model.
Our target audience for our women`s range is ideally aged between 25-45, residing in metros, mini- metros and A class cities, SEC I and II. The empowered Indian woman. Confident, Self-indulgent, Well abreast of fashion and appearance. She effortlessly balances her own aspirations along with traditional expectations. On the path to selfdiscovery, she is unwilling to turn back & is aware of a whole new world of possibilities. The customer for our men`s range would be similar, aged between 25-45, residing in metro`s, mini-metros and A Class cities, SEC I and II.
Suave, sophisticated individuals with a keen sense of easy fashion, that take in the rough with the smooth.
At the moment, our efforts are directed towards creating an offline presence in metros, mini-metro and A class cities. Our online store www.tohl.in and our presence on fashion portals like Myntra, Jabong, Amazon and Tata Cliq give us a national presence and accessibility to all parts of the country.
Challenges in the Indian market
As we are positioned in the luxury segment since all our products are made from genuine leather, we find it challenging to compete with not only more established brands in this category like Hidesign, Da Milano, Nappa Dori etc but also from highly priced competitive brands who make their products from non leather materials, like Lavie, Caprese, Baggit etc . Only the more discerning audience who understand and value the virtues of owning a genuine leather product rather than a synthetic substitute will consider our collections.
The repeated discount schemes offered by online portals make offline retail all the more challenging. Added to this are the tremendous costs associated with opening brick-and-mortar stores in shopping malls, airports or any highstreet location.
We also find it difficult to attract private equity or venture capital for this kind of startup, positioned in the luxury consumer segment, as scaling up possibilities are resource intensive and take time.
We expect the affordable luxury segment to grow by at least 100% over the next five years and we hope to see töhl as one of the top three brands in this particular segment.
Manish Kawlra, Founder, Töhl