The world of fashion is no stranger to radical concepts. One such is for a brand is to market itself as ‘vegan’ and Baggit has found success with this. Founder Nina Lekhi—recognized as one of the most powerful women in Indian business— speaks about how th
on Baggit’s customerservice practices. [ ]
During my college days, when T-shirts with simple slogans were popular, my friends and I thought about bags with simple slogans as an alternative to T-shirts. That is when I thought of making bags. To make bags with attitudes,
I started exploring eco-friendly materials, which became an instant hit. Thus, it was a major factor differentiating Baggit from other brands. That was my first founding lesson in marketing— for a brand to be successful and be driven by passion, the founder needs to believe and own it completely.
Our fashion accessories are made purely from cruelty-free and innovative materials, and are meant for the modern Indian woman. We design a variety of bags—that include slings, purses, wallets, clutches, shoulder bags, totes, and satchels—in vibrant and trendy colors that are invigorating enough to bring allure, and satisfy our customers. Our products are high on functionality and style, and we have something to suit every occasion.
Our fashion accessories are made purely from cruelty-free and innovative materials, and are meant for the modern Indian woman.
Innovation plays a big part in the creation of new collections and consumers today are very much aware about the concept of cruelty-free brands. Apart from being fashion conscious, they are also conscious about using environmental friendly products. Our materials, made synthetically, last longer and are hassle free to maintain. This is the feedback consumers have shared with us, and it has helped us create more innovative designs. That is why we have been awarded by wellknown organizations like PETA under various categories, making us the favorite brand among Indian consumers. We, as a fashion brand, do our best to keep up with the latest trends. We make sure the styles are new and integrate USPs, keeping in mind comfort and convenience. Besides being highly fashionable, we also make sure our products are high on functionality and the fabrics used are recyclable.
one brand, one family
Our customer service policy is to treat our customers as part of the Baggit family. We extend our service to any defect in quality which could be due to defective raw materials like metal or the PU/PVC used. Even though it does not fall under our scope of work, we replace a defective part—at a marginal cost if it is lost or if it is a very old piece.
proactive customer service
Our customer service department manages complaints from any of our 1000+ counters. Quality checks of all the products are so stringent, that the number of complaints we receive
year-on-year is reducing. One of our strategic initiatives has been to create a separate customer service team for baggit.com. They are offered regular training so that they can resolve issues virtually, to the maximum extent possible. Our focus has always been on the customer experience and for that we follow AAPACUT theory:
A – Attention; A – Approach; P – Probing; A – Assist; C – Close; U - Upsell/Cross Sell; T – Thank you.
In addition, on a daily basis, we pay a lot of attention to the ambience of our stores, product displays, and grooming and etiquette of our staff. We try and understand customer needs to build trust and rapport with them. Our staff is welltrained to assist and explain the products’ features and benefits and also help them decide on a purchase.
rising from failure
Challenges are faced by all of us in the different spheres of life. My challenges were more internal in nature. My failures, however small, led me to challenge the environment and be accepted seriously as an entrepreneur. I learned the tricks of the trade quickly and began my journey in 1985. I needed to prove that my designs mattered and catered to the latent need of the customers. My enthusiasm coupled with determination drove me to create a successful ecosystem at Baggit. The ‘ never quit’ attitude along with my energy and exuberance saw me through those years. The hard work and support from my teams made Baggit a successful brand. I also learned that direct interaction with the customer offers innumerable insights about business processes and product design.
We at Baggit endeavor to do something new every year. Women of today are always at the forefront and have a unique sense of style—
Undertaking a cross-channel retailing business model to enhance customer experience is the first step.
quirky, cool with a sense of individuality. They love to personalize bags for both party and workplace needs—to bring alive their true self. So we decided to keep personalization as a concept in mind and by doing something different. We provided handbag trinkets that are high on utility and add to beauty, and attempt to provide a personal touch to the handbags.
Baggit has half a million fans on Facebook and a huge active base on other social media platforms such as Pinterest, Twitter, and Instagram. We use all our social media handles to do regular new collection launches and run programs that are highly interactive with our fan base. Baggit is available across all online marketplaces, and is one of the leaders in its category, by providing an immense product portfolio. Our online presence has increased multifold in the past few years and we are continuously working towards creating a seamless experience across platforms.
commanding brand loyalty
For brands, it is all about providing fabulous customer experience to gain trust and loyalty. Undertaking a cross-channel retailing business model to enhance customer experience is the first step, and customizing it to the needs of Indian customers is the next. Also, depending on the requirement, it is important for a brand to create a
diversified product portfolio and deliver it with a consistent brand experience at every touchpoint.
At Baggit, it is important for us to understand the customers’ fashion needs. Employees visit our stores on a regular basis to interact with customers and comprehend their needs. Regular meet-ups across departments helps them understand and analyze the requirements of the customers in depth. Our business heads travel regularly to different cities to gain insights and ideas from people across different demographic groups. We also provide regular soft skills, product-based as well as scenario-based training to our employees so that they learn to react to real-life situations and solve customers’ problems. The icing on the cake is rewarding employees on a regular basis, which keeps them motivated and helps in reducing attrition.
plans for the future
We presently have 48 exclusive stores and retail through 1000+ leading large format stores, and multi-brand outlets, and online retailers, spread across the country. We have collection launches every month following the latest trends. We open one store every month in places such as high street, market centers, and malls in tier I and tier II cities. We are also planning increase our presence in metros and foray into mini metros. ■