The Story of our New Brand, ENOKI

I am very excited to share some more information about the launch of our newest brand, Enoki.

As many of you, our dear, valuable customers are aware, Baggit India Private Limited has been a mid-priced, mass-premium brand for the past 35 years. Our goal is that it continues to remain so.

However, we noticed that when COVID19 struck, our regular consumers were conserving cash and cutting down on discretionary purchases. Some of them were downtrading into slightly cheaper products because they needed the money for essential home purchases. 

While we were always aware of the opportunity to service this mass segment, the pandemic  forced us to look at it seriously. 

On a closer look, we found this opportunity to be more than twice or thrice the current opportunity in the segment where we were existing. 

The prices at which the mass-market operated were significantly below current prices of Baggit products. And it was a herculean task to put together a quality, durable product at that price point. But we really wanted to win over that segment of customers, too. 

Our research team revealed that while there was a large volume at the bottom of the pyramid, the customers in that segment were not really happy with their purchases. 

At those prices, they were not really getting a high quality product, resulting in those products breaking down within 2-3 months of purchase. With the result, that whatever was invested in that product was lost. And they had to replace it within that short time-frame too.  

We felt that there is a huge opportunity for a branded product which assured minimum quality standards and durability. And which could command a slightly higher price than that of the unbranded product being sold. 

Thus, our team went to the drawing board and conceptualised a new mass market brand which we have called ENOKI. 

Enoki will be in stores within the next 3 weeks and will address the pain point of customers of wanting a quality, durable product at an affordable mass price. 

• Enoki Bags will cost between Rs 650 and Rs 999. 
• Wallets will cost between Rs 400 and Rs 500. 
• Sling bags will cost between Rs 500 and 650. 

In keeping with Baggit India Private Limited's quality assurance, all Enoki products will be covered by a 6-month warranty. As of today, a few styles are available on Amazon and Flipkart (link shared in the first comment) 

Keep an eye out for #Enoki. You're going to be pleasantly surprised. :)

#opportunity #madeinindia #qualityassurance #priceless #getyourown#bottomofthepyramid