e4m Video Story:  How IRTH by Titan is redefining the handbag experience for Indian women

In a market saturated with handbag options, from premium legacy brands to new-age D2C challengers, Titan Company Ltd. has entered the category with its own brand: IRTH. Launched in 2022 under the company’s women’s handbag division, IRTH is positioned as a lifestyle brand that aims to blend functionality with everyday aesthetics.

Leading the division is Kanwalpreet Walia, Business Head – Women’s Handbag Division, Titan Company Ltd., who explains that the brand was conceptualised following extensive consumer research. “We met a lot of women from different walks of life and realised how much mobility has become a part of their lives today,” she shares. “Every woman carries a bag, and we wanted to find a way to make that everyday journey a little more seamless.”

Rather than focusing solely on fashion or price competitiveness, IRTH’s approach centres its product design on organisation and usability. Walia explains that while a handbag may look similar on the outside, what truly matters is how it functions on the inside. This philosophy forms the foundation of the brand’s proposition, offering organising solutions that adapt to individual preferences without compromising on design.

The product range is divided into four verticals: Handbags, Little Delights, Organisers and Little Joys.

The ‘Handbag’ collection includes classic styles like totes and laptop bags, all featuring ergonomic details such as padded straps, key leashes, and wire holders. The ‘Little Delights’ line offers niche products designed for specific lifestyle needs, including diaper bags for new mothers, lunch bags and an upcoming camera bag. ‘Organisers’ play a key role in IRTH’s portfolio, designed to simplify bag management. Lastly, the ‘Little Joys’ range features accessories like charms and trinkets, allowing customers to personalise and decorate their bags with a playful, individual touch.

Walia asserts that IRTH’s differentiation lies in its holistic approach, combining functionality with design. She explains that while the handbag market has several established players and emerging brands, none have explored the intersection of organisation and aesthetics in the same way.

Regarding market ambitions, Titan’s CEO of Fragrances and Fashion Accessories, Manish Gupta, has previously mentioned plans to double bag sales in the upcoming financial year. Building on this, Walia highlights digital channels as a key driver for brand growth. As IRTH is still a relatively new player, she acknowledges the challenge of educating consumers about the brand’s unique proposition. The strategy focuses on creating meaningful digital content to communicate the philosophy behind the products and encourage adoption.

When it comes to target consumers, Walia purposely avoids narrow segmentation. She explains that IRTH is designed for any woman with a personal journey, regardless of age, occupation, or lifestyle. However, the brand tends to resonate more with women who have some disposable income, often in the early stages of their careers or later. The common thread is a desire for practical, stylish bags that support their daily mobility.

In terms of retail, IRTH opened its first exclusive store about seven months ago at Phoenix Palladium in Mumbai, followed by its most recent store in Noida. Walia emphasises the psychological role retail stores play in fostering emotional connections. She explains that colours and store design elements are thoughtfully selected to evoke warmth and joy, aligning with the brand’s positioning.

Looking ahead, IRTH plans to expand beyond metropolitan cities and tap into Tier II and III markets. Walia believes that aspirations in these cities are growing and access to fashion is improving, making these markets key to the brand’s growth strategy. Currently, about 80 percent of the business comes from the top 15 to 20 cities, but growth from other towns is encouraging and expected to increase over time.

The pricing strategy has been carefully designed to position IRTH as an accessible premium brand. Walia explains that the brand aims to cater to a wide range of women seeking quality and style, without venturing into luxury price points that could limit accessibility. This intentional choice aligns with Titan’s broader philosophy of delivering quality design and products to as many consumers as possible.

In terms of marketing, digital media has been the primary focus due to its ability to engage consumers and foster meaningful conversations around the brand. Print media has also been used selectively, particularly during the launch phase in Mumbai. Moving forward, the brand plans to broaden its media mix by incorporating additional channels.

Influencer marketing is a key component of IRTH’s strategy. Walia sees influencers as valuable partners for reaching diverse consumer tastes and preferences. The brand collaborates with influencers across various tiers, including micro and nano influencers, tailoring partnerships to align with specific campaign goals. For instance, micro influencers are ideal for localised outreach near new stores, while larger influencers help drive broader brand awareness.

In the northern region, alongside the store launch in Noida, the brand is investing in geo-targeted digital campaigns and influencer collaborations to drive footfall and increase awareness.

Regarding celebrity endorsements, Walia mentions that the brand has not settled on a single ambassador but prefers working with multiple figures who can represent different facets of the brand at various times. She believes that, in today’s fragmented consumer landscape, having multiple ambassadors enhances relatability and extends reach. In the past, IRTH has collaborated with celebrities such as Dia Mirza and Kalki Koechlin for specific collections.

When asked about the future vision for IRTH, Walia sums it up succinctly: the goal is for every urban woman to own at least one IRTH bag. In her view, achieving this would signify the brand's success in truly elevating the everyday experience of its consumers.