Once seen as a purely utility category, the luggage market in India is witnessing a wave of D2C interruptions such as Mokobara, Nasher Miles and mobile-mobile travelers aware of conscious design. To keep up, Safari Industries is reinventing his wallet, from the cabin bags prior to the “traceable” baggage ultra-light designs enabled for the GPS. In a conversation with Et Digital, Sudhir Jatia, MD of Safari Industries (India) Ltd talks about the pins that the company is realizing, partnerships that has sewn and how its positioning in a rapidly evolving market. Extracts modified.Economic Times (ET): The luggage was traditionally a category guided by utility. How have consumer expectations evolved in recent years and how is Safari adapting to this passage towards technology, design and convenience?
Sudhir Jatia (SJ): The definition of travel equipment has evolved significantly. What was once a product of utility is now an extension of the identity of the consumer. Today’s traveler seeks intelligent design, ease of mobility, aesthetic charm and technological characteristics all wrapped in one. In Safari, we embraced this shift by building a design team and internal engineering, focusing on the innovation of materials, light structures and ergonomic functionality. Our innovations include luggage in the front cabin, designed for easy airport travels, so it is not necessary to transport an extra laptop bag and light luggage that help travelers to conform to the 7 kg cabin limit now stricter. Our avant -garde Jaipur plant allows us to move quickly, adapt to trends and maintain the staircase without compromising the quality. Safari is also proud to be the largest brand of luggage in India, a testimony of the place of love and trust in us.
Et: We are witnessing a wave of new participants and D2C brands in travel accessories and luggage space. How does Safari see this competition and what is your approach to keep up?
SJ: We see him as an exciting phase for the category. In Safari, our strength lies in offering great quality, great value and unparalleled availability among the formats. With 50,000 safari products sold every day, we are present in which the consumer stores of today online, offline and on social media. Our advantage is our speed of execution, deep competence of products and ability to constantly provide styles that are fresh, relevant and built for modern travel. In the Premium arch, we created a completely distinct brand, the urban jungle, with its young team, designer and supply chain. It is growing rapidly, on the right way to cross 100 crores, and it is proof that a focused and guided approach in the premium category can provide exceptional results.ET: Has the rise of the journey led by experience, in particular post-plays, led to some changes in the types of products that consumers are looking for?
SJ: Decidedly. Travels have become more intentional shorter escapes, hybrids for business trips and more personalized itineraries. This means that consumers are looking for versatile formats: elegant cabin bags, multipurpose bags and modular options that are easy to transport, archive and move with luggage in the front cabin that make safety checks and access to the laptop without continuity, while the drawings by ultra-luminous weight help travelers to remain in rigorous weight limits of the cabin without compromising. We replied by designing products that correspond to this new rhythm, light, elegant and thoughtful to meet modern travel needs.
ET: the launch of traceable luggage marks a significant pivot in intelligent travel solutions. What was the intuition or point of pain of the consumer who triggered this move?
SJ: The greatest anxiety for travelers is simple: losing track of their bag. Whether it’s crowded airports or during multi-city travel, people want to guarantee. This is where the idea of traceable luggage comes: an unprecedented solution to stay in touch with your things. The goal was not only to add technology, but to solve a real problem without complicating the experience.
ET: Can you guide us through the wider Safari innovation RoadMap are the other features or product lines guided by technology?
SJ: Our goal is on the construction of intuitive products, durable and digitally forward. In addition to traceability, many of our products arrive with USB charging ports, front formats and light drawings that face all the weaknesses of the royal traveler. We are also engaged in sustainability. Our production configuration guarantees that scrap waste are not generated and materials are reused or recycled. Technology and responsibility will both play a strong role in our future versions.
ET: Your partnership with the Synergie boat-what you saw and what were the strategic objectives underlying this collaboration?
SJ: Both safari and boats are deeply connected to younger consumers and attentive to the Design of India. This collaboration was not just about putting two logos together, it was a question of creating a product that seems fresh, functional and ready for the future. We combined Boat’s technological mentality with our travel experience to launch Safari Trackr, a traceable baggage, offering an intelligent travel experience for a mobile-First generation.
ET: How has the mix of online revenue against Offline of Safari evolved in the last two years, in particular with the rise of electronic commerce?
SJ: We have been among the first adopters of digital and today, our online sales contribute significantly to the overall revenues. At the same time, our strong offline presence continues to guide visibility, especially in level 2 and level 3 cities. Our goal is to ensure that it is purchased on an app, a market, High Street or Mall, Safari is present, available and desirable.
ET: How do you deal with the planning of the inventory and the forecasts of the demand in a space of consumer goods so rapidly evolving?
SJ: Speed and agility are fundamental. We rely on Dashboard in real time, CRM insights, seasonal data and consumer feedback to accurately predict the application. Our Jaipur structure allows us to quickly resize production without compromising the quality. Our goal is to remain thin, avoid overload and always remain relevant for consumer trends even in a rapid movement market.
ET: Can you give us a sense of the current trajectory of Safari’s revenue, how did growth take place in the last quarters and what are your goals for this tax year?
SJ: The growth trajectory of Safari in the last quarters has been strong and coherent, led by the expansion of the category, by the launches guided by innovation and the deeper commitment with younger consumers. With the baggage market that is expected to grow with a 14-15%Cagr, we are well positioned in the sector’s reference parameters. This fiscal, our priorities include the downsizing of intelligent travel solutions, the amplification of New-Aage storytelling and the strengthening of our presence through urban and emerging markets online and offline.
ET: What is the contribution divided today between online sales and offline? Do you expect that the e-commerce share increases significantly in the short term?
SJ: Our division today is balanced, with the e-commerce that has obtained a strong momentum from year to year. Having said that, the sale of physical detail continues to be the key to categories such as luggage, where they count touch-and-feel, instant access and service support. We expect e-commerce to continue to grow, especially with social trade and the younger audience. But our approach remains agnostic of the channel: we are building a 360 ° presence that is relevant for the platform and for the first time.
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