MAM
Vegan handbag brand Baggit to up marketing spends to 8% of overall budget
MUMBAI: Veganism has taken the world by storm. Surprisingly, the cruelty-free lifestyle has found a space not only in the kitchens but also in the wardrobes of its patrons. Much before the wave of vegan lifestyle rose to its crescendo, a home-grown brand had adopted this into its products exceptionally. Baggit, founded by Nina Lekhi in 1990, creates stylish vegan handbags for women. In fact, it pioneered and perfected the concept of using traditional handicraft skills to create modern designs with non-leather, eco-friendly materials.
Last year, as per reports, Baggit’s revenue touched around Rs 160 crore and this year the brand is looking at 25 per cent revenue growth. The brand has 52 exclusive Baggit stores and is present in more than 1,000 retail outlets through large format stores as well as multi-brand outlets across the country at present. It has also entered international markets like Sri Lanka, through a multi-brand outlet, and is planning to launch in Dubai soon.
Indiantelevision.com recently got in touch with Baggit MD and chief design curator, Nina Lekhi and talked to her about the amazing journey this brand has taken and how marketing it the right way without spending much helped in making one of the most preferred handbags brands.
Lekhi sees the vegan market in India only growing. She says, “When we talk about the vegan product market specific to India, it is classified based on the offerings – you get a variety of products, from vegan foods to vegan cosmetics, vegan bags and shoes etc. There are brands in the lifestyle space offering vegan cosmetics, shoes, and handbags, and in the coming years we will see more of vegan products in the market.”
Talking about incepting Baggit with a vegan approach, she shared, “I wanted to bring in the concept of cruelty-free in my handbags. At Baggit, our USP lies in being an eco-friendly brand with a wide range of vegan products which helps us create a special niche for Baggit in the hearts of our consumers.”
Not just with the brand concept, Lekhi has always been very particular about her marketing approach as well. The brand has never incorporated the vegan approach in its communications. Lekhi shared, “Marketing and promotion are what Baggit as a brand believes in to reach out to right target audience. Last year our marketing spends were around 5 per cent while this year we will increase it to 7-8 per cent of our overall budget. We have introduced an omnichannel approach in our marketing plans which is doing well. To meet high customer expectations, we’ve been doing a lot of digital activities. We seek to provide customers with a seamless shopping experience whether the customer is shopping online or in the stores. We do more of digital and OOH activities and limited print advertisements.”
She adds, “At Baggit, we are quite active on digital platforms, the influencer and blogger space – not only for promoting the product but also creating awareness about the brand, new offerings and developing and building on our relationships with fans and customers. We do contest-based activities with bloggers and influencers on Facebook and Instagram.”
On being asked what role does the e-commerce platforms play in promoting brands like hers, Lekhi quipped that it is not about sales but providing more opportunities to the consumers. She said, “Today e-commerce offers a lot of options to a variety of audience. Unlike in past years, the approach of buyers and sellers has changed. The audience has become smarter and the majority fall into the millennial category. We are available on e-commerce platforms like Myntra, Amazon, Paytm Mall etc. but having said that we are also expanding our reach through physical stores in tier II, tier III cities and the international market. It’s not about sales but about providing more opportunities to customers as per their convenience which will eventually help in increasing sales. Baggit receives 3-4 per cent sales through online platforms.”
MAM
Filmcity Media CFO Mohit Jain quits; CEO Kirti Vishnu Tiwari takes charge of finance
Board appoints Prabhat Modi as additional director and approves Rs 1.9 crore preferential share issue
MUMBAI: Filmcity Media has reshuffled its top deck. Chief financial officer Mohit Jain has stepped down, prompting the board to hand the finance reins to chief executive Kirti Vishnu Tiwari even as the company lines up fresh capital and new boardroom muscle.
In a regulatory filing to the BSE, Filmcity Media said Jain resigned from the roles of director and chief financial officer with effect from March 11, 2026, to pursue another career opportunity. He ceased to be a key managerial personnel of the company at the close of business on that date.
The board swiftly moved to plug the gap, appointing Kirti Vishnu Tiwari as chief financial officer from March 12, 2026. Tiwari, who already serves as executive director and chief executive, will now hold the combined role of executive director, CEO and CFO, taking charge of the company’s finance function while continuing to lead operations.
The leadership changes were approved by the board following recommendations from the nomination and remuneration committee, with the audit committee also backing Tiwari’s appointment as CFO to ensure governance oversight. Under the arrangement, Tiwari will continue as a key managerial personnel under Section 203 of the Companies Act, 2013.
Filmcity Media also expanded its board, appointing Prabhat Modi as additional director with effect from March 13, 2026, for a term of five years. The appointment, categorised as a non-executive non-independent directorship, will require shareholder approval at the next general meeting.
Modi brings capital market experience to the role. He holds a B.Sc in accounting and finance from the University of Essex in the United Kingdom and a PGDM from the National Institute of Securities Market. His professional experience includes stints at SBI Mutual Fund, BSE India and Morningstar India, where he worked on market research, financial analysis and capital market operations.
Tiwari, meanwhile, brings experience spanning finance, marketing and hospitality. A graduate of Lucknow University, she has previously worked with Hotel Holiday Inn, Hotel Leela Kempenski and Hotel Sea Rock, along with roles at Pawan Hans Helicopter and CBRE South Asia.
Separately, the board also approved a preferential issue of equity shares to members of the promoter and promoter group as well as non-promoter investors. The proposed fundraising, subject to regulatory approvals, is expected to raise up to Rs 1.9 crore.
The company said both appointees meet all regulatory requirements under SEBI regulations and the Companies Act and are not barred by any regulatory authority from holding their positions.
With a new board face, a CEO doubling as CFO and fresh capital on the table, Filmcity Media appears to be tightening its leadership and balance sheet in one swift move.
