Brands
Traworld launches new campaign featuring Sonam Kapoor
MUMBAI: Traworld, the premium luggage brand from the house of High Spirit Commercial Ventures, has launched its ad-campaign ‘The World is Your Ramp’ featuring Sonam K Ahuja, the much adored fashion icon from the Indian film industry as the face of their brand.
The ad campaign reflects the positioning of the brand as a fashion brand rather than a plain luggage brand. The campaign is to tap the consumers who are regular travellers for many occasions and also look for fashionable luggage bags.
Traworld’s bags look and feel is more like a fashion accessory than just a bag.
Traworld is a premium and modern luggage brand for premium and fashion conscious travellers who love to use travel luggage for their varied needs. The brand offers a range of luggage bags which are stylish, classy, yet sturdy and value for money, keeping in mind the need and fashion sensibilities of its customers.
The luggage bags range from casual to business travel segments and come in different sizes as per the consumer’s requirements. The product is lightweight, shock resistant and water resistant with unique locking system to keep the luggage secured. Mobility ranges from four wheeled to eight wheeled, so that your luggage travels at your pace and is easy to carry.
The entire advertisement strategy is being conceptualised and driven by Makani Creatives, that is positioning the brand for premium customers reflecting upon their needs as per their lifestyle and choices. To its credit it has worked with various iconic brands like Pepe, Red Tape, Panasonic, Metro Shoes, Mochi Footwear, Channel, Mahindra Logistics, Lavie, Killer Jeans and several others.
The brand is focussing on print ad-campaign across national and other regional dailies spread across 10 leading cities reaching out to consumers across India. Besides very strong BTL activities have been planned with all the MBOs across India, to deliver the essence of the brand and enhance visibility. After looking at the success of the campaign, the company may also look at TV campaign in the years to come.
Traworld founder and managing director Tushar Jain says, “We are delighted to sign Sonam K Ahuja as a brand ambassador for our brand Traworld as she is the true embodiment of what the brand stands for. We see a deep connect with regards to her style and the elite urban population who can easily relate to her as their fashion icon. We couldn’t have had a better choice to represent the brand than her and Makani Creatives also delivered phenomenally well on brand positioning and marketing with their creative acumen.”
He further added that, “We have taken a woman as our brand ambassador, which is first of its kind for an Indian luggage brand to do so. The fashion goes well with women folk and this would give us edge over others in the industry.”
Sonam Kapoor Ahuja adds, “I am super excited to endorse premium luggage brand Traworld. The brand goes well with my style statements and is in tune with my choice of fashionable and stylish bags. Since I am a frequent traveller and I literally live out of my luggage, I am cautious of the brand I would carry as it’s just not a brand but something that defines my personality. I can personally relate to the brand as it strongly relates to fashion. The brand will surely win the hearts of people who are always on a lookout for trendy and stylish bags while they are travelling”,
Traworld is available in all leading retail stores across the country. It is also available in general trade through large distribution network of 3500 MBOs spread across seven States. The brand is also available on online platforms like Amazon, Flipkart, Myntra, Amazon, Snapdeal, Indiamart and Paytm Mall to name a few. With our current association we are sure we will be able to further enhance the brand visibility across India.
Traworld is a luggage brand for the premium travellers. Traworld brand has achieved sizable business and has presence across all major metros and other major cities in the country. The brand presence on the online platforms is very strong. The addressable market for Traworld luggage brand is Rs 6,000 core.
The brand is owned by High Spirit Commercial Ventures, leading luggage bags manufacturer and exporter. The company has registered revenues of Rs. 250 crore for the year ended 31 March, 2018. The company also owns leading brands like Priority, Humpty Dumpty and Hashtag to cater to multiple segments in the backpack segment.
The company has offices in 10 major cities of the country and has a distribution network of 10,000 points of sale spread across India. The company is the sole licensee of all top cartoon characters.
Brands
33 per cent of women believe the salary scale is rigged: Naukri report
Voices @ Work study finds rising calls for equal pay audits and lingering bias
MUMBAI: Progress may be visible in India’s workplaces, but many women still feel the need to tread carefully. A new report by Naukri reveals that one in two women hesitate to disclose marriage or maternity plans during job interviews, worried that such information could influence hiring decisions.
The findings come from the second edition of Naukri’s annual Voices @ Work International Women’s Day report, titled “What Women Professionals Want.” Drawing insights from more than 50,000 women across over 50 industries, the survey sheds light on evolving workplace aspirations alongside the biases that continue to hold women back.
One of the report’s most striking insights is the growing demand for equal pay audits. The share of women calling for regular pay parity checks has climbed to 27 per cent this year, up from 19 per cent a year ago. The demand now stands alongside menstrual leave as the most sought after workplace policy.
Interestingly, the call for pay transparency grows louder higher up the income ladder. Nearly half of women earning between Rs 50 lakh and Rs 1 crore annually say equal pay audits are a priority, suggesting that pay gaps become more visible as women move up the career ladder.
At the same time, confidence and ambition appear to be rising. About 83 per cent of women say they feel encouraged to pursue leadership roles, a significant jump from 66 per cent last year. Cities in southern India appear particularly supportive, with Hyderabad leading the way as 86 per cent of respondents there reported encouragement to step into leadership positions. The education sector recorded the highest sense of encouragement at 87 per cent.
Yet the report also highlights a growing trust deficit around pay equity. Nearly one in three women, or 33 per cent, say they do not believe men and women are paid equally at their workplace. That figure has risen from 25 per cent last year, pointing to widening perceptions of disparity as careers progress.
Bias in hiring and promotions continues to be the biggest hurdle. About 42 per cent of respondents say workplace bias is the main challenge for women from diverse backgrounds. The concern is consistent across major metros, with Chennai and Delhi NCR reporting similar levels.
Reluctance to discuss personal milestones during hiring processes is also widespread. While 34 per cent overall said they hesitate to share marriage or maternity plans in interviews, the anxiety increases with experience. Among professionals with 10 to 15 years of work experience, the figure rises to 40 per cent.
Info Edge group CMO Sumeet Singh, said the data reflects both progress and unfinished work. “Behind every data point in this report is a woman who is ambitious. The fact that 83 per cent feel encouraged to lead is something to celebrate. However, the fact that one in two still hide their marriage or maternity plans in interviews tells us the work is far from done. As India’s leading career platform, it felt not just important but necessary for us to shine a light on these gaps through the second edition of our report,” he said.
The report suggests that while ambition among women professionals is growing, structural changes around pay transparency, fair hiring and supportive policies will be key if workplaces hope to keep pace.
