How Brand Concepts is Building a Fashion-Forward India

•  Tell us a bit about your entrepreneurial/professional journey.

My journey spans three decades and is rooted in an innate industrialist mindset. I began with foundational roles in sales and marketing after completing my postgraduate studies at SP Jain Institute. A pivotal six-year tenure in the US travel gear industry helped me master brand licensing and fashion gear manufacturing. This blend of sales, manufacturing, and international exposure gave me the holistic vision needed to build and scale Brand Concepts. Throughout my career, I’ve continually evolved to stay ahead of the market.

• When and how did Brand Concepts start? What was the inspiration?

Brand Concepts Ltd. emerged from a drive to pioneer and fill a major gap in the Indian market. Though the entity traces its roots to the early 2000s, the vision crystallized during my time in the US. I saw India’s growing appetite for premium, fashion-forward travel gear and identified the need to align global trends with Indian retail demand. This led to the creation of Bagline – House of Luxury, our multi-brand retail platform, positioning Brand Concepts at the forefront of globally licensed lifestyle products.

• How has the experience been so far?

It has been incredibly rewarding. We’ve built a strong leadership position in India’s travel gear segment and successfully integrated both globally licensed and proprietary brands. Our focus on design excellence and stringent quality control has been central to this growth.

• How many brands are there under Brand Concepts?

We operate a diverse strategic portfolio comprising:

Licensed Brands: Juicy Couture, Tommy Hilfiger Travel Gear, United Colors of Benetton, Aeropostale, Superdry, and newly added Off-White

Proprietary Labels: Sugarush (women’s handbags) and The Vertical (lifestyle accessories)

• Talk us through Brand Concepts’ own manufacturing labels.

Our proprietary labels are core to our strategy. Sugarush has established itself strongly in the women’s handbag segment, while The Vertical caters to men’s backpacks and lifestyle accessories. My manufacturing background ensures stringent operational oversight and quality standards, providing a strong competitive edge.

• What is your management mantra?

My leadership philosophy rests on three pillars—Astute Oversight, Strategic Foresight, and Operational Efficiency. I focus on holistic leadership across policy, organizational development, and administration while steering our brand licensing strategy. My aim is to pioneer, innovate, and fuel sustainable growth.

• What are Brand Concepts’ expansion plans for FY26?

We aim to sustain aggressive growth by deepening the integration of our global licensed brands and proprietary labels. Expansion includes scaling our physical retail footprint through Bagline and exclusive brand outlets, while accelerating digital marketing to capture emerging markets.

• Within India, which regions are emerging as big markets?

While metros remain vital, Tier 2 and Tier 3 cities are now the major growth engines. Consumers in these markets increasingly seek premium, branded lifestyle products, and we are intensifying our presence accordingly.

• What made the company decide to enter franchising? How has that journey been?

Bagline’s franchising model was essential to realizing our vision of leading the handbags, travel gear, and lifestyle accessories category. It enables rapid scaling while ensuring a curated retail experience across our brand portfolio. The journey has been successful, widening our reach without compromising brand integrity.

• Three trends defining the bags and travel gear market today.
• Premium Brand Licensing: Strong consumer demand for reputed global brands.
• Omni-channel Luxury: A unified retail and digital experience is crucial for success.
• Fashion + Functionality: Travel gear must now serve as style statements, not just utility items.
• How will the market evolve in the next five years?
• Premiumization: Growing demand for higher-quality, sophisticated products.
• Industry Consolidation: Organized players offering diverse global and indigenous portfolios will dominate.
• Deeper Digital Integration: Faster adoption of global trends and more agile response cycles.
• How have you integrated technology/AI for growth and expansion?

Technology is central to our evolution:

• Strategic Forecasting: Data-driven insights enhance demand planning and reduce inventory risks.
• Targeted Digital Marketing: Precision-led campaigns strengthen brand visibility and ROI.
• Efficient Operations: Technology supports seamless administration, quality control, and multi-channel management.