Lavie is an in-house brand by the Periwinkle Group, which has brought international brands such Accessorize London, Samsonite, and Wacoal to India. The idea of Lavie was born at a private family event when colorful handbags designed by Shobha Tainwala for the attending guests became an instant hit! Nudged by her friends to continue creating these chic handbags, she approached her brother, to help her cope with the incoming orders. 

Finding a clear gap in the market for high-profile bags, the brother-sister duo decided to establish a world-class brand. They traveled through vibrant landscapes across Europe and Asia to find design inspirations and source the finest materials. These travels inspired the birth of Lavie. 

The name itself is derived from the popular French phrase La Vie en Rose which means ‘Life in Pink Hues’.

Explaining it further, Ayush Tainwala, CEO at Bagzone Lifestyles Pvt Ltd. said, “Lavie was born out of a dream to create an avant-garde range of handbags for the free-spirited culture to be adorned by today's woman who reflects the tomorrow. With a confident aesthetic sense to suit any occasion - every design of the brand is crafted as a style testament to every woman who wishes to announce her arrival in life.”

The brand specializes in the creation of high-quality handbags. The brand pays close attention to detail and to fine craftsmanship. It is dedicated to bringing you both quality and cutting-edge trends. Their dedicated team of stylists constantly travels the globe to keep their customers on the pulse of fashion.

“We were inspired by craftsmanship and designs found in Europe, with a desire to make it accessible to an Indian audience. We have always been true to our customers who are young, well aware of international trends, and understand what a great product is and it has allowed us to keep growing every year to become one of India’s biggest brands,” he asserted.

The brand has a distinct touch and unorthodox designs that allow each buyer to stand out. The company has a huge range of products that a woman might need for daily use, for parties, for office, for festivals, and many other special occasions. The bags have different categories ranging from Handbags, Sling Bags, Tote Bags, Women’s Wallets, Clutches, Potlis, Laptop Handbags, Fashion Backpacks, Satchels, Box Bags, and Hobos.

“We recently launched our exclusive Monogram collection inspired by trends of global fashion houses. We also plan to introduce premium products under the name of Lavie Luxe by June 2023. Our selling price range of handbags is from Rs 900 to Rs 3,000. Lavie Totes and Occasion range are our hero products because we provide a variety of options of premium quality products which are well priced,” he stated.

Today, Lavie has a state-of-the-art R&D and manufacturing facility. It is spread across 5 acres, 150 thousand sq.ft. It is the largest integrated facility in Southeast Asia. 

Omnichannel Strategy

The brand has vertically integrated design and manufacturing units to create desirable products and distribute them across channels. Along with the offline presence, the brand has a presence on online marketplaces like Amazon, Flipkart, Myntra, Ajio, Nykaa, and Tata Cliq and has its own portal.

“At present, our 50 percent of the revenue comes from online channels and the other 50 percent comes from offline channels,” he shared.

Marketing Strategies

Lavie is one of the most followed Indian handbag brands on social media platforms with 482K followers on Instagram and 359K followers on Facebook. 

“We offer promotions or giveaways to customers via cross-branding. We also collaborate with celebrities and influencers to endorse product lines across platforms. The list of celebrities with whom we have worked includes names like Anushka Sharma, Kangana Ranaut, Karena Kapoor, Malaika Arora, Mouni Roy, Jannat Zubair, etc. Apart from this, we have linked social ads directly to the website. We also make videos to show the product in use and from multiple angles,” he explained.

Tech Integrations

When it comes to software, the brand has implemented SAP, Unicommerce, Triversity, and Shopify. On hardware, it has best-in-class automated cutting, drying, embroidery, printing, and pasting machines. Additionally, it gets close to 50 percent of its energy needs through in-house solar power. 

“We plan to implement ISO, TUV, and a few other software in the coming days,” he stated.

“Apart from this, the scope of Metaverse is expanding day by day as more industries are stepping into the sector. Lavie is in its exploring and research stage to achieve Metaverse to its full potential and bank on it for expressing the brand in innovative and creative ways in the future,” he further added.  

Future Plans

The brand is looking forward to penetrating deeper into Tier II and III cities.

“We see the organized category doubling in size every 3-4 years - from current 50 million units annually to 200 million plus units in the coming future,” he asserted. 

The brand aims to double sales in the next 3 years. It is forecasting a 60 percent revenue jump in the year 2022-23. Whilst achieving 70 percent local sourcing, it aims to open 300 Exclusive Brand Outlets in the next 3 years. 

“This year we are about Rs 500 crore of customer value, we aim to do at least 50 percent growth in the coming year. Our every year target is to double our exclusive outlet count every year as well,” he said.

“Going ahead, we aim to launch more than 200 products in 2023, open 500 EBOs, invest Rs 100 crore to double manufacturing and warehouse capability, and create employment directly and indirectly for 2,500+ people,” he further added.