Don't play safe, start taking risks to explore more dimensions: Nina Lekhi

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Vaneeta Punchvedi | 04 Feb, 2015
In an exclusive email interview to SME Times, Founder of a very popular brand "Baggit", Nina Lekhi said that woman entrepreneurs need not to play safe, they must start taking risks as it will help them to explore new dimensions.

She said that her brand "Baggit" has become successful because of the excellent team that works with 100 percent determination to achieve customer satisfaction. "We at Baggit are always on our toes and keep researching about the trends and the gaps that are available. We make sure the product that we design have contemporary and modern styles along with keeping an eye on the pricing of the product, making sure to manage a balance between the top line and bottom line. At Baggit, our products are not only fashionable, but also a value of functionality which connects with our consumers, thus, making us a hit in the Indian market," she added.

Excerpts of the interview...

Tell us something about your 25 years old renowned organization "Baggit"
Nina Lekhi: I started Baggit from scratch with an initial investment of 7000 rupees I received from my mother in the year 1990. And now after 25 years, it has become the country's largest selling brand with a strong presence in India. A brand that incorporates eco-friendly values to luxury products and its strong belief in 'Beauty without cruelty' won it a PETA Proggy award.

Aimed at the Modern Indian Woman, Baggit offers a wide range of accessories such as bags, belts, caps, wallets, iPad cases, multi-utility pouches along with several more wardrobe must-haves. Currently, Baggit has its presence in 101 cities across India, with 37 exclusive Baggit outlets and presence in 300 multi brand retail stores. Apart from that, we have also spread our wings in the UK market.

How you started your company?
Nina Lekhi: From a very young age, I was passionate about painting which inspired me to take up a diploma foundation art course at Sophia's. But after my failure at the art course, due to unavoidable reasons, I decided to do two part time courses; one in textile and another in interior decoration. After that, I picked up the tools of the trade and started the Baggit journey in 1985. But in the initial years, it was just a source of getting pocket money and helping out at home with minimum expenses. By 1989, Baggit became a serious business.

'Baggit' is a brand of people; one can easily recognize how 'Baggit' is capturing the market rapidly. How this success has become possible?
Nina Lekhi: Baggit as a brand has become successful because of the excellent team that works with 100% determination to achieve customer satisfaction. We at Baggit are always on our toes and keep researching about the trends and the gaps that are available. We make sure the product that we design have contemporary and modern styles along with keeping an eye on the pricing of the product, making sure to manage a balance between the top line and bottom line. At Baggit, our products are not only fashionable, but also a value of functionality which connects with our consumers, thus, making us a hit in the Indian market.

How you see the market and its changing trends from last two decades?
Nina Lekhi: The lifestyle industry has become very competitive over the last two decades, especially with the entry of more and more International brands, it has become very tough. In the fashion industry, buying and spending is mostly dominated by women. In recent times, the need of every woman keeps changing in terms of clothes, accessories, bags, depending on the varying fashion trends. Also, women nowadays require different bags for every occasion and something that will complement their look.

According to you what is that special thing which makes you different from others?
Nina Lekhi: Baggit has a strong edge over competitors, being an Indian brand; it easily connects with the Indian user and understands their needs. One special thing that makes us different from the other brands is that we are an eco-friendly brand with a wide range of vegan products. Our products have a perfect mix of fashion and functionality, which is usually the top lookout of every woman.

What types of issues you faced during the business start-up days?
Nina Lekhi: Compared to the external challenges, I faced more of internal challenges in my initial years. I had failed in an art course, and yet I wanted to be taken seriously when it came to bag-design. So for me, the most important criterion was to prove myself that my designs could sell rather than to anyone else. I worked rigorously, I used to go to college, also work at a retail store and every evening I use to run a factory in my own house. Hard work, determination to prove myself and a âno quitâ attitude along with energy and youthful exuberance saw me through those years.

Nina, you got the award from State of Maharashtra 'Business Karmayogini'. How you view this appreciation?
Nina Lekhi: According to me, âKarma Yogaâ is the consecration of all actions and the fruits we receive, to the Lord. Karma Yoga is a performance of actions dwelling in union with the Divine, removing any kind of attachment and remaining balanced in success and failure. Karma Yoga is understood as a yoga of selfless service. The important point is that one should serve humanity without any attachment or egoism. I really felt good when I received this lifetime achievement award from the former CM, it made me feel more recognized and motivated to continue to do good.

Would you like to suggest something to new and aspiring women entrepreneurs for success?
Nina Lekhi: Don't play safe, start taking risks as it will help you explore new dimensions. Once a while, it is advisable to go crazy; I love to cycle and going to goa on a bicycle was quite a crazy risk I had decided to take. Such kind of risks will always help you become stronger, both spiritually and physically. I personally follow this mantra, travel more & more!