Ayush Tainwala on How Lavie “Bagged” its place in retail industry

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

My professional journey has always been closely tied to building meaningful, scalable consumer brands. Coming from a family with a deep-rooted legacy in manufacturing and retail, I’ve grown up with a ringside view of how businesses evolve, not just in terms of scale but in staying relevant to people’s lives. When I joined Bagzone, it wasn’t just about expanding Lavie as a handbag brand, but about shaping it into a lifestyle ecosystem that women across India could connect with.

It’s been a decade of learning by doing, whether it was setting up the supply chain, understanding consumer preferences from Tier I to Tier III cities, or building our own retail footprint while also learning from the online boom. I’ve had to wear multiple hats: from product development to branding to retail operations. What excites me most is that we’re constantly evolving, entering new categories, testing new formats, and using technology to sharpen our decisions. The scale we’ve achieved is gratifying, but it’s the constant pursuit of innovation that keeps me going

• When and how did Lavie start? How has the experience been so far?

Lavie started in 2009 when my mother, Shobha Tainwala, designed some colourful handbags for a family event. They got a great response, which made us realise there was real market potential. By 2011, we officially launched Lavie. Since then, it’s been a steady and rewarding journey, from being among the early fashion accessory brands in department stores to now running over 145 exclusive stores and offering more than 3,000 SKUs.

• When did the brand start franchising?

We began franchising in 2022 to expand our footprint more efficiently, especially in high-potential Tier II and III markets. The response has been extremely encouraging. Today, we have 105 franchise stores across 40 cities, out of a total of 145 Lavie outlets. Franchising has become a strong pillar in our growth strategy and allows us to partner with passionate entrepreneurs who believe in the brand.

• What is your management mantra?

Stay agile, stay relevant, and always listen to the consumer. Whether it’s a product update, a category expansion, or an operational tweak, while reminding ourselves to stay ahead of the curve.

• What are Lavie’s expansion plans for FY26?

We plan to add 40 new stores in FY26, focusing on both exclusive brand outlets (EBOs) and expanding through our franchise network. We’ll also deepen our presence in malls and selectively tap into key high-street locations. Alongside physical expansion, we’re also investing in building a stronger digital-first presence through e-commerce and online partnerships.

• Where do you see the brand 5 years from now?

Five years from now, we envision Lavie as a comprehensive lifestyle brand that offers not just handbags but also shoes, perfumes, watches, and more, reaching millions of consumers through a combination of strong offline presence, digital dominance, and international recognition.

• In your view, how has the handbags and accessories market evolved over the last 5 years?

Over the last five years, the handbags and accessories market in India has matured significantly. It’s no longer just about utility style, brand value, and personal expression now play a critical role in purchase decisions. We’ve seen a clear shift from function-first buying to fashion-forward consumption. At the same time, the rise of online marketplaces and social media has completely changed how consumers discover and engage with brands. Younger consumers, especially are highly informed; they research, compare, and look for products that align with their identity, including preferences around sustainability, design, and even the story behind the brand. This has pushed us as a brand to be more agile, more design-focused, and more transparent.

• How will it evolve in the next 5 years?

We expect greater demand for personalization, sustainability, and premium offerings. Omni-channel retail will become the standard, not the exception. There will also be more segmentation—affordable luxury, niche designers, and tech-enabled accessories are likely to emerge as strong trends.

• How have you integrated technology for the brand’s growth and expansion?

We’ve embedded technology across various business functions from consumer analytics and CRM-led loyalty programs to digitization of our supply chain. On the consumer front, we’ve leveraged performance marketing and real-time insights to better understand shopper behavior and personalise campaigns. Internally, tech has helped us reduce our design-to-market timelines, streamline inventory planning, and improve operational efficiency across our retail and online touchpoints.

• How do you plan to cater to the growing markets of Tier II and Tier III cities?

Franchising has been instrumental in driving our reach, especially into emerging markets. With compact store formats ranging from 150 to 300 sq. ft. and a modest investment requirement, the model is well-suited for local entrepreneurs. We’re also tailoring our product assortment to reflect regional preferences and are actively using digital marketing to create hyperlocal brand awareness and engagement in Tier II and III cities.

• 3 key trends according to you in the handbags and accessories industry right now?

Premiumization – Consumers are moving towards higher quality and design-led products.

Sustainability – There’s increasing demand for vegan leather and eco-conscious materials.

Fusion of fashion and function – Consumers want products that look stylish but also support their mobile, tech-enabled lifestyles.

• How important has the business model of franchising been in the industry?

Franchising has unlocked scale for many retail brands, and it allows you to grow faster without compromising on brand experience, provided you choose the right partners. For Lavie, it has become an integral part of our retail strategy, and we see it continuing to drive our growth in underpenetrated markets.

• How does Lavie support its franchisees?

We provide end-to-end support, from store design and setup to staff training, visual merchandising, inventory planning, and marketing. Franchisees benefit from our established brand recognition, national campaigns, and the strong product pipeline we’ve built through our in-house manufacturing and design teams.

• How does the brand choose its franchisees?

We look for alignment on values, customer-centricity, and commitment to retail excellence. Prior retail or franchise experience is preferred but not mandatory. What matters most is the passion to grow with us and deliver a great consumer experience.