Making a mark in the handcrafted accessories segment

Luxury infused with utility thats what bespoke brand Vitasta\'s merchandise is all about.In a candid conversation with Retailer Media,Aditi Vitasta Dhar Founder and creative director of Vitasta expresses her views about her brand..
Elegance induced in Art
Luxury infused with utility thats what bespoke brand Vitasta's merchandise is all about.In a candid conversation with Retailer Media,Aditi Vitasta Dhar Founder and creative director of Vitasta expresses her views about her brand..
 
Tell us about the inception of your brand?
Vitasta is the Sanskrit word for the river Jhelum in Kashmir. Founder and creative director Aditi Vitasta Dhar launched her label in 2011.
The collections are a reflection of the underlying philosophy of Luxury+Utility, to create highly functional pieces, with a strong emphasis on handmade details.
The sensibility of the label has evolved from a juxtaposition of influences of Indian colours and craftsmanship, and a modern design aesthetic. 
The bags are elegant, luxurious and handmade with love.
 
Online is all about discounts and offers, so how do compete with various brand strategies in the market?
we try and offer special options to our customers through our website. We launch a new product every 2 weeks online, followed by  special weekend discounts for our customers. This works very well, as we get return customers to come back and see whats new and shop for bags at a steal:)
 
What are your price points?
Small accessories start at 2000, our handbags are priced between 5000-9000 and our travel bags are between 10000-18000 INR.
 
Who are your target consumers, and how do you reach out to them?
Our customer is a woman with self-confidence and style. She is independent, a traveller, and loves city life. She likes to invest in well-made bags, which are functional and chic, and fit into her busy world.
We stock with design stores who understand our customer and offer them fashion with a modern eye. We also reach out to our customers directly through our e-boutique www.vitastadesign.com and promote actively through our social media channels like facebook and instagram to engage with customers.
 
How do you retain the price sensitive Indian customer?
The Indian customer is only price sensitive insofar they find value in what they want to buy. Vitasta bags are priced with this in mind. Our philosophy is to make chic, handcrafted bags at an attainable price.
 
Do you have some expansion plans?
Yes, we plan to expand our distribution to specialty stores all over India.
We are also looking at Trade fairs to expand to stores worldwide.
We have a keen interest to open a Vitasta flagship store in the next 1-2 years.  
 
Where do you see your brand three-four years down the line?
I see Vitasta as a homegrown fashion accessory label for stylish, independent women. 
We want to establish the label in the attainable luxury segment of modern, high quality, crafted accessories, which are functional and chic.
Aditi Vitasta Dhar
 
 
 
 
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