Warm and receptive, my hush-hush meeting with Kanwalpreet Walia, the Chief Marketing Officer of the accessories and fragrances department at Titan was a short-lived affair, but of significant impact. Tasked with helming a legacy so omnipresent, her deterrence to stay stagnant is one of the reasons of IRTH’s rapid ascent in the accessories realm.
Their varied offerings and drive to deliver basis the requirements of today’s women – a close second. Having bonded over a zoom call on all things inspiration, her long-standing tenure at the mammoth that is Titan and a democratic perspective on all things fashion, she lets the ELLE audience into her world and that of IRTH’s, which boasts of a recently opened a store at Phoenix Palladium, Mumbai.
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ELLE: Can you tell us a bit about yourself and your role at IRTH?
Kanwalpreet Walia (KW): I’ve been with Titan for 14 wonderful years. My role as the Chief Marketing Officer for the fashion accessories division involves overseeing marketing, communication, and product strategies for both fine fragrances and women’s handbags. What brings me joy is the blend of logic and magic in creation—earning revenue while crafting beautiful products.
ELLE: How was the idea of offering bags under the IRTH brand conceptualised?
KW: Titan has a history of providing women with creative accessories across various divisions, like jewellery and saris. When we explored expanding into handbags, we conducted extensive research to understand women’s needs and discovered that bags are a natural extension for us. Instead of a brand-first approach, we focused on the category and its significance in women’s lives.
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ELLE: What are the current and future focuses of IRTH?
KW: Currently, our focus is on joy, organisation, and offering. In the future, we aim to enhance accessibility and create more personalised use cases for women, ensuring that our bags are not just accessories but joyful companions in their journeys.
ELLE: What are some of the hottest-selling styles at IRTH, and what makes them popular?
KW: Our laptop bags and mum bags are particularly popular. The laptop bags are designed with ergonomic considerations for comfort, while the mum bags are stylish and practical, addressing the needs of modern mothers. Our recent raffia-inspired leather collection is also gaining attention for its versatility and chic design.
ELLE: How does IRTH cater to the needs of modern Indian consumers?
KW: The Indian consumer is very aware and seeks authenticity in brands. They value meaningful stories behind products. At IRTH, we aim to resonate with this desire by providing stylish, functional bags that reflect the lifestyles of women today. Our connection to Titan helps build trust and credibility.
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ELLE: How do you see the handbag market evolving in the near future?
KW: I believe it will become a multi-brand landscape. Consumers are looking for a variety of styles and meaningful narratives. Brands that offer authentic products and cater to diverse needs will thrive. As people experiment more, they will appreciate accessible price points combined with great design.
ELLE: What is the underlying philosophy of your brand?
KW: Our philosophy is that organising is also a form of self-expression. We want our bags to empower women to express themselves beautifully while keeping their lives organised. That’s the essence of what IRTH aims to deliver. This focus on joy, organisation, and individual expression defines IRTH’s commitment to enhancing the lives of women through stylish, thoughtfully designed bags. The IRTH woman is someone seeking a joyful partner in her journey. She is adventurous, embraces new discoveries, and desires bags that not only serve a functional purpose but also enhance her personal style and expression.
