Sugarush has made space for itself in the wardrobes of younger women having individual personalities and style, who are always on the go and are particular about carrying different pieces for different occasions. The brand’s bags are made for the young modern Indian women who do not like to compromise on their individuality and personal style.

Abhinav Kumar

The USP of the brand is giving new millennial youth the dose of affordable luxury fashion that their bags are missing, its CEO, Abhinav Kumar told S&A.

Sugarush in the competition
At Sugarush, you will find products which are fashion forward, trendy and are inspired with experimental designs. SUGARUSH transforms the latest trends into accessible fashion at affordable price. It is the destination for stylish cosmopolitans that offers affordable fashion and relevant designs.”

Market
We have made space for ourselves in the wardrobes of younger women having individual personalities and style, who are always on the go and are particular about carrying different pieces for different occasions.

Brand’s DNA
The USP of the brand is giving new millennial youth the dose of affordable luxury fashion that their bags are missing. Sugarush handbags reflect their enthusiastic and energetic approach to the everyday personal style with a dash of twist which they call as the HEADTURNER.

Product line
The products take inspiration by fashion from around the world, and are very youthful. The collection includes more than 150 different styles of handbags, wallet, slings and satchels, which are edgy and exhibit strong design statement with interesting textures and patterns.

Strategy
Currently, Sugarush is selling at Bagline exclusive stores PAN India alongside their sister brands like The Vertical, Tommy Hilfiger-Travel gear etc. Sugarush is also retailed through multi-branded store Central and also with biggest online marketplaces in India including Myntra, Jabong, Amazon and Flipkart.

Target audience
Sugarush bags are made for the young modern Indian women who do not like to compromise on their individuality and personal style. Our affordable pieces allow us to have a bigger reach than our competitors. A typical Sugarush girl will be a fashionista and a trendsetter in her group in a tier 1 as well as tier 2 cities.

New market
We plan on venturing in the South Indian market by opening a new store in Bangalore. And we are also planning to expand our retail footprint in Mumbai as it is the fashion capital of India!

Challenges
The lifestyle industry has always been very competitive, and because of the entry of international brand, it has become even more so. But because of our unique designs, we have managed to create a niche in the millennial segment of shoppers.

Growth and Sugarush
Though, market analysis shows a growth trend for the next 5 years, but we have to remember that growth is gradual process, regardless of the nature of the market. Sugarush already has presence on all the major e-commerce platforms in the country like amazon, myntra, flipkart & jabong. In the next five years, we will be focusing on opening retail stores across India, in tier II and tier III cities as well, as we believe that due the affordability factor of our brand as well as the rising disposable incomes, we will be able to amass brand loyalists across India.

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