Swiss Military launches innovative SKUs, eyes South India expansion

Hyderabad: Swiss Military, the globally acclaimed lifestyle brand known for its premium and innovative products, announces the launch of new SKUs across its travel gear category, along with the expansion of its presence in South India.

Swiss Military's decision to introduce its new travel gear products is driven by the dynamic market landscape in India. With the country's increasing purchasing power, government initiatives to bolster domestic manufacturing, and the burgeoning e-commerce sector, there's a clear opportunity for expansion. In 2024, the Indian Luggage & Bags market is valued at US$15.04 billion, with an anticipated annual growth rate of 5.21% from 2024 to 2028. Notably, 87% of the market sales are expected to be attributed to Non-Luxury products. This strategic move by the Swiss Military aligns with the growing aspirations of Indian consumers and their heightened demand for premium luggage and travel gear.

The new product line includes nine travel products available in various colours, featuring unique specifications such as 8-wheel designs and aluminium trolleys, setting new standards in the industry for both functionality and affordability.

Mr. Anuj Sawhney, Managing Director of Swiss Military, stated, "As Swiss Military continues its journey of innovation and expansion, it brings me great pleasure to announce the launch of our newest range of travel gear products. With a steadfast commitment to excellence and affordability, our aim is to not only meet but exceed the expectations of our customers. This latest collection represents our dedication to providing unparalleled quality and functionality, ensuring that every journey is accompanied by the utmost comfort and style.

Targeting consumers seeking high-quality travel gear at accessible price points, the Swiss Military aims to meet the rising post-pandemic demand for luggage products, recognizing the shift towards travel and leisure activities. By offering superior products without compromising on affordability, the Swiss Military seeks to elevate the travel experience for its customers and become their preferred travel companion.

Swiss Military's expansion in South India includes partnerships with key retailers such as Achala Commercial Ventures, a 50-year-old distribution house catering to over 2000 stores across Southern India. Plans for further expansion aim to reach all districts and states of South India through strategic collaborations with distribution partners and regional large-format retailers.

"Expanding our presence in South India is a pivotal step in our commitment to serving our discerning customers in this vibrant region. With our current footprint in Hyderabad, Chennai, and Trivandrum, we are poised to extend our reach across all five states of South India. Through strategic partnerships with distribution channels and large-format retailers at the regional level, we aim to enhance accessibility to our premium products. Our focus remains on tier 1 and tier 2 cities, where we strive to better cater to the diverse preferences of our esteemed customers." - Anuj Sawhney, Managing Director, Swiss Military.

With a rich history spanning over three decades and a global presence in 26 countries, Swiss Military has rapidly gained traction since its recent retail launch in India, establishing itself as one of the leading brands in the domestic market. The brand's expansion in India signifies its commitment to serving customers in one of its largest markets outside of the EU.