Antler ties up with Safari to enter India

UK-based luggage brand, Antler, today forayed into the Indian market through a marketing tie-up with leading travel goods player, Safari Industries.

Antler products will now be available in India in the price range of Rs 4,695-Rs 11,995, and would offer a variety of travel goods in the premium segment, Antler's Head of Export Division, Clarie Willoughby, told reporters here.

These include roller cases, trolleys, laptop cases, casual bags and messenger bags, amongst others, Willoughby said, "We outsource our products from China but with increasing labour wages and fluctuating currency of China, we will have to look at other markets like Vietnam, Sri Lanka and India," she said.

Safari is eyeing at around 14-15 per cent marketshare from the premium brand in the next three years, Safari Industries' Managing Director, Amul Mehta, said.

Safari plans to roll-out 55 outlets by this year-end of which 15 would be premium outlets, he said. "We will invest around Rs 5 crore for rolling-out these outlets," he said, adding that at present, the company had 45 stand-alone outlets.

The company decided on a tie-up with Antler as it would be easy to enter the premium-end of the market through an established premium brand, Mehta said."Premium products are driven more by popularity," he said.