IRTH by Titan ramps up retail to win India’s handbag market

India’s women’s handbag market has undergone a notable transformation in recent years. What was once a largely style- and colour-driven category has evolved into one shaped by functionality, occasion, and personalisation. 

From wallets to crossbody bags, modern consumers now expect their accessories to do more than just look good — they must serve a purpose, fit a lifestyle, and reflect individuality.

Recognising this shift and the growing demand for versatile, well-designed bags, Titan Company introduced IRTH (pronounced Earth) three years ago. The brand offers a comprehensive range of products, including work bags, tall totes, shoulder bags, handheld bags, sling bags, crossbody bags, clutches, and wallets. 

It also features need-based collections, such as Delights, designed for specific occasions, and Organisers, crafted to support seamless day-to-night transitions.

“Bags are a high-affinity category with women across the globe. But when we looked at the Indian landscape, we felt there was scope for a brand that combined vanity with organisation. Today, women are highly mobile — for work, travel, and leisure. If you’re moving from point A to B, you need a bag. If you're carrying a bag, why not make it a reflection of your inner and outer self? says Kanwalpreet Walia, head of marketing for the fragrance and accessories division at Titan.

For example, IRTH has a special mom’s bag that’s stylish and functional — with a mat for soiled clothes, insulated bottle space, and stroller hooks. It came from a real conversation with a young mom-to-be in Nagpur who said, “Why are there no good-looking bags for mothers?”

The brand initially launched in 2022 and became fully functional in 2023.

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While e-commerce is a major growth channel for women's bags in India, IRTH’s strategy balances both physical and digital touchpoints. The brand is rapidly expanding its exclusive brand outlets (EBOs) across key metro cities.

“So, women's bags as a category — of course e-commerce leads the share of business. But if you look at Irth alone, retail leads the share—through departmental stores and our own stores,” Walia points out.

Currently, IRTH is present in over 20–25 cities via Shoppers Stop and Lifestyle. It operates seven standalone stores, including three in Mumbai and one each in Pune, Chennai, Hyderabad, and the newest in Delhi-NCR at DLF Mall of India, Noida. 

Explaining the rationale behind choosing the location, Walia mentioned that the goal for Irth is to be present in India’s top metros first. DLF, being a prestigious, high-footfall destination for fashion, is an obvious choice for them.

Despite being a relatively new retail entrant, the brand is already seeing traction. Walia adds, “Initial trends are encouraging. We're already witnessing 8–9% repeat purchases in our exclusive stores, a sign of high customer satisfaction.

Online, IRTH is strategically exclusive to Myntra, apart from its own D2C website (earth.in), which ships nationwide.

“Right now, we’re partnering exclusively with Myntra because their premium audience aligns well with our target segment,” says Walia. “Eventually, we may expand to other platforms. But this focused presence allows us to build the brand thoughtfully.”

While Fastrack, which is another bag brand from Titan, is available through quick commerce, IRTH has not yet adopted that approach. Together with Titan’s other brands (like Fastrack), the women’s bag portfolio sold approximately 570,000 units last year.

“We do see potential in gifting-based quick commerce. But that’s something we haven’t chartered yet for Irth. In the future, yes — it’s on our radar,” she hints.

Beyond the bags, IRTH's in-store experience is a major differentiator. Designed to feel like an inviting café with soft yellow tones, the stores offer a space for discovery and delight.

Irth has compact stores sized around 500–600 sq ft, but the layout encourages exploration and discovery. To deepen customer connection, the brand offers exclusive in-store services, such as name-tag engraving, premium gifting options with wax-sealed notes, and personalised packaging. 

These experiences, Walia explains, allow customers to invest emotionally in their purchase—especially when gifting. While some of these touches may be replicated online in the future, the tactile, do-it-yourself aspect in-store makes it all the more meaningful.

When it comes to marketing, Irth has consciously avoided tying the brand to a single celebrity face.

“It’s a question we often grapple with,” Walia admits. “But today’s consumer seeks relevance. Each product we design has a different personality. One face can’t capture it all.”

Instead, the brand has opted for multiple influencers, including micro- and macro-creators, who are carefully aligned with individual product stories.

“We prefer a storytelling approach where different faces represent different use cases. That gives us flexibility, authenticity, and room to connect with different women at different life stages.”

Despite its premium positioning, Irth ensures pricing remains within reach for most women.

“Our endeavour was always to be accessible premium. We price most of our products between Rs 3,000 and Rs 7,000. We also have a curated pure leather line that goes up to Rs 11,000,” says Walia.

The philosophy is simple: every woman should be able to own a piece of IRTH.

“We want women across the country to experience Irth—not just as a bag but as a daily companion that blends style with substance,” she says.