Contractual manufacturer to Online Brand – BagsRUs’ journey with Browntape

For 22 years, Mihir Desai steered his company in the direction of contractual manufacturing. With focus on comfort, reliability and durability, each product is made combining the latest designs and functionality aspect in mind.

Being contractual manufacturers, top quality bags of different kinds were made by BagsRUs for various brands and corporates over the years. While the bulk production of bags kept happening, BagsRUs as a brand hadn’t made a foray into the retail industry.

From manufacturing to retail

BagsRUs had a number of reasons to stand out in the crowd:

• Only the finest and most durable raw materials are used, based on national as well as international standards.
• Designs were at par with most popular and unique designs.
• Comfort and functionality was the focus for every product.
• Rigorous and specific quality checks are done for every product.
• Value pricing was a given.

BagsRUs experimented with different kinds of bags to expand product portfolio into chiller bags to store cold beer, shoe string bags, sari bags, shirt bags and so on.

Based on the above Browntape suggested BagsRUs foray into the ecommerce world. Within 6 months, it witnessed a giant leap in sales. And as is said, the rest is history. It has become an independent fashion brand loved by all and has come out with a number of new products since entry. All that with the help of Browntape!

Becoming online brand BagsRUs

Mihir already had the following advantages:

• Manufacturing – New products could be introduced and existing products could be tweaked according to industry demand.
• Control on pricing – Since there was no third party involved, all the products could be priced in such a way that it gave value to the brand and the brand.
• Quality – Only top quality raw material are used for each product, which ensures customers get what they pay for, thus keeping them happy.
• Bulk products – Any product could be produced according to required numbers, thus keeping stock-out situations at bay.
• Control on the supply chain – Again, due to the absence of middlemen, products could be sent directly to customer or marketplace as per requirement.

Browntape helped to enhance the above in making online brand BagsRUs:

• Photography

Photography is one of the most important aspects in online selling. In the absence of the feel and touch factor, images of products grab customer eyeballs and impress them. They play a very important role in the customer’s purchase decision.

Also, online marketplaces have specifications about images and these have to be kept in mind for approval. Browntape’s inhouse photography team clicked images of the products in line with the specifications while also highlighting the unique features of each product.

• Product Content

BagsRUs products are unique and innovative, and some of them have functionalities, which are difficult to highlight through images. For example, one interesting product was a duffel bag that could convert from a backpack into a sling bag by changing the strap. This was highlighted in the product description.

Descriptions were customised to suit each product and highlight unique features, incorporating SEO and keywords.

• Product suggestions

Browntape gives constant directions about promising products that will help online sales based on market trends and demands.

• Daily operations

The Browntape team handles the entire daily ecommerce operations for BagsRUs. Once the cataloguing is taken care of, the team proceeds to listing on the identified marketplaces. Based on the inventory and order management done by the team, BagsRUs team just has to keep the products ready and ship them as per customer orders.

• Discounts and offers

Different marketplaces have different offers at different times. Also, understanding the pulse of the customer and the seller is important for this; seller should be able to fulfil the order once placed by customer. Browntape keeps track of these and decides the ideal ones for BagsRUs so that the right customers are reached at the right time.

Do you want your story to be the next Browntape success story? Contact Browntape today and we’ll  be happy to help you with your online selling operations.

Online selling requires a dedicated team and continuous efforts to see effective results. A good team and seamless set of processes are a must for smooth operations. Browntape Enterprise Services understands this and helps retailers to take their retail business online. Once on board, Browntape will handle all the daily operations while the retailers can focus on quality and variety of their products.