Samsonite is currently enjoying a strong position in the Indian market, supported by strategic investments and a growing demand for branded luggage solutions. Despite facing challenges from increased competition and discounting by rival brands, the company remains optimistic about its future in India.

India as a Key Market

Samsonite recognizes India as a crucial market, with its brands catering to various price points. The company has observed a clear shift in consumer preference towards branded luggage, driven by increasing travel, weddings, and the rising mobility of younger consumers from smaller towns. This trend signifies a structural change in the market, rather than a temporary surge.

Jai Krishnan, CEO - India, Samsonite South Asia Private Limited, has expressed confidence in India's economic trajectory and the company's focus on outperforming global growth rates. He noted that Samsonite is targeting consumers who are willing to pay more for durable and repairable luggage.

Manufacturing Prowess

Samsonite has made significant investments in its manufacturing capabilities in India. The company's Nashik factory has become its largest manufacturing base globally, surpassing facilities in Belgium and Hungary. After two phases of capacity expansions with a capex of ₹250 crore, the Nashik facility's capacity has tripled to 7 lakh pieces per month in six years. This expansion allows Samsonite to manufacture luggage units under its brands: Samsonite, American Tourister, and Kamiliant.

The company is also focusing on increasing self-sufficiency by indigenizing components, which reduces import dependence and enhances supply chain resilience. Samsonite is planning its next phase of expansion and is considering locations in North, South, and East India. A decision is expected within the next 12-18 months, with construction anticipated to take 9-12 months, potentially utilizing modern prefab options to expedite the setup.

Retail and Online Presence

Samsonite is expanding its retail network, with plans to increase its store count from 600 to 1,000 in the coming years, focusing on smaller towns and emerging cities. The company opens approximately 50 new stores annually, utilizing franchising models to maintain brand consistency and reach viable markets.

Online sales currently account for about 16% of total revenue, driven by marketplaces like Amazon and Flipkart. Samsonite anticipates further growth in digital channels. Additionally, exports represent about 10% of monthly production, primarily serving internal group companies across regions including Europe, the Middle East, and Latin America.

Challenges and Way Forward

Despite its strong position, Samsonite faced a slowdown in sales in 2024, with an 18% decrease to $210 million. This was attributed to increased competition and aggressive discounting by rival brands. However, the company is observing an upward trend in 2025, signaling a recovery.

Samsonite is prioritizing brand value over deep discounts and focusing on premiumisation and quality to maintain its market position. The company is confident that repeat purchases will favor established names, ensuring long-term growth and brand loyalty.