Samsonite’s budget-friendly luggage brand, Kamiliant, has launched its first full-scale brand campaign in India, coinciding with the Indian Premier League (IPL). This marks a significant milestone for Kamiliant as it aims to establish its identity within the Indian market. Featuring Bollywood celebrities Tiger Shroff and Tamannaah Bhatia, the campaign is designed to enhance brand recall and connect with value-conscious travelers.
Positioning Kamiliant in the Samsonite Portfolio
Kamiliant operates as a strategic extension within Samsonite’s diversified brand portfolio, which includes premium Samsonite luggage and the mass-premium American Tourister. While it has been available in the Indian market since 2015-16, Kamiliant struggled with brand recognition. Many consumers were using Kamiliant products without realizing their affiliation with Samsonite, often confusing them with American Tourister.
To address this gap, Samsonite collaborated with consulting firm Centre of Gravity to conduct an in-depth market analysis. The insights led to the development of Kamiliant’s new brand identity, captured in the tagline: ‘Naam Hai Kamiliant, Kaam Hai Toughness’.
Changing Consumer Travel Trends
According to Anushree Tainwala, Executive Director of Marketing at Samsonite South Asia, consumer travel patterns are evolving. Previously, travel was largely necessity-driven, dictated by family visits and obligations. However, modern travelers are now embarking on journeys for professional growth, education, and leisure experiences. This shift has created a rapidly expanding market segment of first-time branded luggage buyers, a demographic Kamiliant seeks to capture.
IPL Debut: Kamiliant Expanding Reach Through Cricket
The timing of Kamiliant’s campaign aligns perfectly with IPL, ensuring maximum visibility. Tainwala highlights that IPL is not only India’s most-watched sporting event but also coincides with peak travel season (March-May), making it an ideal advertising platform. Kamiliant’s IPL marketing strategy includes:
- Connected TV ads to tap into the growing audience of streaming sports fans.
- A strong social media and digital campaign to engage younger demographics.
- Out-of-home (OOH) advertising to strengthen offline brand presence.
Selecting the Right Brand Ambassadors
Samsonite’s celebrity endorsement approach varies by brand. While Samsonite has worked with icons like Amitabh Bachchan and Sania Mirza, and American Tourister had a long-standing association with Virat Kohli, Kamiliant needed ambassadors with mass appeal across India.
Tiger Shroff and Tamannaah Bhatia were chosen for their pan-India reach. Shroff enjoys strong fandom in North India, while Bhatia commands a loyal audience in the South. Their combination ensures widespread appeal and reflects Kamiliant’s core values—Shroff symbolizes durability and resilience, while Bhatia represents contemporary style and elegance.
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Kamiliant’s Market Positioning & Pricing Strategy
Kamiliant is positioned as a value-segment brand, competing directly with Indian brands like VIP and Safari. The pricing strategy ensures affordability without compromising on quality. The brand is priced approximately 15-20% lower than American Tourister, making it an attractive option for first-time branded luggage buyers.
Brand Portfolio Segmentation:
- Samsonite: Premium segment with prices above ₹10,000, targeting affluent travelers.
- American Tourister: Mass-premium brand, youthful and trendy.
- Kamiliant: Budget-friendly option for stylish, durable luggage at a competitive price.
Distribution Strategy & Retail Expansion
Kamiliant has adopted a multi-channel distribution strategy to reach diverse customer segments. It operates through:
- General Trade: Presence in 4,000-5,000 mom-and-pop stores.
- Modern Trade: Strategic tie-ups with retail giants like Reliance and D-Mart.
- E-commerce: Strong presence across leading online marketplaces.
In October 2024, Kamiliant introduced Super Value Stores in high-footfall luggage markets like Parel (Mumbai) and Lajpat Nagar (Delhi). With over 60 outlets already operational, the brand aims to expand to 150-160 stores by year-end.
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Made in India: Local Manufacturing & Scalability
Kamiliant’s production is centered at its Nasik facility, which manufactures over 700,000 units per month. This ‘Made in India’ approach supports domestic manufacturing while ensuring consistent supply chain efficiency.
Conclusion
Kamiliant’s entry into the IPL marks a pivotal moment in its journey towards brand recognition in India. By leveraging cricket’s massive reach, enlisting high-profile celebrities, and implementing a multi-channel distribution strategy, the brand is well-positioned to dominate the value-segment luggage market. With a strong marketing push, Kamiliant is set to become a household name among India’s emerging travelers.
