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Antler in tie-up with Safari for India

Antler has entered the Rs 2,000 cr Indian travel goods market targeting the upwardly mobile and travelers flying abroad, reports Lalatendu Mishra.

business Updated: Apr 18, 2008 21:20 IST
Lalatendu Mishra

UK’s top luggage and travel products brand Antler has entered the Rs 2,000 crore Indian travel goods market targeting the upwardly mobile and travelers flying abroad. Antler, in a marketing tie up with India’s 3rd largest luggage manufacturing company Safari Industries will position its brand in the Rs 250 crore premium travel products segment that is growing by 30 per cent per annum over the last three years.

The company has strong presence in Hong Kong, Australia, South Africa, West Asia and Russia.

"Therehas been growing demand for our products in India as people’s income is rising and they have become more fashion conscious while traveling abroad," said Claire Willoughby, the company’s export division head.

Antler products, priced at Rs 5,000 to Rs 12,000 approximately, will be available at Safari exclusive stores, leading lifestyle stores, malls and multi branded stores.

"The great advantage of Antler products is their weight," said Prasanta Choudhury, CEO of Safari Industries (India). "Antler possibly makes the lightest luggage in the world and many people buy it to avoid excess luggage problems." It is also a status symbol, he said.

At the moment Samsonite and VIP are main top-end luggage brands in India. Antler is the market leader in luggage and travel goods in the UK.