April 2025 | 1162 words | 4-minute read
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We’ve all been there: you find that dream camel-coloured office tote but have to scrabble about in the clutter of that un-sectioned, voluminous bag every time you need your keys or a pen. IRTH from the House of Titan, saw an opportunity to cater to the needs of the women of India, creating a domestic brand that caters not only to functionality but also aspiration. Every woman owns multiple bags, but most options today cater primarily to vanity. However, IRTH exists to elevate and organise every urban woman's journey.
“‘Organising is a beautiful form of self-expression’,” says Kanwalpreet Walia, Business Head, Women’s Bags, Titan Company Ltd. “IRTH Bags from the House of Titan are crafted with this design philosophy. Our bags are thoughtfully designed for women of today, to elevate their everyday. Designed with deeper understanding, delivering premium quality at accessible price points.”
The market offers great potential, but there has always existed a gap. At entry-level price points, choices are limited to either logo-driven labels, broad lifestyle brands, or international names priced at premium and luxury levels. However, IRTH’s Bags retail at a range of prices, starting from Rs 2,995; the genuine leather edit, curated exclusively for brand stores and the direct-to-customer website are priced between Rs 5,995 and Rs 10,995, while mini leather joys are available at introductory prices starting from Rs 295 to Rs 1,995. The price points make IRTH an accessible option for today’s urban Indian woman, delivering premium quality at an affordable price. It’s no wonder then, that the brand has been growing at a robust rate and has roughly 90,000+ customers who are proud owners of IRTH bags.
Design with intention
IRTH designs bags that are as thoughtful as they are beautiful, crafted with premium codes, utility and a modern aesthetic — all at an accessible price point — because the brand believes that function and fashion shouldn’t be a trade-off. Every detail, pocket, and strap is designed to simplify the everyday.
In a market that has a glut of bags in every shape and size, few are truly designed with intention, not accounting for the evolving needs of women on the move. The insight behind IRTH is simple yet one that is often overlooked: women want more from their everyday companions: beauty, thoughtful organisation, versatility and meaning. IRTH was born from this unmet need, in a quest to design bags that truly understand women’s journeys.
“The Indian consumer of today is highly aware and seeks authenticity in brands, valuing meaningful stories behind products,” says Ms Walia. IRTH is proud to create individual expressions for women on the move, who refuse to choose between style and practicality as they navigate their unique journeys. Whether it’s work, travel, or everyday errands, IRTH bags are designed to move with you, beautifully and effortlessly.
A tactile endeavour
Since the brand was launched in October 2022, it has expanded its presence to over 50 cities through 130 large format stores as well as online storefronts. For IRTH, exclusive brand stores were a natural evolution. Bags are tactile, which means experiencing them in person is irreplaceable. IRTH wanted to create a truly joyful experience for women, and that vision has inspired this space.
IRTH stores reflect the essence of IRTH: joy, thoughtfulness and everyday discovery. From the outside, the brand’s stores are designed to be showstoppers — a premium handbag destination — but accessible, like a warm, welcoming café you'd want to step into. Inside, it invites you on a journey of exploration — just like their products do. Anchored in the brand’s core philosophy, ‘Pockets of Joy’, the IRTH store is a vibrant gateway into its world.
New arrivals, perfect gifting picks, and the small, thoughtful joys woven into each bag greet you at the entrance. The journey unfolds with a full range of offerings, tailored to every style and need, with dedicated trial zones that invite reflection and mindful choice. A clean, minimal aesthetic forms the backdrop, brought to life with tactile textures and playful elements that encourage hands-on discovery. Around every corner, you'll find little moments of delight — spaces to personalise, to gift, and to experience the joy that IRTH is all about.
The brand is bringing the IRTH experience closer to women across India, with outlets in top-tier cities, continued expansion through large-format doors, and a strong presence across e-commerce platforms.
Bag your favourites
IRTH has a product portfolio ranging from workbags, tall totes, shoulder bags, handhelds, slings, cross body, clutches and wallets. Consumers can choose from these different categories available in both PU and genuine leather. However, the brand has also introduced categories unique to IRTH — Delights, Organisers and Little Joys.
Delights is an evolving range of products, which includes Mom Bags and Lunch Bags. While Mom bags are equipped with insulated milk bottle slots, changing mats, water repellent slots for soiled clothes, and have a hands-free option with detachable straps to be hooked on to the stroller, Lunch Bags are available in stylish silhouettes designed in premium neoprene for insulation.
The brand’s Detachable Organisers cluster is designed to make mobility styling more organised. Signature IRTH organisers in three sizes — S, M and L — adapt to your carrying requirements and are also available for specific needs. Think, Jewellery Organiser, Makeup Pouch and Shoe Bag. Little Joys are detachable accessories that complement women’s handbags. These include Miniature bags, coin purses, wire organisers, charms and key holders that can easily be clipped on to any bag.
A recent addition to the IRTH portfolio is Leather Exclusives — a collection which celebrates timeless sophistication with a contemporary touch. Crafted in India from premium pebbled leather and lustrous metal trims, each piece embodies enduring quality and impeccable craftsmanship.
Driving delight
In line with its brand and product philosophy, IRTH remains committed to strengthening its core proposition, Made to Delight, which continues to drive consideration and ownership for IRTH. Following IRTH’s retail debut with the launch of its first store/first yellow door in Mumbai, the brand plans to significantly expand its footprint in India with a target of 100 stores by FY27.
The brand’s initial phase will see ten new stores opening this year, in Mumbai, Pune, Delhi, Kolkata and Chennai, among other locations. The stores will be strategically placed in key urban areas to boost brand visibility and customer reach.
The brand also has a growing presence in over 50 cities through 130 large-format stores, including partnerships with Shopper’s Stop and Lifestyle. The ten upcoming stores will serve as a litmus test for the brand’s market viability. Post-evaluation, IRTH plans to invite franchisees to further accelerate its growth.
Further, IRTH EDITS will remain a hallmark of craftsmanship and curation, spotlighting global trends reimagined for Indian women. From its celebrated Canvas and Raffia collections to the soon-to-launch Pearls edit, each edition is crafted to delight, inspire, and elevate everyday style.
—Anuradha Anupkumar
