For years, handbags were sold to us as occasion pieces, something you styled for a dinner reservation, a wedding invite, or a perfectly curated Instagram moment. But somewhere between hybrid work schedules, chaotic commutes, post-office Pilates classes, and the emotional support water bottle era, the role of the handbag quietly changed. Today, the modern woman expects her bag to do more than complete a look; it needs to keep up with her life.
That shift is exactly where IRTH wants to position itself. With its latest “Always a Little Ready” campaign, the Titan-owned accessories label is leaning into a more behaviour-led approach to design, one that prioritises fluid lifestyles, intuitive organisation, and everyday ease without losing sight of style. Think lightweight silhouettes, adaptable compartments, and bags designed not for singular occasions, but for the many versions of a woman that can exist within a single day.
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At a time when consumers are increasingly gravitating towards products that feel intentional rather than performative, IRTH’s messaging taps into a larger industry conversation: the move from aspiration-driven luxury to emotional utility. The bag is no longer just an accessory. It is a quiet enabler.
In conversation with ELLE India, Kanwalpreet Walia, Business Head of the Women’s Bag Division at Titan Company Limited, breaks down why the future of handbags lies in adaptability, how women’s routines are redefining fashion categories, and why relatability may be the strongest luxury currency today.
ELLE: IRTH is positioning itself as a contemporary, women-first brand rooted in everyday relevance. What prompted this shift, and how does it reflect the changing realities of the modern Indian woman?
Kanwalpreet Walia: At IRTH, we started with observing the many journeys women move through in a single day, across work, travel, personal time, and spontaneous plans. The modern Indian woman’s lifestyle today is fluid, and the products she carries need to support that movement naturally rather than feel restrictive or overly engineered.
We also recognised that handbags are deeply emotional purchases. They are not just expressions of personal style, but companions to everyday routines and transitions. This inspired us to shape IRTH around everyday relevance rather than occasion-led narratives. Thoughtful design moves with you through the day, opening, adapting, and making space intuitively. Every detail is considered to support ease, movement, and intuitive access through changing moments.
ELLE: The “Always a Little Ready” campaign feels grounded in lived experiences rather than idealised moments. What key consumer insights shaped this narrative?
Kanwalpreet Walia: One of the strongest insights shaping the campaign was recognising that what women carry often reflects their routines, priorities, journeys, and personal style. We wanted to move away from overly constructed storytelling and instead focus on moments that feel familiar and naturally lived-in.
The insight was that preparedness today is less about over-planning and more about ease. Whether it is carrying flats after work or making space for hobbies during a commute, the campaign reflects how thoughtful design supports women as they move through the day, creating room for spontaneity, flexibility, and self-expression without friction.
ELLE: Handbags have long been marketed as occasion-led accessories. What made IRTH consciously pivot towards everyday micro-moments instead?
Kanwalpreet Walia: Women today use the same bag across multiple moments in a single day, from work and travel to errands and social plans. At IRTH, we wanted to reflect that reality more honestly rather than position handbags only around occasions.
We believe the most meaningful interactions with a bag happen in everyday micro-moments, reaching for something instinctively, transitioning between plans, or carrying small comforts through the day. For us, the shift is from product as an accessory to product as an enabler that supports movement, individuality, and transitions naturally.
ELLE: How do you translate something as intangible as “preparedness” into tangible design decisions — whether it’s compartments, materials, or form?
Kanwalpreet Walia: For us, preparedness begins with understanding how women move through the day and how thoughtful design can support those transitions naturally. Many of our product ideas came directly from observing how women organise essentials, shift between routines, and balance structure with flexibility in everyday life.
This translates into lightweight silhouettes, integrated organisers, adaptable forms, detachable accessories, and intuitive access to essentials. The idea is not to create complexity, but to design products that quietly move with women through the day, opening, adapting, and making space naturally.
ELLE: Today’s consumer is balancing multiple roles within a single day. How is IRTH designing for this multi-functionality without compromising on style?
Kanwalpreet Walia: Today’s lifestyles are fluid, and women are constantly moving across different environments and moods through the day. The IRTH consumer values organisation, but not rigidity. She seeks products that feel intuitive, effortless, and easy to move with.
Our approach is to create silhouettes that balance structure with flexibility. Lightweight construction, integrated organisers, and intuitive access support everyday movement, while refined proportions, contemporary finishes, and styling-led details ensure the bags still feel expressive and effortless to carry.
ELLE: There’s a visible shift from aspiration-driven storytelling to utility-led narratives across categories. How is IRTH ensuring this doesn’t come at the cost of emotional appeal?
Kanwalpreet Walia: For us, emotional relevance comes from relatability and products that genuinely fit into how women live and move through everyday life. The storytelling is not just about functionality, but about what that functionality enables: movement, spontaneity, self-expression, and ease through the day.
Thoughtful design moves with you through the day, every day, opening, adapting, making space without asking. Nothing inside is accidental. Every detail is intentionally considered to create a carrying experience that feels instinctive and personal.
ELLE: Could you walk us through how storytelling shows up across IRTH’s touchpoints, from product design to retail to digital?
Kanwalpreet Walia: At IRTH, storytelling begins with design itself. Every silhouette, organiser, charm, and styling detail is shaped around how women move through the day. The products are designed to feel thoughtful, intuitive, and effortless to style.
Across retail, digital, packaging, and campaigns, the storytelling remains rooted in behaviour-led moments rather than heavily staged narratives. The intention is always to position the handbag as part of everyday movement and expression rather than a standalone accessory.
ELLE: How do you see the definition of a ‘work bag’ or ‘occasion bag’ evolving, especially with hybrid lifestyles becoming the norm?
Kanwalpreet Walia: The definitions of work bags and occasion bags are becoming increasingly fluid because women today are no longer dressing for singular moments. A single bag may move from meetings to travel to social plans within the same day.
At IRTH, we are responding to this through adaptable silhouettes, intuitive compartments, integrated organisers, and styling-led details that support transitions naturally. The focus is on creating products that move with women through the day rather than defining a single role or occasion.
ELLE: In a crowded handbags market, what does “relevance” mean to IRTH today, and how do you measure it?
Kanwalpreet Walia: For us, relevance is about understanding how women live, style, and move through everyday life. It is not only about trends, but about creating products that feel thoughtful, intuitive, and naturally connected to evolving lifestyles.
We saw an opportunity to create a brand that balances contemporary styling with thoughtful organisation. The strongest validation for us is when consumers begin integrating IRTH naturally into their routines, journeys, and personal style rather than reserving the product for specific occasions alone.
ELLE: The campaign subtly positions the handbag as an enabler rather than just an accessory. How important is this shift in driving long-term brand loyalty?
Kanwalpreet Walia: We believe this shift is important because consumers today are looking for products that support everyday life while still reflecting individuality and personal style. Increasingly, the handbag is not just an accessory, but something that supports movement, transitions, flexibility, and self-expression through the day.
At IRTH, we wanted the handbag to feel like a quiet enabler of everyday life. Thoughtful design moves with you through the day, adapting naturally, creating ease, and making space intuitively without demanding attention.
ELLE: How is IRTH balancing functionality and aesthetics for a consumer who expects both, without trade-offs?
Kanwalpreet Walia: At IRTH, functionality and aesthetics are part of the same design conversation. The intention is to integrate organisation and adaptability into products that still feel contemporary, refined, and effortless to style.
From lightweight construction and intuitive access to essentials to elegant silhouettes, tactile materials, and styling-led details, every feature is designed to feel seamless within the overall product experience. The focus is always on creating products that feel thoughtful, purposeful, and naturally adaptive to real life.
ELLE: Looking ahead, how do you see consumer expectations in the handbags category evolving over the next few years — and how is IRTH preparing for that shift?
Kanwalpreet Walia: We believe consumers will increasingly seek products that feel more intentional, versatile, and connected to how they live and move through everyday life. There will be a stronger expectation for handbags that support multiple journeys through the day while still reflecting individuality and personal style.
At IRTH, we are responding to this through design-led innovation, adaptable silhouettes, integrated accessories, and more intuitive carrying experiences. Our focus remains on shaping a design language that feels thoughtful, intuitive, and rooted in everyday movement and ease.
