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Tag: Zouk

  • Zouk packs a punch with a hilarious Diwali twist

    Zouk packs a punch with a hilarious Diwali twist

    MUMBAI: Looks like this Diwali, men are finally unburdening their pockets! Zouk, the proudly Indian and vegan lifestyle brand, has rolled out a witty festive campaign that turns a familiar household joke into a clever gifting idea.

    We’ve all seen it, the brother, husband or father weighed down with everyone else’s keys, phones and lip balms, all because “her outfit doesn’t have pockets.” Zouk’s new film spins this everyday comedy into a relatable story of one man’s lightbulb moment, this Diwali, he gifts Zouk bags to his wife and sister, solving the problem once and for all.

    Full of humour and festive warmth, the campaign gently nudges viewers to see bags not just as accessories but as thoughtful, practical gifts that carry meaning long after the lights go out.

    “The festive season brings families together and with it come those uniquely Indian moments, like men being handed random things to hold,” said Zouk founder Disha Singh. “Our film captures that truth with humour. A Zouk bag doesn’t just solve the ‘no pocket’ problem; it’s a meaningful festive gift.”

    Beyond the film, Zouk has launched The Big Bag Festival, a curated gifting experience featuring festive combos and collaboration-led boxes with Palmonas, Bombay Sweet Shop and Renee Cosmetics. And for the last-minute shopper, Zouk’s products are now just a click away on Swiggy Instamart, Zepto, Blinkit, Flipkart Minutes and Myntra M-now.

    Blending tradition with functionality, Zouk continues to celebrate modern Indian households with its vegan, stylish and thoughtful designs. This Diwali, it seems the smartest gift you can give her, is a little less for him to carry.

  • Zouk’s Rakhi film shows support is as simple as holding her bag

    Zouk’s Rakhi film shows support is as simple as holding her bag

     MUMBAI: Turns out the most meaningful Rakhi gift this year… might just be a man holding a handbag. Zouk, the proudly Indian and 100 per cent cruelty-free lifestyle brand, has dropped a refreshingly emotional campaign for Rakshabandhan swapping swords and shields for something far more subtle: support in the form of a small but significant gesture.

    The brand film taps into a universal scene, one we’ve all witnessed, chuckled at, or starred in. A brother, boyfriend, or dad awkwardly clutching a handbag outside a store, waiting patiently. Zouk flips this from comic relief to cultural shift, showing how modern sibling bonds are less about protection and more about partnership. In the film, a brother holds his sister’s bag not because she asks, but because she’s chasing something bigger and he’s cheering her on, bag in hand.

    “Raksha Bandhan is about protection and support,” said Zouk founder Disha Singh. “But today, support doesn’t mean standing in front of someone, it means standing beside them. This film is a gentle reminder that even something as small as holding her bag can say: ‘I’m here for you.’”

    But the campaign doesn’t stop at emotion, it brings the festive feels to Zouk’s shelves too. In tandem with the film, Zouk has launched a vibrant line of curated Rakhi gift boxes, all wrapped in the brand’s signature prints.

    Each box includes functional and feel-good accessories like coasters, fabric diaries, bookmarks, passport covers, cosmetic pouches, and more. The idea? Gifting that’s both thoughtful and practical, something sisters (and their discerning brothers) will genuinely use and love.

    To sweeten the pot literally Zouk has partnered with top Indian brands like Bombay Sweet Shop, Renee Cosmetics, Gul, and Mcaffeine to co-create exclusive hampers that hit all the right festive notes. Whether it’s the aroma of artisanal skincare or the nostalgia of desi mithai, these gift sets are designed to deliver delight in every layer.

    Available now via Zouk’s Gift Shop, the festive campaign is more than just a seasonal play. It continues Zouk’s core storytelling style rooted in Indian values, aesthetically sharp, and emotionally resonant.

    So, this Rakshabandhan, forget the drama of macho posturing. Sometimes, the most touching brother-sister moment is quiet, simple and slung over the arm.
     

  • Bagging the spotlight Zouk hits the IPL runway with Kriti Sanon

    Bagging the spotlight Zouk hits the IPL runway with Kriti Sanon

    MUMBAI: In a season packed with sixes and sponsorships, one fashion-forward brand has knocked it out of the park with a handbag. Zouk, the proudly Indian and 100 per cent vegan lifestyle label, has stormed the Indian Premier League 2025 ad roster with its new campaign ‘A Bagful of You’, fronted by actor Kriti Sanon.

    This isn’t just a brand break; it’s a cultural statement. Featuring on Connected TV via JioStar during prime-time matches, Zouk is one of the rare women-led disruptors to enter a space traditionally monopolised by FMCG giants, fintech players, and frothy beverage brands. But as the game evolves, so does its audience and Zouk’s play is as smart as it is stylish.

    According to YUMI’s 2024 data, women make up nearly half of IPL’s urban and rural audience, a stat that may surprise the armchair analyst but not the brand. Zouk is speaking directly to this influential cohort with a message that blends heritage, confidence, and conscious fashion.

    By showing up in the middle of India’s biggest cultural moment, Zouk isn’t just flaunting bags, it’s flaunting purpose. The brand’s vibrant campaign isn’t shy about taking up space, much like the women it celebrates. Every product in Zouk’s line reflects its mission: functional fashion rooted in Indian aesthetics, with zero compromise on ethics or style.

    Commenting on the landmark moment Zouk founder Disha Singh said, “This is more than just an ad placement, it’s a statement not just for Zouk, but for every homegrown, women-led brand with big dreams. To be on the IPL stage, a platform that unites India is a celebration of how far we’ve come and where we’re headed. We’re proud to lead this change, representing the fearless spirit of the modern Indian woman who is confident, expressive, and ready to be seen and heard. Our campaign with Kriti Sanon, ‘A Bagful of You,’ is rooted in self-expression and everyday pride, and IPL allows us to tell that story to millions of Indians in a moment they truly care about.”

    Echoing the sentiment Zouk co-founder Pradeep Krishnakumar added, “IPL has long been dominated by legacy, male-focused advertisers but the landscape is shifting. We saw a clear opportunity to break the mold and engage a new, diverse generation of consumers who value purpose and identity. Our presence in IPL 2025 isn’t just about visibility; it’s about making a bold cultural statement.”

    With the leather-free label now batting on the biggest field in Indian advertising, it’s clear: Zouk isn’t just in the game, it’s changing how the game is played.

  • Zouk and Kriti Sanon unpack pride and purpose with A Bagful of You campaign

    Zouk and Kriti Sanon unpack pride and purpose with A Bagful of You campaign

    MUMBAI: Fashion just got a little more soulful and a lot more personal as Zouk, India’s proudly vegan and 100 per cent Indian lifestyle brand, has launched its latest campaign, A Bagful of You. Featuring National Award-winning actress Kriti Sanon as the face of the movement, the campaign isn’t just selling bags, it’s celebrating roots, resilience, and cultural pride.

    Rolling out during IPL 2025 across Connected TV, Youtube, and Meta’s social platforms, A Bagful of You marks Zouk’s grand debut on India’s biggest cricketing stage. Offline, the campaign is making waves too, turning malls and city streets into style runways where tradition meets ambition. With Zouk’s signature Indian prints and cruelty-free materials front and centre, the message is loud and clear: fashion isn’t just what you wear, it’s who you are.

    Commenting on the launch, Zouk founder Disha Singh said, “With ‘A Bagful of You’, we wanted to spotlight something that often gets overlooked the silent strength, pride, and individuality of the modern Indian woman. She is everywhere. She’s in cities and small towns, boardrooms and classrooms, weaving tradition into ambition every single day. At Zouk, we build cultural continuity into daily life. Our prints are proudly Indian, our materials consciously vegan, and our purpose deeply personal. This campaign is an extension of the message that fashion serves beyond looking good, it honours one’s connection to their identity and culture.”

    Kriti Sanon shared her personal connection to the campaign’s message as well, saying, “What spoke to me most about ‘A Bagful of You’ is that instead of selling an image, it’s a reminder of who we already are. What I carry says everything about what I stand for. Whether it’s a mood, a memory, or a moment of pride, it’s all part of me. So, beyond an
    accessory, it’s an extension of my personality, my roots, and my values. Zouk’s bags, with their beautiful Indian prints and cruelty-free materials, make that connection even stronger. When I carry a Zouk, I carry my culture with me, and I do it with pride.”

    Built on the belief that fashion should fit your soul, not just your style, A Bagful of You blends Zouk’s design philosophy with a relatable, heart-warming narrative that resonates with modern Indian women. It reflects everyday pride from boardrooms to classrooms where ambition and tradition weave effortlessly together.

    With over 15 lakh happy customers and exclusive stores now in Mumbai, Pune, Bangalore, Lucknow, and Gurgaon, Zouk continues to expand its footprint across India. The brand recently launched its women-first luggage line, further solidifying its commitment to creating functional, stylish essentials for today’s traveller.

    As Zouk grows its community of vibrant, rooted, and fearless women, A Bagful of You stands tall as a reminder that true style isn’t about fitting in, it’s about standing out, authentically.

  • “We remained dedicated to our core values”: Zouk’s Disha Singh and Pradeep Krishnakumar

    “We remained dedicated to our core values”: Zouk’s Disha Singh and Pradeep Krishnakumar

    Mumbai: The bags, footwear, and accessories category is an ever-evolving one. With sustainable, vegan, and cruelty-free products seeing an uptick and without it compromising their style statement, consumers are certain about what they want. A change in style and fashion every now and then is most welcoming; however, there are always some classics that never leave the shelf.

    Zouk is one such modern Indian classic that seamlessly combines contemporary and traditional elements to infuse subtle elegance into your lifestyle. Handcrafted, cruelty-free, and proudly Indian, Zouk celebrates the vibrant Indian culture and presents it to the world. The brand offers products in the bags & wallets, footwear, and accessories categories.

    Putting things into perspective, the bag and accessories direct-to-consumer (D2C) market in India is around one billion dollars and is growing at the speed of 50 per cent.

    Founded by IIM Ahmedabad batchmates and husband-wife duo, Disha Singh and Pradeep Krishnakumar, Zouk’s journey began when Singh visited Kutch for an IIMA course. She observed that her friends appreciated the local handicrafts but refrained from buying them because they weren’t functional. This led Singh and Krishnakumar to build a modern lifestyle brand from India for the world.

    Zouk’s product designs draw inspiration from Indian architecture, cultural diversity, and traditional handicraft techniques, making it a proudly Indian brand. All products are cruelty-free and responsible, with the brand being a PeTA approved vegan brand.

    With over 400,000 happy customers who have purchased products from their D2C website and other marketplaces, Zouk’s proudly Indian and cruelty-free offerings have garnered immense love and support. The brand has raised $4.5 million so far, with marquee investors mentoring and supporting it at every step. In its last funding round, series A, Zouk raised three million where Stellaris Venture Partners led the round, with Sharrp Ventures, JJ Family Office, Deutsche Bank India CEO Dilip Khandelwal, Manoj Meena of Atomberg, and Vineeta Singh and Kaushik Mukherjee of Sugar Cosmetics participating.

    Indiantelevision.com spoke to Zouk co-founders Disha Singh and Pradeep Krishnakumar at length about the journey of the brand, extending from being simply a bag brand to footwear and accessories, the D2C market, celebrity associations, and more.

    After earning her MBA from IIM Ahmedabad, Singh launched Zouk in 2016 with a clear focus on designing high-quality products that blend Indian handicraft design with modern functionalities, all while using 100 per cent vegan materials.

    Throughout her journey with Zouk, Singh has taken immense pride in upskilling and supporting over 400 expert artisans who help make Zouk’s proudly Indian products. As a woman in a traditionally male-dominated industry, she is proud to be supporting a diverse range of artisans and providing them with opportunities to grow and thrive.

    Aside from production, Singh takes on a variety of roles at Zouk, including product design, brand building, and digital marketing. Her husband and IIM Ahmedabad batchmate, Krishnakumar, oversees other aspects of the business.

    Under Krishnakumar’s leadership, Zouk has experienced remarkable growth, nearly 10x since the last fundraising round, the Pre-Series A round in mid-2021.

    Before co-founding Zouk, Krishnakumar worked at various organizations like Deutsche Bank, McKinsey, Guild Capital, and BrowserStack, gaining valuable experience in operations, strategy, growth, and venture capital. He has expanded Zouk’s distribution from being a purely D2C website driven brand to becoming a bestseller on Amazon.

    At Zouk, Krishnakumar takes care of operations, distribution, finance & investor relations, while Singh oversees other aspects of the product portfolio and brand building. Together with their team, they have recently conceptualized two successful events: Vegan Creator Day and Awards 2022, which celebrated content creators, and the Proudly Indian Fashion Show, which featured top content creators showcasing the brand’s heritage-inspired products in honor of India’s 74th Republic Day.

    Krishnakumar believes that India is a brand-starved country, and hundreds of exciting brands will be created in the coming decade. He is passionate about promoting entrepreneurship and frequently speaks at events and webinars on this topic.

    Zouk’s bags have appeared in the popular Bollywood movie Sherni and the celebrated OTT content, the Netflix series Little Things 3. The brand’s products have also been presented as gifts to Indian dignitaries visiting abroad.

    Edited excerpts:

    On the journey and evolution of Zouk since its inception

    Singh: The journey of Zouk since its inception has been an exciting one. We started as a brand focused solely on bags, offering stylish and authentic alternatives. Over time, we noticed the growing demand for ethically made products, which encouraged us to expand our product category to include footwear and other accessories. As we progressed, we remained dedicated to our core values, which helped us connect with a community of conscious consumers who appreciated our offerings.

    On witnessing the evolution of the D2C bag and accessory market in India, the kind of consumer trends that have shaped the industry, and upcoming innovations and trends

    Krishnakumar: Throughout the years, we’ve closely tracked the remarkable evolution of India’s D2C bag and accessory market. Consumer preferences have shifted towards ethical practices, driving a surge in demand for eco-friendly and cruelty-free products. Today’s customers are increasingly mindful of their purchasing choices, actively seeking out brands that resonate with their values and proudly celebrate their Indian heritage while making positive contributions to being a member of the proudly Indian family.

    Innovations and trends that are expected to disrupt the D2C bags, accessories, and footwear market might include advancements and manufacturing processes, the integration of technology for enhanced functionality, and the use of data-driven insights for personalized customer experiences.

    On expanding into different categories

    Singh: The motivation behind expanding into different categories like footwear and accessories was primarily driven by customer demand and market trends. As a brand, we wanted to offer a comprehensive range of cruelty-free products that catered to various lifestyle needs. We will continue to explore other relevant product categories in the future, always keeping in mind our core values and the preferences of our target audience.

    On the advertising, marketing and media strategy that you have put in place for Zouk

    Krishnakumar: Our advertising and marketing is focused towards reaching out to our customers in a way that they feel. The values that Luke is propagating is something that they associate with. So you will also see as you’re doing campaigns around Women’s Day and other festive times where they make their customers still the face of the brand. So everything that we do in our marketing and advertising is also centered around how we can project our products, in a way that that consumer understands their use cases, how useful it will be for them.

    We have a strong focus on digital media and social media platforms. These channels allow us to connect with our target audience more effectively and engage with them through creative and impactful content. While we recognize the importance of traditional media like TV, print, and radio, our primary emphasis remains on the digital space, where we can build a more personalized and interactive relationship with our consumers.

    On new-age brands aligning celebrity associations with their marketing strategies, brand ambassadors boosting sales and marketing efforts, and insights into specific collaborations such as the one with Sara Ali Khan

    Singh: Aligning celebrity associations with marketing strategies for new-age brands involves finding the right balance between the celebrity’s image and the brand’s identity. The chosen ambassador should genuinely connect with the brand’s values and resonate with the target audience. Additionally, it is essential to ensure that the collaboration feels authentic and not forced, as consumers are quick to recognize inauthenticity.

    As co-founders of Zouk, we believe that brand ambassadors can indeed have a significant impact on boosting sales and marketing efforts. They play a crucial role in increasing brand visibility, creating a positive image, and connecting with the target audience on a more personal level. Collaborations with the right brand ambassadors can help build trust and credibility, which, in turn, can positively influence consumer purchase decisions. One of the notable collaborations is with Sara Ali Khan, who is a well-known Bollywood celebrity also, well known for her social media presence. Her popularity and appeal to our target demographic helped us expand our reach and engagement on various platforms. Sara’s association with Zouk also aligned well with our brand’s values of cruelty-free practices, which further strengthened our brand identity.

    On leveraging social media influencers alongside traditional celebrities to maximize the brand’s reach and engagement

    Krishnakumar: To maximize our brand’s reach and engagement, we leverage both social media influencers and traditional celebrities. Social media influencers are excellent for creating authentic and relatable content that resonates with their followers. On the other hand, traditional celebrities can bring a sense of aspiration and glamor to our brand. By combining the two approaches, we can reach a broader audience and create a more diverse and engaging brand image.

    On the criteria for choosing a celebrity ambassador to ensure a strong brand fit, your advice to other D2C brands looking to initiate celebrity associations as part of their marketing strategy, and key learnings

    Singh: When choosing a celebrity ambassador for Zouk, we carefully consider several criteria to ensure a strong brand fit. Firstly, the celebrity’s values and image should align with our brand identity of being vegan, cruelty-free, and ethical. Their personality and lifestyle should complement our brand ethos. Additionally, we look for someone who genuinely resonates with our target audience and has a significant presence on social media platforms.

    Celebrity associations can be a powerful marketing tool when executed strategically and with a genuine alignment of values between the brand and the ambassador.

    Here are the points-

    a) The brand needs to ensure that the chosen celebrity genuinely resonates with your brand values and aligns with your target audience’s preferences.

    b)Look for a celebrity whose personality and lifestyle complement your brand ethos, creating a seamless fit between the ambassador and the brand.

    c)Leverage social media influencers alongside traditional celebrities to maximize reach and engagement across different platforms.

    d) Consider long-term partnerships with ambassadors who are genuinely invested in your brand’s mission, allowing for more impactful marketing efforts.

    On the significant markets for the brand, and international expansion

    Krishnakumar: The Indian market remains a significant focus for Zouk, and we are continuously looking to expand our presence in various regions across the country. Currently, the markets we are targeting include Mumbai, Bangalore, Chennai, Delhi, Pune, the Southern region, and the Western region. Regarding international expansion, it is indeed part of our long-term vision. We will carefully assess potential markets that align with our brand values and have a receptive audience for cruelty-free products.

    On retail expansion plans

    Singh: We are currently focused on expanding our retail presence both offline and online. For our offline expansion, we plan to open new stores in strategic locations. Additionally, we aim to establish exclusive brand outlets to offer an immersive experience. In the online realm, we’re expanding our product range and partnering with e-commerce platforms to reach a wider audience. Our omnichannel approach ensures a seamless shopping experience, integrating online and offline channels. With a commitment to customer satisfaction, we look forward to our continued growth and brand impact.

    On the consumers’ tastes suddenly seeing a shift towards sustainable brands

    Krishnakumar: The shift in consumer tastes towards sustainable brands can be attributed to increased awareness of environmental issues and the desire to make responsible choices. Consumers are becoming more conscious of the impact of their purchases on the environment and society, and they seek brands that share their values and contribute positively to the world.

    On your vision and way forward for Zouk

    Singh: Our vision for Zouk is to continue being a leading brand in the cruelty-free space, offering a diverse range of high-quality products that cater to various lifestyle needs. We aim to strengthen our position in the Indian market and explore opportunities for international expansion in the future.

  • IDBF 2022: The MarTech stack roadmap for D2C brands

    IDBF 2022: The MarTech stack roadmap for D2C brands

    Mumbai: The first panel discussion for the second edition of the Indian Digital Brand Fest 2022, held on 12 October at ITC Maratha in Mumbai, provided an in-depth look at how D2C brands are utilising the MarTech space to attract and retain customers, assisting in not only the sale of brands but also in experience with regard to pre-purchase and post-purchase, and for several other purposes such as warehousing and operations, and even putting out inventory on the website. It also brought out the role of agencies in helping D2C brands achieve all this.

    The discussion was on the topic of “The MarTech stack roadmap for D2C brands,” and was chaired by Wavemaker India’s head of audience sciences, Ronak Parikh.

    Zouk founder & CEO Disha Singh emphasised that as compared to the earlier days when the brand was dependent heavily on their tier I and metro target audience as they were the only ones who had the opportunity to access the brand online, now the brand also has customers across the tier II and tier III cities who have become comfortable adapting to buying D2C brands online, which has helped scale their business further.

    “Most D2C brands were focused on tier I cities because they had more opportunities to shop online. We used to focus more on tier one and metro cities, but thanks to Jio and the internet boom, tier II and tier II cities are also becoming potential markets, and now the split is equal across. This is about consumers’ lifestyle changes; being online and adopting the lifestyle process; and also being ready to experiment with the new brands. This has fueled the D2C base,” she said.

    Singh also revealed, “What has worked for us is providing the consumer with the right product with the right experience. The era of only providing a good product has gone. The consumer not only expects a good product from you at the right price point, but also to experience it pre-purchase and post-purchase. So be it a D2C brand or any brand which wants to grow in today’s times in India, it needs to provide an overall experience to the consumer which begins from when the consumer gets to know about your brand to when the consumer has bought from you.”

    Talking about the role of various MarTech tools that could be utilised, Havas Media group head of digital services India, Rohan Chincholi, brought out that when it comes to a D2C platform, it’s important to make the navigation and checkout process seamless. Hence, tools definitely play a vital role.

    “When you go to a marketplace, you go there for multiple reasons, but when you come to a D2C brand, you are coming with a very clear purpose. It’s not only about sales, it’s also about providing educational or informative content, making navigation and checkout very seamless. It’s very difficult for D2C brands as they do not cater to large audiences or on a large scale, but the money invested is high,” he pointed out.

    Essence vice president of media activation India, Rahul Marwaha, mentioned clearly that MarTech helps agencies and D2C brands to relook at an audience in a different way.

    Speaking of bringing agencies on board, Candere head of marketing & branding Akshay Matkar said that the agencies are experts on the audience while an in-house team is required as product marketers—both need to work on collaboration as per use cases for optimal results.

    “Our category, the jewellery category, was the last adopter of the digital space. During covid, it was not just the consumer behaviour but also the business behaviour of other brands coming online that led us to expand digitally. Tier I and metros were already there; tier II and tier III also started searching and transacting online, and the penetration is still there. Hence, we and our competitors are expanding and focusing more on tier II and tier III cities,” he added.