CarryPro Backpacks: Creating a Niche in Backpacking

Abstract

The backpacking market in the Indian luggage industry is growing steadily, driven by the increasing popularity of adventure travel and backpacking among the younger generation. In 2018, CarryPro entered the Indian market with the intention of focusing on the need for lightweight, durable backpacks. For ultralight luxury travel, CarryPro backpacks were superior. Ankit Agarwal (founder and CEO) has highlighted the competition-related challenges to CarryPro’s growth. Wildcraft, Quechua and Decathlon dominate the backpack market in India. Other brands are also gaining popularity in India, with brands like Thule, Peak Design, and Patagonia becoming more widely available. The competition has heated up because of the growing interest among our rivals in backpacks’ utility. CarryPro, which entered the market with just three products, faced severe competition from established companies with extensive product lines. The company contemplated raising backpack sales by 20%–30% annually. However, they knew carving a niche among backpackers would be challenging without using sound distribution, branding and positioning strategies. The brand strategy and sales and distribution network operated by CarryPro proved to be the company’s deciding elements in the long run. Hence, the founder contemplated various branding, positioning and distribution strategy options.