What’s in my bag?: RASHKI’s commitment to women and the planet.
Bags, often viewed as a functional item or a statement piece play a surprisingly significant role in a woman's life, resonating with her individuality, confidence, and persona. This nuanced narrative is beautifully illustrated by RASHKI, a bag brand that has captured the hearts of over 35,000 customers. Founded in 2018 by Rahul Jain, Shivani Popat, and Rustam Chaudhary, RASHKI set out to provide women with a solution that combines quality, comfort, and style, catering to the modern woman who refuses to compromise on her aspirations, values, and lifestyle.
With a deep understanding of the contemporary woman’s needs, RASHKI has crafted a range of sustainable, vegan leather bags that embody the perfect blend of functionality, elegance, and eco-friendliness. From laptop bags to office bags, each piece is designed to empower women to take on their daily challenges with confidence and poise. In an exclusive interview with co-founder Shivani Popat, we learn the brand’s story, inspiration, and commitment to sustainability, creating bags that not only empower women but also prioritize the planet’s well-being. The brand showcases a beautiful synergy between fashion, feminism, and environmental responsibility.
MOSAIC: What inspired you to start RASHKI Bags, and what does ‘RASHKI’ mean?
Shivani: Amidst the hustle of urban India, a curious observation sparked the creative idea – we noticed that while most professionals lugged basic backpacks to work, only a privileged few flaunted premium, branded bags. Then we dug deeper and discovered that most people wanted high-quality, stylish work bags, but were deterred by the hefty price tags or uninspiring designs. This void in the market ignited a passion within us to create something extraordinary. And so, RASHKI was born. Derived from the Farsi word meaning ‘something so special that everyone desires it,’ RASHKI embodies our mission to craft work bags that are not only functional but also coveted. With RASHKI, we’re redefining the art of workwear accessories, one bag at a time.
MOSAIC: Can you share RASHKI Bags’ vision, and how do you aim to make a positive impact on the environment?
Shivani: At RASHKI, we’re committed to redefining the future of fashion – that’s why we’ve made a conscious decision to ditch animal skin and opt for sustainable alternatives instead. But our eco-friendly approach doesn’t stop there. We’re also tackling the scourge of fast fashion, which is responsible for a staggering amount of environmental waste. To combat this, we design products with longevity in mind and focus towards a more sustainable, responsible fashion future.
MOSAIC: What is a RASHKI bag, please highlight the USP, and other than being 100 per cent vegan, what other design or functional aspects does the brand focus on – style, comfort, pricing or trends?
Shivani: We are a brand built on consumer insights and problem-solving. For example, we noticed that in India most working women like to carry a lunch box, laptop bag and handbag to work. It is inconvenient to carry so many bags so we built a tote bag with a compartment for lunch. Another example is that most women travel to work by car or public transport. It is difficult to carry a leather tote bag on your shoulders all day because of the weight of the items in it. We invested in this consumer insight and built Aria – a tote bag which seamlessly converts into a backpack on the go. This is a great product that offers smart usability. The features in our bags focus on comfort without compromising style or luxury. Our products are a perfect blend of functionality and minimalistic fashion.
MOSAIC: How do you think customers are becoming more aware of the environmental impact of their purchasing decisions, and what role does RASHKI Bags play in this shift promoting 100% vegan bags?
Shivani: A quiet transition is underway in the world of fashion with a growing number of conscious consumers seeking out slow and cruelty-free fashion, making intentional purchasing decisions that align with their values. While environmental impact may not be the top consideration for most consumers, it’s now firmly in the top three – a significant shift in the right direction. This is where RASHKI and other like-minded vegan brands come into play. As consumers increasingly prioritize sustainability and compassion, we’re becoming the go-to choice for bags that not only look great but also do good. By choosing RASHKI, consumers can trust that they’re supporting a brand that shares their values and is committed to making a positive impact.
MOSAIC: Are there any customer concerns or misconceptions about vegan (sustainable) bags, and how do RASHKI Bags address these concerns?
Shivani: There is a common perception that vegan leather bags aren’t good quality, however, we are trying to debunk this by designing products with custom vegan leather which is high quality – strength, durability and life.
MOSAIC: How does RASHKI Bags promote its products and values to customers, and what strategies have been most effective?
Shivani: RASHKI’s focus is authenticity which is at the heart of our brand storytelling; the reason why we’re leveraging user-generated video content on social media platforms to connect with our audience. We encourage real-life consumers to share their real experiences with our products, creating relatable content and ultimately trust.
But here’s the best part: our existing customers are so passionate about our brand that they’re sharing their own product usage stories organically on social media! This organic word-of-mouth publicity is a driver of engagement and community-building. By amplifying the voices of our customers, we are contributing to a market that promotes conscious products.
MOSAIC: Can you share any successful marketing campaigns or collaborations that RASHKI Bags has undertaken?
Shivani: In 2023 Rashki pioneered sustainable fashion using Banofi leather, upcycled from banana waste. The brand launched a stylish range of eco-friendly bags, including the Snow crossbody bag, Unica Eco handbag, and Fede tote bag, offering a guilt-free luxury experience. The brand also collaborated with many social media influencers who believe in sustainability and created awareness through this campaign.
Bestsellers and Inspirations
Aria: 3 in 1 convertible tote bag for women
https://RASHKI.com/products/aria-laptop-bag?_pos=1&_sid=c706135de&_ss=r
Juno: Tote bag with a secret lunch compartment
https://RASHKI.com/products/juno?_pos=1&_sid=276e009a8&_ss=r
Tero: Laptop bag with detachable laptop sleeve
https://RASHKI.com/products/tero?_pos=2&_sid=29f1a6858&_ss=r
MOSAIC: Who or what inspires your design process, and how do you stay ahead of the curve regarding sustainable fashion trends?
Shivani: We observe our target consumer, the working woman, in her daily life and understand her bag-related issues. Our endeavour is to solve a tangible problem through design innovation. When we do this, our products typically have a long life cycle, thus promoting slow fashion.
MOSAIC: As we approach International Women’s Day, can you tell us who is the RASHKI woman? How do you support and empower women in your organization and community?
Shivani: RASHKI woman embodies independence, self-belief, and a passion for creating positive change. We’re dedicated to supporting women in India, prioritizing their needs for comfort, quality, and style. Our team reflects this commitment, with a diverse mix of women in the founding team, design, marketing, and production roles.
MOSAIC: What are RASHKI Bags’ plans for market expansion, product development, and sustainability initiatives? Any plans to branch into RASHKI apparel or jewellery?
Shivani: RASHKI Bags has a clear vision for future growth, aiming to become the most aspirational brand in the bags category. Over the next two years, the company plans to expand its market presence by entering global markets and establishing an offline retail presence in India. In terms of product development, RASHKI Bags will introduce new subcategories of bags, including duffle, luggage, and weekender bags. While the company’s primary focus remains on bags, it may explore opportunities in adjacent categories, such as apparel and jewellery, in the future.