But first, the Qanta USP. The new range is the company's first wire-framed luggage with ``expanders'' which offer additional packing space. The product is targeted at traveller's who compulsively shop abroad, students and brides: in other words, people who want sleek looking suitcases, but with lots of space inside.

A student who is leaving India for higher studies or a bride who will be carrying all her clothes will find the luggage useful, reckons VIP. It's also an ideal luggage for the fashion-conscious traveller, who does not want to carry a big suitcase. To accommodate four big expanders, the product has a four-wire frame construction.

Available in just two colours,the VIP Qanta range covers four sizes-30-, 27-, 24- and 21-inch-and is priced at Rs 2,595, Rs 2,295, Rs 1,845 and Rs 1,445 respectively. The Qanta's launch in the Rs 1,200-crore Indian luggage market follows close on the wheels of the launch of two new brands early this month.

In addition, in the hard luggage segment, the company has recently extended its product portfolio by launching VIP Java in Mumbai. VIP Java comes in two sizes, Java 500 and Java 600, priced at Rs 1,430 and Rs 1,720, respectively. Says a company spokesman on the Qanta: ``For the first time, we will be launching a model that has a unique frame construction and offers a capacity of 30-130 litres.''

The company plans to highlight the `portable factor' of the product in all its communications. In September 1999, VIP plans to launch a multi-crore, multi-media advertising campaign to create awareness for the new model. VIP has appointed Mudra to handle the advertising accounts of its soft luggage, while HTA will handle the advertising ofthe hard luggage and corporate campaigns. ``By September, the product will be available at all our retail outlets across the country. We have positioned the model as an innovative product that is designed for greater convenience,'' adds the spokesperson.Currently, the company's distribution network includes, 10,000 retail outlets and 5,000 distributors across the country. As part of its brand-enhancement exercise, the company opened its tenth VIP Lounge in Ludhiana on July 9, 1999. Recognising the importance of the retail ambience, the company had introduced the lounge concept last year. Says Arun G Warey, managing director, VIP Industries: ``No one really enjoys shopping for luggage. So, it is an effort to improve the shopping experience. The VIP Lounge is a crucial element in our marketing mix.'' Currently, the luggage major has 10 lounges in major metros across the country.