India, 02 September 2026: Swiss Military today announced the launch of Alpine Club, a new sub-brand that marks the company’s strategic entry into India’s growing mass-premium travel gear segment. The inaugural portfolio comprises 36 SKUs across three hard luggage collections: Miles, Helix and Vortex, priced between ₹6,500 and ₹7,500. Through Alpine Club, the company aims to strengthen its presence across Tier-2 and Tier-3 markets, where demand for branded travel gear continues to witness strong growth.
At the launch, Anuj Sawhney, Managing Director, Swiss Military, said, “India’s travel gear market is undergoing a decisive shift, with demand expanding well beyond the exclusive premium segment. We estimate the mass-premium category at nearly ₹5,000 crore, supported by rising consumer aspirations, growing preference for trusted brands and increasing demand across non-metro markets. Alpine Club is a strategic addition to our portfolio, giving us the platform to address this sizeable opportunity with a compelling offering for a fast-growing consumer base. It will be integral to strengthening our market presence and advancing our ambition of building a diversified, future-ready travel gear business.”
India’s premium travel gear category represents a substantial growth opportunity for Swiss Military. The company is targeting a 3–5% market share within the first three years, with Alpine Club expected to contribute nearly one-third of overall revenues during this period. The launch advances Swiss Military’s long-term portfolio expansion strategy and reinforces its presence in one of the category’s most promising growth segments.
Commenting on the launch, Digvijay Tiwari, Vice President, Marketing & Sales, Swiss Military, said, “Alpine Club is a strategic addition to our travel gear portfolio, built for the growing demand for versatile, high-performance travel solutions. We will drive retail visibility, expand distribution and build strong consumer preference. With clear positioning and relevance for today’s travellers, Alpine Club will be an important growth driver for Swiss Military and further strengthen our leadership in travel gear.”
As part of the initial rollout, Swiss Military has invested approximately ₹5 crore and will focus on Delhi NCR, Telangana, Gujarat, Bihar and Jharkhand as key launch markets and plans to establish Exclusive Brand Outlets (EBO’s) across these regions to accelerate market penetration. While Alpine Club debuts with a hard luggage portfolio, the company plans to progressively expand the brand into additional travel gear categories including Soft Luggage as part of its long-term growth roadmap.
The launch of Alpine Club reinforces Swiss Military’s broader ambition of strengthening its position in India’s travel gear market by addressing multiple consumer segments through a differentiated brand portfolio. With increasing travel demand, rising disposable incomes and a growing preference for branded luggage across Tier-2 and Tier-3 cities, the company sees Alpine Club as a strategic lever to accelerate growth and deepen market penetration over the coming years.
About Swiss Military:
Swiss Military is a global lifestyle brand with over four decades of legacy, known for creating products that combine strong craftsmanship, functionality, and clean design. Built on Swiss values of precision, reliability, and quality, the brand today has a presence across 26 countries and offers a wide portfolio of 300+ products, primarily in travel gear and accessories. In India, Swiss Military has positioned itself as a premium and aspirational brand by blending global design standards with a clear understanding of local consumer needs. Under the leadership of Anuj Sawhney, the brand has built a strong retail and distribution network across major cities and is steadily expanding into Tier-2 and Tier-3 markets. With a focus on design, product innovation, and wider accessibility, Swiss Military continues to strengthen its presence in India’s growing travel and lifestyle segment.
