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Empowering Travelers: STRUTT Delivers Bespoke Experience

STRUTT, specialists in handcrafting unique and stylish soft luggage, epitomizes the fusion of innovation, style, and functionality in the realm of travel gear. Founded in 2019 by the visionary duo Shruti Dhanda and Vishesh Khosla, STRUTT emerged from their shared passion for travel and dissatisfaction with the available luggage options. Their mission: to revolutionize travel experiences by creating high-quality, stylish, and functional travel bags that cater to the needs of discerning travelers.

At the heart of STRUTT’s ethos lies a commitment to craftsmanship and individuality. The company specializes in crafting premium travel bags that seamlessly blend fashion with functionality, offering ergonomic design, lightweight durability, and ample space to cater to the demands of modern travel.

Recent innovations have propelled STRUTT into the spotlight. The introduction of the personalized travel assistant offers travelers a unique experience, providing tailored itineraries and expert advice free of charge. Meanwhile, the ability to customize travel bags allows customers to imbue their luggage with a personal touch, reflecting their unique style and personality.

Together, Shruti and Vishesh form a formidable team, united by their passion for travel and commitment to excellence. With their visionary leadership and dedication to crafting exceptional products, STRUTT has redefined the way we travel, one stylish bag at a time.

In an exclusive conversation with The Interview World, Shruti Dhanda and Vishesh Khosla illuminate how STRUTT distinguishes itself through its product offerings, emphasizing their dedication to design, functionality, and aesthetics, while also sharing their vision for the future. Here are the pivotal takeaways from their discussion.

Q: What inspired you to start STRUTT, and what gap in the market did you see that you aimed to fill with your unique soft luggage designs?

A: The inception of STRUTT stems from our profound affection for travel. As avid adventurers, we craved travel gear that not only served practical purposes but also reflected our style. Throughout our journeys, we noticed a significant void in the market, one we were eager to address with our distinctive soft luggage designs.

While waiting in airports, we couldn’t help but notice the prevalence of branded hard luggage, overshadowing the realm of soft luggage. Despite every traveler owning a piece of soft luggage, the market seemed to overlook its importance. This realization prompted us to fill the gap with branded, high-quality soft luggage options.

When consumers shop for hard luggage, they often gravitate towards established brands like Samsonite and VIP, known for their quality, reliability, and durability. However, the same level of trust and assurance was lacking in the realm of soft luggage. A simple search for a duffle bag or cabin bag often prioritizes aesthetics over brand trust and quality.

To address this discrepancy, we introduced STRUTT, a brand that not only caters to travelers’ stylistic preferences but also offers a trustworthy and reliable option in soft luggage. Recognizing the need to match the quality standards set by hard luggage brands, STRUTT instills confidence in travelers, ensuring their journey is accompanied by durable, reliable, and stylish companions.

Furthermore, the practical advantage of using cabin luggage over check-in luggage served as another driving force for us. Knowing that travelers could save up to 30 minutes per flight by opting for cabin luggage fueled our mission to redefine the soft luggage landscape. For us, STRUTT is more than just filling a market gap; it’s about enhancing the travel experience, one uniquely designed and trust-inspiring soft luggage piece at a time.

Q: How do you envision the Personalized Travel Assistant enhancing the travel experience for your customers?

A: The Personalized Travel Assistant represents a paradigm shift in how travelers engage with their journeys, embodying STRUTT’s commitment to enhancing the travel experience. Beyond a mere business endeavor, it signifies a profound connection with our community, rooted in the belief that travel should be more than profit-driven. The creation of the STRUTT Buddy is a testament to our dedication to enriching the lives of travelers.

Our interaction with travelers goes beyond transactions; it’s about embarking on a shared journey. The genesis of the STRUTT Buddy stems from a genuine desire to support and connect with travelers on a personal level. Our focus is on crafting a tool that reflects our values, prioritizing personalized experiences over financial gains.

The initial phase, PLAN with STRUTT, is just the beginning. This dynamic tool is designed to evolve, ensuring travelers have access to innovative solutions. The upcoming phase, Pack with STRUTT, will introduce an AI-assisted packing feature, further enhancing convenience.

What sets us apart is our commitment to providing these services completely free of charge, in line with our belief in accessible travel planning. We aim to democratize the travel experience, making it available to all.

In essence, the STRUTT Buddy embodies our unwavering dedication to the travel community. It’s about creating an ecosystem that ensures every journey is memorable, stress-free, and uniquely personalized.

Q: With the launch of customizable travel bags, what customization options are available to consumers, and how does this align with STRUTT’s mission?

A: At STRUTT, the introduction of customizable travel bags marks the beginning of a journey aimed at transforming how travelers interact with their gear. Understanding the inherent uniqueness of every traveler, we acknowledge the diversity in packing styles that mirrors the variety of destinations explored. Our commitment to customization extends far beyond surface-level aesthetics; it’s a dedication to catering to the distinct needs, requirements, and styles of each traveler.

Presently, our array of design options empowers travelers to personalize the appearance of their bags. Whether it’s selecting patterns, choosing colors, or even uploading images, our customization platform embodies our belief that every journey deserves a companion as unique as its voyager.

However, our journey toward customization doesn’t stop here. We’re actively developing a groundbreaking system poised to redefine the very essence of a travel bag. Imagine a platform where travelers can craft their bags from the ground up, choosing everything from size to pockets, handles, and straps. This transcends mere styling; it’s about equipping you with the tools to create a bag perfectly tailored to your travel needs and preferences.

In essence, our customizable travel bags signify more than just a fashion statement; they symbolize a dedication to individuality and a future where each traveler becomes the architect of their travel gear. At STRUTT, we’re not just offering bags; we’re empowering travelers to shape their journeys, one uniquely designed bag at a time.

Q: What sets STRUTT apart from other luggage brands in terms of both design and functionality?

A: STRUTT stands out among other luggage brands due to its unique blend of design and functionality, which goes beyond the usual confines of soft luggage. We’ve refined our approach by listening to and learning from travelers, understanding that soft luggage encompasses more than just duffle bags. Each bag design at STRUTT embodies utility and innovation, showcasing our dedication to offering more than just a mere container for belongings.

Our collection goes beyond the ordinary, featuring backpacks specifically crafted for travel that offer the convenience of packing similar to a soft suitcase. Some designs even incorporate built-in packing cubes, providing tailored organizational solutions for modern travelers. For the professional on the move, we’ve introduced bags with separate compartments, allowing for the separate packing of business attire or transforming the bag into a versatile daypack, travel bag, or messenger bag as required.

At STRUTT, we place a strong emphasis on compartmentalization to ensure every item has its designated space for easy access. Our mission is to create bags that adapt seamlessly to the varied needs of our travelers, whether it’s a corporate journey, an adventurous expedition, or a daily commute. Central to our bag-building philosophy is a focus on user-friendliness and accessibility, ensuring that each STRUTT bag becomes an essential companion tailored to its owner’s unique lifestyle.

Q: How do you approach the balance between aesthetics and practicality when designing your travel bags?

A: At STRUTT, we believe in crafting travel bags that seamlessly combine style and functionality. Our design philosophy revolves around the perfect fusion of aesthetics and practicality. Beyond merely looking good, our bags are designed to reflect the individuality of each traveler, blending the latest trends with timeless elegance.

However, we understand that aesthetics alone cannot suffice; practicality is equally crucial. That’s why we meticulously engineer our bags with innovative features such as smart compartments and adaptable designs, ensuring they not only look good but also enhance the overall travel experience.

Versatility lies at the heart of our designs, with options catering to various travel scenarios. For instance, our backpacks effortlessly transform into soft suitcases, while our bags boast adaptable compartments for different purposes. Using premium materials, we prioritize durability, emphasizing that our bags are not just stylish but also built to endure the rigors of travel.

In essence, STRUTT designs strike a delicate balance, offering travelers visually striking yet purposeful bags tailored to meet the diverse needs of the modern adventurer.

Q: Looking towards the future, what developments or expansions do you foresee for STRUTT in the coming years, both in terms of products & services and revenue growth?

A: Looking ahead, STRUTT anticipates significant progress and expansion that will drive us to new heights in both our offerings and revenue. In terms of products, we envision a continuous enhancement of our customization options. This includes introducing a revolutionary system allowing travelers to personalize every aspect of their bags, such as size, pockets, and handles.

Moreover, we’re on the verge of launching AI-powered packing solutions to streamline travel planning. In the realm of services, we aim to improve our Personalized Travel Assistant. This will transition from the current “PLAN with STRUTT” phase to “PACK with STRUTT,” leveraging artificial intelligence to revolutionize the packing experience. These innovations not only enhance the customer journey but also establish STRUTT as a pioneering force in the travel industry. On the revenue side, these expansions, along with strategic partnerships, are expected to drive substantial growth, cementing STRUTT’s position as a leading brand in the years ahead.

Discover STRUTT Air - Where Lightness Meets Backpacking Innovation
Discover STRUTT Air – Where Lightness Meets Backpacking Innovation


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