Anuj Sawhney, MD, Swiss Military
Lifestyle and Utility Accessories Brand Swiss Military increases its presence in the retail trade with plans to add 3000 multi-brands of points of sale (MBOs) by the end of this year, which brings the total to 7,000.
The company is also spreading to modern trade, launches its own exclusive brand outlets (EBOs) and places more emphasis on e-commerce. It is planning to open 25 new EBOs in 2025 to reach 130 points of sale by the end of next year. The expansion comes as 78 percent of the company’s turnover remains from offline channels.
“Fast trade is another important area of attention – we are actively onboarding platforms such as Zepto and Blinkit,” said Anuj Sawhney, director of the Swiss soldiers. Currently, 22 percent of the income comes from online and fast trade channels. “That balance is absolutely set to shift, especially with the rising demand in Tier-2 and Tier-3 cities,” he added.
Sawhney noted that consumer behavior in smaller cities is quickly evolving. “Online store trends rise considerably in Tier-2 and Tier-3 cities. With increasing disposable incomes and ambitious lifestyles, these consumers correspond well with our Merkethos and the Swiss legacy. That is where our next wave of growth is.”
Facility in NCR
To support its growth plans, the company has set up a production facility in Faridabad, Delhi NCR. “The new factory has a installed capacity of approximately 1.00,000 baggage sets. It significantly improves our go-to-market timelines and enables us to respond faster to demand,” Sawhney said.
He added that the company rather imported luggage and electronics from Japan and China. “Although India is still lagging behind for two to three years in terms of matching worldwide quality and speed, progress is promising. We combine worldwide expertise in the field of Sourcing with the growing production force of India to reduce costs and shorten the lead time.”
For Q4 FY25, Swiss army reported a consolidated turnover of £ 59.14 Crore. The profit after tax (pat) for the quarter was £ 2.87 crore – an increase of 21.07 percent compared to £ 2.37 crore in the same period last year.
Published on 8 June 2025
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