Swiss Military is Winning Global Markets with Customisation and Local Insight

This Swiss Military brand has carved a distinctive niche for itself globally with its rugged durability, craftsmanship and timeless design. At the heart of its consumer goods division is Anuj Sawhney, Managing Director, who has helped take the brand from a European stronghold to a global lifestyle force. In an interview with BrandSutra, he talks about his journey—fuelled by a passion for international marketing and a vision for accessible luxury. The story mirrors Swiss Military’s evolution from its precision-driven roots to global multi-category offerings.

An Indian Mindset Meets Swiss Discipline

Anuj Sawhney’s association with Swiss Military began in 1997, shortly after returning to India from his MBA in the United States, where he majored in international marketing. “Everything that I always do is about creating good things and then seeing people enjoy the creativity,” he reflects.

His initial role as Sourcing Manager exposed him to the Swiss way of doing business—defined by black-and-white clarity, zero compromise and an aversion to shortcuts. “Coming from an Indian mindset, it was a paradigm shift. There was nothing called jugaad. Everything had to be precise, and that culture deeply influenced me.”

In 2006, Sawhney was appointed Managing Director worldwide, marking a significant shift in Swiss Military’s strategic direction. At the time, the brand was heavily concentrated in Switzerland, France and Germany—significant smaller territories than countries in the global east. “They were looking to expand beyond that landscape and needed someone they could trust,” he says.

Under Sawhney’s leadership, Swiss Military scaled into 26 countries, with varied operational models—including a licensee-driven one in Korea, distribution-led in China, and direct ownership in India. “We adapt to each market. For example, the leather sold in Japan is made in Taiwan, but in India, we source it from Kolkata. It’s always about understanding the local customer ethos.”

Swiss Military’s Indian arm, Swiss Military Consumer Goods Limited, is a publicly listed company on the BSE. “We call ourselves a Swiss brand with an Indian heart. Delivering global quality at local affordability is a burning passion for everyone in the organisation.”

Customising for India’s Diversity

Understanding regional preferences is a hallmark of the brand’s strategy. “A black and yellow backpack sells incredibly well in the South, but not a single piece moves in the North,” he laughs. “In Kerala, the best-selling luggage size is 32 inches, because people often travel to Dubai and Saudi Arabia. That insight helped us build tailored offerings.”

Key focus categories for the Indian market include travel gear (cabin bags, backpacks, laptop trolleys and accessories), electronics (neckbands, Bluetooth speakers, power banks) and kitchen appliances (mixers, irons, juicers). He adds that while camping gear and outdoor wear have found success in East Asian markets like Japan, Korea, and Taiwan, they remain niche in India—for now. “We’re keeping a close eye. If the market matures, we’re ready.”

At the core of Swiss Military’s philosophy lies a simple proposition: premium lifestyle for all. “We want to shatter the myth that global quality has to mean unaffordable prices,” he asserts. “One customer walked into our store, saw a trolley bag and assumed it was INR 30,000. When he found it was INR 7,000, he was stunned. That’s our value proposition—luxury without the luxury price.”

Warranty is another key differentiator. Where most luggage brands offer three years, they offer five. “The aspiration is always there: Indians want better options that don’t pinch their pocket,” says Sawhney.

A Brand Indians Can Aspire To

Despite operating in an intensely competitive market, Swiss Military relies heavily on word-of-mouth. “Perceived value is massive. When someone sees a high-end product at a fraction of the expected price, the first question is—‘Is this really Swiss?’ That skepticism is natural, but our quality does the talking.” The brand also caters to modern retail behaviors, understanding that today’s customer wants instant gratification and seamless experiences through a wide retail footprint and e-com and Q-com presence. 

“I wanted a global brand that Indians could finally aspire to own—and be proud of,” says Sawhney. Swiss Military’s goal is not just to offer international-grade products, but in a way that aligns with the values, affordability and tastes of each local region they sell in. The brand remains rooted in its principle of ‘premium lifestyle for all’.