Indian Consumers Are Now Global and Digital-First, Says Da Milano’s Sahil Malik

Da Milano, the homegrown luxury leather goods brand, has transformed from a single boutique in 2004 to a prominent player in India's burgeoning fashion accessories market, now boasting over 100 stores and a global footprint. In an exclusive interview with Hindustan Times Lifestyle, founder and Managing Director Sahil Malik reflected on the brand's evolution, crediting its success to a blend of artisanal craftsmanship, innovative design, and a deep understanding of the modern Indian consumer. Malik emphasized that today's Indian buyer is "confident, well-travelled, and digitally savvy," driving demand for premium, versatile products that rival international labels while celebrating local heritage.

Malik recounted the brand's humble beginnings in Mumbai, where he identified a gap for high-quality, affordable luxury leather items inspired by Italian techniques but adapted for Indian lifestyles. "We started with a vision to democratize luxury—offering handcrafted bags, wallets, and accessories that feel personal and timeless," he said. Over the years, Da Milano expanded rapidly, incorporating sustainable materials like vegetable-tanned leather and eco-friendly dyes, aligning with the growing eco-conscious segment. The brand's pivot to e-commerce during the pandemic further accelerated its growth, with online sales now accounting for nearly 40% of revenue, underscoring the digital shift in luxury retail.

Innovation remains at the core of Da Milano's identity, with Malik highlighting recent collections that fuse traditional motifs—such as block prints and embroidery—with contemporary silhouettes like crossbody slings and tech-friendly laptop bags. Collaborations with Indian artisans from Rajasthan and West Bengal have not only preserved dying crafts but also infused authenticity into global-ready designs. "Our pieces are built to last, but they're also about storytelling—each stitch tells a tale of heritage meeting modernity," Malik noted, pointing to the brand's emphasis on durability and versatility for the urban professional.

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Looking ahead, Malik is optimistic about India's luxury market, projected to reach $200 billion by 2030, but stressed the need for brands to stay agile amid fast-changing consumer preferences. Challenges like supply chain disruptions and counterfeit issues persist, yet Da Milano's focus on direct-to-consumer models and experiential retail—such as pop-up ateliers—positions it strongly. As Malik concluded, "The Indian consumer isn't just buying a product; they're investing in an emotion—one of pride in our shared craft and culture."

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