Global luggage manufacturing major Samsonite has announced plans to boost its presence in Bahrain and capture a larger chunk of the market share.

Samsonite India, Middle East and East Africa managing director Subratta Dutta said Bahrain has been traditionally doing very well in the luxury luggage sector but the market had lagged behind in the 'masses' American Tourister brand.

'The American Tourister brand now has a market share of only around four per cent in Bahrain, primarily because we never developed this brand here,' Dutta, who is based in Mumbai, told the Gulf Daily News, our sister publication, during a visit to the Kingdom.

'The premium brand had been doing very well but now we plan to start promoting other brands.'

He said the company hoped to reach a market share of between 25 and 30 per cent by the end of next year.

'There is a tremendous potential for the brand in Bahrain with its money conscious masses being the main target. We plan to exploit that segment,' he added.

Dutta said the market share of the entire range of Samsonite products is also targeted to increase to between 45 and 50 per cent by the end of next year.

'We are planning to begin a major drive in Bahrain in the next few weeks, in keeping with the start of the holiday season when people travel home for vacations.'

Dutta said the company also planned to soon launch a range of casual bags in Bahrain under the brand name of Samsonite Red.

Accompanying Dutta to Bahrain were Samsonite Middle East vice-president Jai Krishnan and sales and marketing assistant director Anwar Khan.

Samsonite dealers Al Hawaj Group of Companies' subsidiary Beauty Care division manager Rajiv Ahuja said Samsonite is the world leader in superior travel bags and luggage accessories and combines notable style with the latest design technology.

'As one of the original brands in travel, Samsonite has continued to leverage its craftsmanship and heritage as an innovator, to create unique solutions for the sophisticated traveller,' Ahuja stated.

Samsonite brand executive Nitin Koul also accompanied the group.-TradeArabia News Service