American Tourister has launched a new campaign titled ‘Made in Nashik. For the World,’ highlighting the city’s role in the brand’s global operations. The film focuses on Nashik, home to the brand’s largest factory, and pays tribute to the people and processes that contribute to its manufacturing strength.
The television commercial is shown through the perspective of workers at the Nashik plant, where manufacturing processes are interwoven with scenes of the city’s everyday life — from riverbanks to bazaars, from the beat of the dhol to Paithani weaving. The campaign connects Nashik’s tradition of craftsmanship with the daily work inside the factory, reflecting the efforts of the people who contribute to the brand’s production.
The film presents the workforce as central to the brand’s success, with each worker contributing skill and commitment to create products distributed worldwide. With around 25,000 families associated with the brand, the campaign underscores how a local community supports a global business.
Anushree Tainwala, Executive Director - Marketing, Samsonite South Asia, said: “Our aim is to make every Indian swell with pride upon seeing an American Tourister. This is not luggage — this is Nashik’s skill, fuelling global travel. The campaign reflects our deep gratitude to the thousands of hands and hearts in Nashik whose dedication has helped American Tourister earn the trust of travellers across the world. By showcasing their stories and celebrating their heritage, we want every consumer to know that behind every journey stands the spirit of Nashik.”
She added, “Scale here is more than numbers — it’s a symbol of pride. Nashik is home to American Tourister’s largest manufacturing facility, where over 60 lakh units take shape every year. This factory also shapes Samsonite’s other iconic brands, making Nashik a place where local craftsmanship meets global travel dreams.”
Once known for its temples, music, and cinema, Nashik is now also a key centre for travel goods manufacturing. Each bag produced at the Nashik plant represents the city’s craftsmanship and its growing role in the global travel industry.
