Anuj Sawhney on Swiss Military

Anuj Sawhney is not your typical boardroom titan. He’s a storyteller at heart… one who once captivated audiences on the silver screen and today crafts aspirational lifestyles with the same cinematic flair, precision, and emotional resonance. As Managing Director and the driving force behind Swiss Military, Anuj has seamlessly transitioned from playing characters in front of the camera to building a global lifestyle brand that resonates with India’s modern, mobile, and design-conscious generation.

His journey from actor to industrialist isn’t a pivot; it’s an evolution powered by creativity, shaped by discipline, and polished by an almost obsessive attention to detail… a quality that defined his film career and now defines the DNA of Swiss Military. Whether he’s innovating travel gear that fits perfectly into the hustle of jet-setting millennials or launching curated dual-format stores for lifestyle and tech, Anuj remains focused on something far deeper than products: experience.

For him, Swiss Military is not just a label, it’s a lifestyle philosophy. One that blends heritage with high performance, quiet luxury with bold aspiration, and global design with Indian soul. From the first exclusive outlet in Surat to the ultra-premium Black Gold Collection, every move is intentional, every detail precisely curated, and every offering designed to empower the modern consumer… the kind who doesn’t just chase success but lives it, travels with it, and carries it well.

At the heart of it all is Anuj’s belief in Make in India, not as a trend but as a mission. His Faridabad facility doesn’t just manufacture products; it shapes narratives of skill, pride, and possibility. Under his leadership, Swiss Military is no longer just a brand known for its functionality and impulse appeal , it’s become a symbol of resilience, refinement, and relevance for today’s India.

In an exclusive and deeply insightful conversation, Anuj Sawhney speaks to Sumita Chakraborty, Editor-in-Chief, TheGlitz, on building a globally resonant brand Swiss Military rooted in Indian excellence, the cinematic threads woven into his entrepreneurial DNA, and why the Swiss Military lifestyle is just getting started.

Over To Anuj Sawhney, Managing Director, Swiss Military

Mr. Sawhney, you’ve seamlessly transitioned from being a beloved actor to a visionary industrialist and global brand leader. How have your cinematic roots and creative sensibilities influenced the way you build Swiss Military, not just as a brand, but as a lifestyle experience?

People often ask me about this transition from Bollywood to boardrooms, and for me, the common thread has always been creativity. The same creative DNA that drove me to perfect a character on screen now fuels my obsession with crafting the perfect Swiss Military experience.

In films, every detail matter – lighting, costume, dialogue, timing – and it is these details that create magic. That’s exactly how I approach Swiss Military. Whether we are developing a revolutionary backpack with smart compartments or crafting an ultra-premium trolley bag with sophisticated aesthetics, we design solutions that elevate everyday moments into extraordinary experiences.   

I see Swiss Military as a lifestyle. Every collection we launch is built with intention – the design, the detailing, the functionality—all woven into a narrative that reflects the modern global consumer. The filmmaker in me knows that audiences crave authenticity wrapped in aspiration and we embody just that. We’re rooted in four decades of legacy, yet we speak to the modern Indian consumer who refuses to compromise on quality or value.

The launch of Swiss Military’s first Exclusive Brand Outlet in Surat feels like more than just a retail expansion and more of a stylish statement. What emotions, consumer experiences, and aesthetics do you want people to walk away with when they enter a Swiss Military store?

Surat represents everything we love about modern India – entrepreneurial energy meets refined taste. Our Exclusive Brand Outlet (EBO) in Surat is a carefully curated experience that embodies Swiss Military’s core philosophy – premium lifestyle for all. The moment someone walks in, I want them to feel that premium quality is within their grasp.

The aesthetic is deliberately understated yet impactful. Clean lines, premium materials, intelligent product showcasing – it all comes together to create what I call “quiet confidence.” We have designed the space to feel both luxurious and approachable. I want customers to leave feeling empowered, like they’ve discovered a brand that truly understands their lifestyle needs.

The store showcases an extensive range of our products from premium travel gear to innovative electronics, all thoughtfully arranged to showcase how Swiss Military seamlessly integrates into every aspect of modern living.

The soon-to-launch ‘Black Gold Collection’ sounds every bit as luxurious as its name. What was the creative spark behind it, and who is the Swiss Military man or woman you envision carrying these ultra-premium pieces?

The creative spark for the Black Gold Collection came from the cultural shift of how dramatically Indian lifestyles have evolved and become globally connected. Today’s consumers are Instagram-savvy, internationally inspired, and incredibly discerning about what they carry. This generation is jet-setting between Mumbai and Milan, documenting their journeys, and they need gear that’s as photogenic as it is functional. Social media has completely transformed how we think about travel accessories. We wanted to create something that matched this new sophistication.

The Black Gold Collection was created for this new-age ‘Swiss Military man or woman’ who thrive on movement, express their personality through design, and expect high performance with effortless style. These are people who carry ambition on their sleeves, and demand accessories that match their pace and purpose. The new ultra-premium line of travel gear and daily essentials features trolley bags, sling bags, laptop backpacks and bags at accessible prices. Infused with Swiss Military’s signature style, the collection blends sleek, modern silhouettes with an exciting colour palette of pastels, metallics, and unique shades of teal, olive. It is premiumness redefined for the modern achiever who knows that true sophistication lies in the details and the value.

You’ve introduced a dual-format concept for your EBOs. travel in one, electronics and audio in another. Was this born out of lifestyle trends you’ve observed? And how do you want these separate worlds to connect with today’s aspirational consumer?

Yes, the dual-format concept is something we’re excited to roll out. Today, people are multitasking more than ever, they’re hopping between roles, cities, and screens. One moment they’re navigating an airport as a business traveler, the next they’re plugged into immersive audio while working remotely or unwinding. We’re no longer speaking to a single persona, rather we are designing for a lifestyle that’s fluid, fast-paced, and multidimensional.

With this in mind, we are developing two distinct store formats—one focused on our travel and lifestyle gear, and the other dedicated to consumer electronics and audio. Though the categories differ, the underlying design philosophy remains the same: world-class functionality, sleek aesthetics, and smart innovation.

Ultimately, the two-format experience is about presenting depth, giving each product category room to shine while still reflecting a cohesive Swiss Military identity as a design-led, multi-category lifestyle brand for contemporary aspirational India.

India is clearly at the heart of your global story, especially with the Faridabad manufacturing facility and your Make in India commitment. What does it mean to you personally to build a global brand with Indian roots and craftsmanship at its core?

For me, building a global brand with Indian roots is both a responsibility and a source of immense pride. India has always had the talent, the vision, and the capability. With Swiss Military, our goal has been to channel this potential into products that can compete confidently on the world stage, without compromising on design, durability, or value.

Our Faridabad facility, operating under the Make in India framework, is a reflection of our confidence in local capabilities and our long-term vision of delivering top-class products from India to the world. We have scaled local manufacturing to over 500+ SKUs showcasing that high-performing, design-led products can be conceived, developed, and produced right here. What excites me most is the ripple effect this creates as we are creating jobs and building skills.

Today in India, Swiss Military is synonymous with durability, precision, and premium products that are accessible. The brand enjoys one of the highest ‘impulse buy’ rates across categories because we focus on addressing ‘demand vacuums’ that other brands overlook.

You’re expanding into thousands of stores. from LFRs to MBOs, but beyond scale, what’s the Swiss Military lifestyle you’re curating for your audience? What emotions, aspirations, and everyday adventures do you want your products to be part of?

Our retail expansion is about making the Swiss Military lifestyle accessible to a new generation of ambitious, style-conscious consumers across India. The lifestyle we are curating is built around movement, resilience, and elevated utility. It’s for individuals who are constantly on the go but never compromise on how they show up. We want our products to empower that sense of readiness— whether it’s a student heading to their dream campus with the perfect backpack, a professional navigating a crucial business trip with reliable gear, or a family embarking on their annual vacation with luggage that won’t let them down.  It’s about enabling everyday adventures with products that blend global design with Indian sensibility. It’s aspirational yet accessible, bold yet refined—and always engineered to perform.