Case Study: Growing TANN IN, a Kolkata Leather Bag Brand, on Google
TANN IN is a Kolkata brand making handcrafted genuine leather bags – from everyday handbags, slings and totes to Shantiniketan leather bags with hand-printed Bengal artwork. ICONIX works with TANN IN on its website, search visibility and digital marketing. This case study shares what we fixed and why it matters for any D2C brand selling online in India.
The challenge
TANN IN had beautiful products and a WooCommerce store, but orders were not flowing cleanly to shipping, the store had no Google Search Console or Analytics, and the brand was almost invisible on Google outside searches for its own name.
What we did
Order flow: fixed the checkout so every order carries a full shipping address and phone number, and synced products to the courier platform with correct SKUs.
Measurement: set up Google Search Console and GA4 with e-commerce purchase tracking.
On-page SEO: keyword-mapped titles, descriptions and copy for every product and category – including the Shantiniketan leather bags collection.
New content for real searches: a local page for leather bags in Kolkata, a Shantiniketan leather bag price and buying guide and a guide to genuine leather handbags for women in India.
Google Shopping: set up Merchant Center with a product feed, free shipping and a clear 10-day free returns policy, so TANN IN products can appear with photos and prices in Google results.
Lessons for D2C brands
Before spending on ads, make sure orders, shipping and tracking work end to end. Then own your niche: for a heritage craft brand like TANN IN, specific searches such as Shantiniketan leather bags and leather bags in Kolkata are far more winnable than broad terms, and Google Shopping puts products in front of buyers while organic rankings grow.
Explore TANN IN's handcrafted leather bags at tanninbrand.com. Want the same for your brand? Contact ICONIX.
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