Mokobara, Nasher Miles, and more: How new Indian luggage brands are rolling past the old guard

Once a dull, utility-based purchase tucked away until your next trip, luggage in India is now a reflection of personal style, values, and aspirations. A growing band of homegrown luggage start-ups is challenging the long-standing dominance of legacy players like VIP, Safari, and Samsonite—by reimagining what a suitcase can be.

From design-first thinking and smart features to sustainability and direct-to-consumer models, brands like Mokobara, Nasher Miles, Assembly, EUME, and Uppercase are carving out their own space in a ₹15,000-crore market.

A Shift in the Way Indians Travel—and Buy

“Our parents saw luggage as something functional and built to last,” says Naina Parekh, co-founder of EUME. “But today’s consumers are looking for an extension of their identity—bags that match their personality and travel needs.”

The transformation in consumer preferences is unmistakable. With social media influence, a rise in lifestyle-conscious spending, and increased frequency of travel post-Covid, Indian consumers—especially millennials and Gen Z—are turning to brands that blend aesthetics with innovation.

Meet the Disruptors

Mokobara, founded by former Urban Ladder employees Sangeet Agrawal and Navin Parwal, is now valued at $84.3 million. Their approach? A product-first mindset.

“Every suitcase we used felt like a compromise—either it lacked durability, or it didn’t look good,” says Agrawal.

The duo set out to build a brand that elevated the travel experience—both functionally and emotionally. “We didn’t want to just sell a product; we wanted to create an experience,” says Parwal.

That belief shows in their offerings: pastel-finish luggage with silent Hinomoto wheels, built-in USB chargers, and magnetic pockets for travel essentials. A trip to design labs in Korea helped refine their thinking. “It wasn’t just about making a suitcase—it was about creating something timeless, something that could withstand years of use without losing its charm,” Parwal says.

Nasher Miles, a digital-first brand, has quickly emerged as a rising star. With ₹20.3 crore in revenue, it targets a younger, style-conscious audience through vibrant designs, bold colour palettes, and a strong influencer-led online presence.

Assembly, on the other hand, speaks to the minimalist, design-savvy consumer. The ₹18-crore brand keeps things understated yet impactful, offering sleek products at competitive prices by cutting out middlemen and adopting a direct-to-consumer model.

Uppercase, founded by former VIP CEO Sudip Ghose, is betting big on sustainability. Its products, made from recycled plastic bottles, reflect a conscious shift in consumer priorities—the company claims to have recycled 35 lakh PET bottles and reduced 2.8 lakh kilograms of carbon emissions so far.

“Consumers are starting to ask questions about what their bags are made of. Sustainability isn’t just a trend—it’s the future,” says Ghose.

Meanwhile, EUME brings a bold fashion sensibility to the luggage space.
“We wanted to combine function with bold, global design,” says co-founder Naina Parekh. “Think Chanel-meets-cabin-bag.”

EUME’s travel accessories stand out with their prints, metallic finishes, and lifestyle-first appeal.

Legacy Giants Are Playing Catch-Up

This burst of innovation has put legacy brands on notice. VIP Industries, which owns brands like Skybags and Carlton, has introduced premium collections with colour-blocked designs and cutting-edge features. Safari, too, has upped its game with hard-shell variants and improved warranty support.

Yet, they are facing real pressure. According to Rishav Jain, MD at A&M, the combined share of VIP, Samsonite, and Safari in India’s organised luggage market has slipped from 93% five years ago to 86% in FY24.

“The gap has been filled by mid-premium disruptors like Mokobara, Nasher Miles, and even American Tourister’s India-specific collections,” he notes.

In an increasingly digital world, traditional players are also being forced to rethink their offline-heavy approach.

“You can’t survive with just retail anymore,” says Ghose. “You have to build a brand people can relate to—even on a six-inch screen.”

The Digital Playbook

A scroll through Instagram offers proof: travel influencers casually pulling out their Mokobaras at airports, Nasher Miles bags featured in reels, and unboxing videos that make suitcases feel like luxury gadgets.

Mokobara got a surprise boost when Punjabi superstar Diljit Dosanjh casually wheeled their suitcase on stage at a concert.

“It wasn’t a paid placement, but it worked better than any ad,” recalls Agrawal.

“Eighty-two per cent of consumers say influencer endorsements impact their purchase decisions,” says Ansh Agarwal, co-founder of SeeNLee. “That’s why newer luggage brands are investing heavily in it—because it builds instant trust and recall.”

The Road Ahead

The Indian luggage market is steadily shifting toward premiumisation and tech-first products. Features like GPS tracking, smart locks, integrated power banks, and expandable hard shells are becoming common, especially for air travellers.

“Customers want more than a hard shell,” says Tushar Jain, Founder and Managing Director of High Spirit Commercial Ventures Pvt. Ltd. “They want built-in convenience, durability, and after-sales service.”

Sustainability, while still niche, is gaining ground.

“We’re seeing early adopters who care about how their bag is made,” says Ghose. “The challenge is to make sustainability aspirational, not preachy.”

Meanwhile, legacy players are watching—and learning. VIP recently launched a design lab to accelerate innovation, while Safari is expanding into D2C and focusing more on Instagram-style branding.

India’s next travel revolution won’t happen on runways—it will be rolling through check-in counters with flair, function, and a personal statement.