What do you see at Indian airports? The same monotonous black, brown, red suitcases on conveyor belts.
But every now and then, you’ll spot something that stands out—sleek, stylish, and unmistakably Mokobara.
Founded in 2020 by Sangeet Agrawal and Navin Parwal, Mokobara is on a mission to disrupt India’s luggage market with thoughtfully designed, stylish, and functional travel gear.
From humble beginnings to generating ₹100 Cr in revenue in FY24, Mokobara’s rise has been nothing short of phenomenal.
🔷 Valued at almost INR 700 Cr as of March ‘24
🔷 INR 100 Cr raised in a Series B round
🔷 35,000+ products sold every month
🔷 20+ retail stores
The question is how did they grow so much, so fast, in a market that’s been historically dominated by legacy players like VIP, Samsonite, and Safari?
Two words – guts and design!
Let’s dig in?
Founders Dared To Choose Magic Over Mundane!
Before Mokobara, Sangeet had a stint at Urban Ladder in product development. Meanwhile, Navin comes with experience in design at Uber and WeWork. As we see it – complementary skill sets and a perfect match!
The early prototypes were mostly met with muted responses, and those who responded, said ‘These toy-like designs won’t fly. So weird!’
Unfettered, the founders iterated multiple prototypes before finally launching their first products in January 2020. And then, just as they were ready to soar, the pandemic hit, decimating the travel industry.
Carving A Niche In A Stagnant Market
India’s luggage market, valued at approximately INR 50,000 Cr, is filled with homegrown brands like VIP and Safari on one end and international giants like Samsonite on the other.
“Not much innovation has happened in this category,” says Agrawal. “People care about their airport look—shoes, clothes, even headphones—but luggage? It was always an afterthought.”
Mokobara filled that gap with bags that weren’t just practical but also designed to be flaunted.
With products ranging from INR 5,000 to INR 15,000, Mokobara positioned itself between the budget players and luxury brands, offering thoughtfully-designed products with a strong aesthetic appeal. Their product lineup includes luggage, backpacks, totes, travel accessories, and handbags.
An Out-Standing Design Philosophy!
At the core of Mokobara’s success lies its design philosophy.
From the beginning, the founders teamed up with London-based design agency Morrama to create their first product—a sleek cabin bag that combined functionality with minimalist aesthetics.
Their design philosophy is rooted in Lagom, the Swedish principle of “not too much, not too little.” It’s evident in every detail of their products:
☑️ Japanese Hinomoto wheels that glide smoothly even on rugged surfaces
☑️ A reinforced hard shell that doesn’t compromise on style
☑️ A signature yellow lining inside every bag
☑️ [Optional] thoughtful touches, like a USB port and laundry bags in suitcases
“We want our customers to experience joy when they open our bags,” said Navin, reflecting on the signature yellow lining—something they decided to implement even after research suggested it wasn’t practical.
Clever Collaborations: Mokobara x IndiGo
In one of their standout partnerships, they teamed up with IndiGo airlines to create a special edition Moko 6E luggage line.
The bags, in IndiGo’s signature blue, allow customers to carry an extra 2 Kg of baggage on IndiGo flights—a clever way to enhance customer value.
The response? Overwhelming!
Existing customers came back to buy the limited-edition products, and Mokobara’s brand visibility soared.
This collaboration was about positioning Mokobara as a travel lifestyle brand, not just a luggage company.
Beating Competitors To The Punch!
From shipping 200 units in their first month to selling 35,000 units per month by FY24, Mokobara’s growth trajectory has been staggering.
In FY22, the brand reported INR 12 Cr in revenue, which leapt to over INR 100 Cr by FY24—an eightfold increase!
“We’re now at an annual revenue run rate of INR 200 Cr,” said Agrawal hinting that they will soon be EBITDA-positive.
Mokobara’s expansion into lifestyle products like backpacks and handbags has also played a critical role, with lifestyle accessories now contributing 45% of their sales.
For them, staying ahead of the competition means doubling down on innovation and expanding the product portfolio (they’re eyeing handbags and kids’ products.)
Again through design, and offering offers that competitors can’t keep pace with!
From D2C To Retail?
Mokobara started as an online-first D2C brand, selling exclusively through their website. However, recognising the Indian consumer’s affinity for “touch and feel”, the brand ventured offline, starting with opening two stores in Bengaluru, and then 20+ across various pin codes in India.
The founders are laser-focused on expanding their retail footprint, with plans to open 100+ stores across India in the coming years.
What’s Next For Mokobara?
What started as a humble idea in a Bengaluru cafe has grown into a category-disrupting brand on the path to making INR 200 Cr in annual revenue.
“We never called ourselves a luggage company. We’re a travel fashion and lifestyle brand,” said Sangeet, confident that Mokobara’s best days are ahead.
The question now is: Can Mokobara continue soaring in an increasingly competitive landscape with the likes of UpperCase, Assembly, and other players making inroads into the segment?
Until the next one!
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