Urban Jungle’s Tanisha Jatia Explains How India’s Evolving Consumer Landscape is Changing the Future of Travel Gear

ZNMD’s Bagwati, Queen’s heavy suitcase to easy backpack transition and Jab Harry Met Sejal’s infamous handbag; they all have one thing in common! These pieces of luggage, these bags, are not just key to the plotline, but also denote the way the newer generations look at travel gear. Indian travellers are driving a shift in the travel gear market by prioritising personal style, functionality, and experience. This has led to the rise of design-led brands blending innovation, aesthetics, and practicality. Local Samosa discusses the intersection of fashion, function, and experience in today’s travel industry with Tanisha Jatia, Founder & Brand Lead of Urban Jungle.

Addressing Changing Consumer Preferences

Indian consumers, especially millennials and Gen Z, are now prioritising experience over mere convenience. We asked Tanisha how this trend is affecting the travel gear and luggage industry. “Today’s Indian consumer is no longer content with products that are just functional. Travel is now about self-expression, and luggage is an extension of that. They’re looking for luggage that feels personal, something that matches their vibe, their Instagram aesthetic, and their lifestyle. This shift is pushing the category to evolve from utilitarian to expressive, from black and blue to design and colors that stand out,” says the founder.

With travel becoming an integral part of the modern lifestyle, something has definitely sparked the shift towards travel gear as a reflection of personal identity and style. Tanisha mentions that Gen Z and millennials are constantly “posting through” their lives, travel included. “Airports are now the new runways, and a trolley bag is part of the outfit. As people curate their journeys for platforms like Instagram, travel gear has become an extension of one’s curated aesthetic. Luggage needs to be as expressive as what’s inside it. That’s the cultural shift our brand was built on, bags that are never the same.”

Utility or Style: Picking for Design & Functionality

Travel gear used to be about utility first, with limited options for style. Brands in the luggage space are increasingly balancing function with design by prioritising innovation and aesthetics to meet the style and experience-driven demands of modern travellers. “The Indian consumer is asking: “Why should my luggage look like everyone else’s?” Brands are responding with innovative functionality and thoughtful design details,” she expands. 

That’s a pivotal point why brands like Urban Jungle are blending both function and style: whether it’s 360° wheels, expandable zippers, or thoughtfully placed compartments, all wrapped in statement-making colour palettes.

But that’s not all. Trends in materials, colours, and silhouettes are gaining traction in the luggage market. These trends reflect broader shifts in consumer attitudes toward sustainability, self-expression, and functionality. Tanisha clarifies, “Lightweight polycarbonates, matte finishes, and metallics are gaining traction. In terms of silhouettes, there’s demand for compact cabin-first designs and hybrid bags that work for both business and casual travel. In colour, consumers are stepping away from blacks and navy blues to embrace expressive, vibrant hues.”

Luggage has often been viewed as a utilitarian product. Now, the perception of travel gear evolved, especially with the rise of fashion-forward brands. “Earlier, it was purely utilitarian; now it’s a status symbol like any other fashion forward brand,” the founder states. Their award-winning products (Travel Sentry Design Excellence Award winner) for the Caliber luggage range are proof that good design is what consumers are looking for, she claims. People want gear that keeps up with their lifestyle and makes a statement while doing it.

Decoding Omnichannel & E-commerce Retail Strategies

As more consumers turn to online platforms for purchasing travel gear, brands are adapting their retail strategies to balance digital presence with physical store experiences. Tanisha says that people discover and decide online, but still value touch and feel in key purchase moments. “At Urban Jungle, we treat D2C, marketplaces, and offline stores as interconnected channels. Online drives discovery, while offline adds confidence and brand storytelling,” she adds.

The role of marketplaces and direct-to-consumer (D2C) models in shaping the future of luggage retail is unique. The question is how do these channels impact brand-building and customer relationships. “Marketplaces offer massive reach and performance scale. But D2C is where relationships are built. It’s where we experiment with drops, understand purchase behaviour in real time, and build emotional resonance. The feedback loop from D2C helps us sharpen product strategy and drive loyalty. That said, being present across platforms while retaining a strong brand identity is the real unlock,” elaborates Tanisha.

The Rise of Lifestyle Travel

Travel gear is increasingly being seen as part of a broader lifestyle narrative. The debate is if travel gear brands should focus more on being a lifestyle brand than just a functional product provider. Tanisha clarifies, “Absolutely. As younger consumers blur the lines between work, leisure, and travel, they want gear that fits every context. That’s why we have collections that serve consumers from daily use work bags to airport-friendly trolley bags to on-the-go sling bags, we’re building a travel lifestyle ecosystem.”

So we ask her how lifestyle trends in other industries — fashion, tech, and urban living — are influencing the evolution of luggage design and innovation. The founder states, “Fashion has taught us the power of aesthetic and design identity. Tech has taught us that consumers expect convenience and smart features.”

Indian Market for Premium Travel Gear

India’s growing middle class and the rise of disposable incomes are contributing to increased travel. Local Samosa asks Tanisha if that’s shaping the local market for premium, design-led travel gear. She explains, “As incomes rise and travel becomes more accessible, the definition of “premium” is shifting, it’s less about logos and more about thoughtful design and performance. This new aspirational class doesn’t want to overpay, but they don’t want to be boring either.” That’s where brands like Urban Jungle come in, she adds, bridging the gap between mass and luxury with bold, well-priced design.

With Indian consumers becoming more discerning, the kind of expectations they have when it comes to travel gear change. Maybe it’s just about aesthetics or do factors like durability, sustainability, and tech features play a role. The founder says that aesthetics are crucial, but so is durability, tech-friendliness, light weight, and service support. Sustainability is becoming a factor, especially for urban metro consumers. 

Also, the Indian travel market differs from global markets in terms of preferences for luggage and travel accessories. Tanisha shares, “Unlike global travellers who often prioritise minimalism or brand legacy, Indian travellers look for products that offer high performance and stand out, especially in colour, features, and value. Practical considerations like space, durability across rugged terrain, and multi-use formats drive preferences.”

Smart Luggage, Eco-conscious Practises & Innovation

Sustainability is now a key focus across industries, from fashion to tech. And consumers are curious how luggage brands incorporate sustainable practices, both in terms of materials and manufacturing processes. 

Tanisha remarks that sustainability isn’t just about materials—it’s about responsibility across the product lifecycle. “We’ve built durability into our design DNA. Every bag comes with a 5-year international warranty and a direct replacement promise, reducing the need for fast repurchasing and unnecessary waste. We’re also experimenting with more eco-conscious finishes and smart packaging.”

We were curious about how she sees innovation in travel gear evolving over the next 5–10 years? Are we likely to see major technological advancements, like smart luggage or AI-driven features, becoming more mainstream, we put forth. The founder shares that smart features like GPS tracking, app integration, and weight sensors will go from niche to norm. Materials will get lighter and stronger, she states. 

What’s the Future of Travel Gear?

As India’s urban youth become more adventurous and style-conscious, the question arises if the overall travel gear landscape will evolve. Local Samosa asks Tanish to name some emerging trends that are likely to dominate the market. She shares the following;

• Personalisation: From initials to modular add-ons.

• Bold Aesthetics: Colours, shapes, and finishes that stand out.

• Sustainability: Durable, low-impact materials and repairable construction.

The next generation of travel gear is defined by smart technology integration, sustainable materials, and highly personalised design. To stay ahead of the curve, brands must prioritise innovation, embrace circular design principles, and remain closely attuned to the evolving lifestyles and values of modern travellers. “Listen deeply. Build fast. Stay culturally fluent. Brands that understand why people travel, not just how, will win. At Urban Jungle, we spend as much time tracking design shifts and cultural moods as we do testing zippers and wheels. That’s how we stay relevant,” she concludes.