Mohit Jain Talks About Miraggio’s Omnichannel Leap, Celebrity Collaborations and Smart Growth

Remember this famous dialogue from The Devil Wears Prada, “Fashion is not about utility. An accessory is merely a piece of iconography used to express individual identity”? This was the answer to the question: Why do women need so many bags? And not to forget, it was promptly met with “Oh! And it's pretty”! Fight it, debate it, cry over it or just accept the fact that a bag holds a very special place in women’s (actually all the fashion-lovers’) hearts! One brand has its eyes set on filling a gap between budget and luxury bags. Local Samosa talked to Mohit Jain, Founder and CEO of Miraggio about omnichannel expansion, funding growth and celebrity collaborations.

Quality and Affordability with Luxury and Style

The mid-range handbag segment fills a gap between budget and luxury, appealing to consumers who prioritise both style and quality at accessible prices. It reflects a growing demand for affordable luxury and offers brands a way to connect with aspirational yet value-conscious buyers.

Mohit mentions, “When we launched Miraggio, we saw a clear gap in the Indian market — between high-street fashion that often compromised on quality and luxury brands that felt out of reach for many consumers. The Rs. 2,000–Rs. 6,000 price segment allowed us to offer premium-quality, fashion-forward handbags that were both aspirational and accessible. This sweet spot has helped define the brand's identity - a brand that brings global trends to modern Indian women without the hefty price tag. It’s a space where design, quality, and value come together, and it’s played a significant role in building a loyal customer base that looks to us for stylish, versatile accessories.”

Journey from E-commerce to Fashion

Mohit Jain’s entrepreneurial journey began unexpectedly after studying marketing in Canada, leading him to launch a small e-commerce venture that eventually failed but offered key lessons. Guided by research rather than impulse, he later entered the fashion industry, identifying a gap in the women’s handbag market.

“My journey into entrepreneurship began with an e-commerce venture, which gave me firsthand insight into consumer behaviour, digital marketing, and the importance of building a seamless customer experience. It taught me how to identify market gaps and respond to them with agility - lessons that were invaluable when launching Miraggio. With fashion, especially handbags, I saw an opportunity to merge data-driven thinking with creativity,” says the CEO. He states that his background in e-commerce helped shape the company into a digitally native, trend-responsive brand that keeps the consumer at the heart of every decision - from design to delivery.

Consumer-Centric and Collaborative Design Philosophy

Customer feedback plays a central role in product development within the fashion accessories sector, informing both design updates and new launches. A clear example of this approach is seen in the relaunch of the 'Denice' bag as 'Denice 2.0', reflecting how direct consumer insights can shape iterations to meet user preferences and expectations better.

“Our customers’ feedback plays a pivotal role in shaping our collections, and the evolution of our ‘Denice’ bag into ‘Denice 2.0’ is a perfect example of that. When we launched the original Denice, it quickly became a bestseller, but our community also shared valuable suggestions - from requests for more structured interiors to improved handle comfort and additional compartments. We listened, iterated, and relaunched the design with those enhancements in place,” he shares. This collaborative approach helps ensure that the brand is not just designing for the audience, but with them. “It’s a dynamic exchange that keeps our offerings relevant, functional, and deeply aligned with what our customers truly want.”

Celebrity Collaborations for Aspiration

Collaborations with celebrities are now a key strategy in fashion marketing! This has been helping several brands align themselves with aspirational lifestyles and reach wider audiences. Partnerships with public figures can enhance brand visibility, create cultural relevance, and strengthen emotional connections with younger, trend-focused consumers.

Mohit elaborates, “Collaborations with personalities like Shanaya Kapoor and Sharvari have played a significant role in shaping Miraggio’s aspirational yet relatable image. Both of them represent a new generation of confident, style-forward women, which aligns perfectly with our brand ethos. These partnerships allow us to connect with our audience in a more authentic and aspirational way, while also driving awareness and credibility. It’s not just about star power; it’s about choosing individuals who genuinely resonate with our designs and speak to the modern Indian woman we design for.” 

View this post on Instagram

A post shared by Sejal (@sejalkumar1195)

Omnichannel Expansion Strategy with Inventory Sync

Expanding from an online-first model to an omnichannel retail approach—where brands integrate both digital and physical retail channels—offers a mix of opportunities and challenges. This strategy allows for a more seamless and personalised customer experience. Combining the convenience of e-commerce with the tangibility of in-store shopping is a smart decision. 

“Expanding from an online-first model to an omnichannel presence is a natural progression for the brand as we continue to grow. While the digital space has allowed us to build a strong, loyal customer base and test products quickly, offline retail offers the opportunity to deepen brand connection through physical touchpoints. It allows customers to experience the quality, craftsmanship, and design of our products firsthand,” the founder expands.

However, it also demands careful coordination across platforms, consistent branding, and efficient supply chain management to ensure a smooth customer journey.

Mohit remarks, “Of course, this transition comes with its own set of challenges - from ensuring inventory sync across channels to maintaining a consistent brand experience online and offline. But we see it as an opportunity to meet our customers where they are, offer greater convenience, and build a more immersive brand ecosystem.”

Introducing New Categories

Recently, Miraggio acquired Series A funding of Rs. 55 crore. It is intended to support product portfolio expansion and enhance offline retail presence. The investment is said to enable the introduction of new product categories and help establish a stronger footprint in key urban markets.

Mohit comments, “We’re also investing in technology to enhance our supply chain efficiency and elevate the overall customer experience, both online and in-store. Additionally, a portion of the funding will go towards brand-building initiatives, including deeper influencer collaborations and experiential campaigns. The goal is to scale sustainably while staying true to our core promise: high-quality, fashion-forward accessories that are accessible, trend-driven, and distinctly Miraggio.”

Seen and Celebrated as Muses, not Consumers

The brand targets women aged 18 to 35 who value individuality, confidence, and style. The brand tries to ensure its messaging resonates by emphasising personal expression, presenting products as extensions of the customer’s personality rather than mere accessories.

“We ensure our brand messaging speaks directly to that mindset by championing individuality, confidence, and creativity in everything we do - from our campaign visuals and product design to our social media tone and influencer collaborations,” Mohit quips. “We stay closely connected to this demographic through continuous feedback loops, trend analysis, and real-time engagement on digital platforms. This helps us understand what inspires them, what they aspire to, and how we can be a part of their everyday expression. Our aim is to make them feel seen and celebrated, not just as consumers, but as the muses behind our collections.”

Limited Drops, Co-creation Opportunities, and more

It is no news that in a competitive handbag market, differentiation often hinges on design, quality, and customer insight. Brands like Miraggio focus on offering trend-led, functional handbags at accessible price points, while investing in consumer research to align products with evolving preferences and lifestyles. This customer-centric approach helps foster loyalty and build a distinctive brand identity.

Mohit mentions, “What truly sets us apart is our unique approach to freshness: Ours is the only handbag brand to launch a new collection every month. This continuous innovation keeps our offering dynamic and always aligned with what our audience is looking for. Beyond the product, we focus on building a strong emotional connection through thoughtful branding, engaging content, and responsive customer service. Our loyalty stems from making customers feel like they’re part of a community, not just a transaction. Limited drops, influencer-led campaigns, co-creation opportunities, and exceptional post-purchase support have all played a role in driving retention and word-of-mouth growth. It’s about creating a brand experience that feels as personal and stylish as the bags themselves.”

View this post on Instagram

A post shared by MIRAGGIO (@miraggiolife)

Looking ahead, the brand aims to become a globally recognised fashion accessories brand rooted in design innovation, accessibility, and cultural relevance. Over the next 5 to 10 years, the brand plans to expand its offline retail presence across India, diversify into new lifestyle accessory categories, and build a more comprehensive fashion ecosystem. Community-building will remain central to Miraggio’s growth, with a continued focus on inspiring confidence and self-expression among its customers.