How Mokobara is Approaching ‘Travel with Style’: Story of its Design Philosophy

Mokobara, a brand that's been making waves in the luggage industry, stands as a testament to how thoughtful design can reshape an entire category. Founded in 2020, Mokobara was created with the mission of providing stylish, practical, and durable travel gear that goes beyond the usual black and brown options often seen in airports. The result? A stunning product range that includes luggage, backpacks, totes, travel accessories, and women’s handbags, priced between Rs. 5,000 and Rs. 15,000, and designed to stand out. 

With Team Local Samosa having used the brand for more than a couple of years now, it’s safe to say that we know when we tell you the why and how this homegrown brand has managed to create a safe for itself in the industry.

The Journey of the Founders

Co-founded by Navin Parwal and Sangeet Agrawal, Mokobara’s origin story is rooted in a shared vision and past experiences. Parwal, who previously worked at Uber and WeWork, teamed up with Agrawal, a former Flipkart employee, in 2019. The two saw a gap in the market for stylish, mid- to premium-priced travel products. Their aim was to cater to the growing segment of Indian consumers who desired more than just functional luggage but also sought products that spoke to their evolving tastes and lifestyles.

The pair, both seasoned professionals from tech and e-commerce backgrounds, decided to build Mokobara with a long-term vision. As Parwal has explained it in the past, “We’re not just a luggage company, we’re a travel company. We care about every part of the travel experience, from commuting to long-haul flights.”

Filling the Gap in the Travel Market

The Indian luggage market has traditionally been divided between homegrown budget brands like Safari and VIP on one end, and high-end multinational brands like Samsonite on the other. Mokobara aims to fill the middle ground, which represents around 30% of the Rs. 20,000 crore industry. The founders decided to make design the differentiator. 

Agrawal had pointed out in an interview, “There hasn’t been much innovation in this category. Consumers are moving from basic products like Bata shoes to more stylish brands like Nike, and they are looking for luggage that fits that narrative too.” This observation led them to create a brand that could offer high-quality, aesthetically pleasing products without the steep prices of luxury brands.

 A Design-Focused Approach

One of Mokobara’s key differentiators is its strong focus on design. The company enlisted the expertise of Morrama, a London-based design agency, to create its first product: a cabin bag that would embody Mokobara’s design philosophy. The brand follows the Swedish principle of Lagom, meaning “not too much, not too little”. This philosophy is evident in their minimalist designs, thoughtful touches, and attention to user experience.

Key design features include:

• Japanese Wheels: Mokobara products use wheels from Hinomoto, a Japanese company known for its smooth performance, addressing a common pain point for travellers.
• Reinforced Shells: The hard shell of Mokobara’s suitcases is reinforced from the inside, allowing for both strength and sleek aesthetics.
• Signature Yellow Lining: Despite initial customer skepticism, the brand’s signature yellow lining has become a defining feature, embodying positivity and joy in travel.
• Thoughtful Additions: Features like USB ports, laundry bags, and a magic eraser for cleaning marks have been incorporated to enhance the overall experience.

Mokobara’s backpacks have become a best-seller, and the company’s ability to provide products with both design and utility has contributed to its growing appeal. Mokobara’s partnership with Morrama has been instrumental in establishing the brand's signature look. The team at Morrama crafted Mokobara’s first product, a cabin bag, and developed the brand’s design language with a focus on minimalism and functionality. Their expertise in creating seamless, user-centric designs played a pivotal role in shaping the travel experience that Mokobara offers today. 

The collaboration resulted in not just a visually appealing bag, but one that solves common issues faced by travellers, such as durable yet smooth wheels, and a unique, reinforced shell that maintains the product’s elegance without sacrificing strength. The design has been consistently updated to ensure every element, from the aesthetics to the user experience, meets Mokobara’s high standards.

Expanding Product Range and Retail Strategy

While luggage currently accounts for 55% of Mokobara's sales, the brand has been diversifying its portfolio. About 40-45% of sales come from handbags and lifestyle products, and the founders are aiming for a more balanced distribution in the future, with 35% of sales from luggage and the remaining from lifestyle items.

Mokobara’s retail strategy initially focused on an online-first approach, with sales primarily through its website. However, the brand has expanded to horizontal e-commerce marketplaces and opened two offline stores in Bengaluru. This approach reflects the brand's desire to be a "consumer brand", not just a direct-to-consumer (D2C) entity. As Agrawal had highlighted, “We are looking at a horizon of 10-15 years to build Mokobara as a consumer brand, not just a quick digital success.”

Clever Collaborations and Expanding Reach

One of Mokobara’s recent successful moves has been a collaboration with IndiGo Airlines, releasing a limited-edition luggage collection, Moko 6E, in IndiGo’s signature blue. The partnership allows travellers to carry an extra 2kg of luggage, and the response has been overwhelmingly positive. These strategic collaborations not only increase brand visibility but also deepen customer loyalty, with many returning to purchase the special edition products.

A Bollywood Connection: Deepika Padukone Joins as Investor

Mokobara has also garnered attention for its association with Bollywood star Deepika Padukone, who counts herself among the brand’s early investors. Deepika is more than just a financial backer—she actively engages with the Mokobara team, offering her input on design sensibilities and current fashion trends. Her involvement brings a unique blend of style and celebrity power to Mokobara, helping the brand reach a wider audience and align its products with the latest trends in both fashion and travel.

Funding, Investors and Growth Trajectory

Despite the challenges posed by the pandemic, Mokobara has been steadily growing. The company has raised $11.6 million over four funding rounds and reported an impressive annual recurring revenue (ARR) of Rs. 180 crore, up from Rs. 12 crore in FY22. Although the company posted a loss of Rs. 4 crore in FY22, they are now profitable, buoyed by the growing demand for premium products in India.

The post-pandemic boom in travel, combined with the continued rise of “premiumisation” in India, has given Mokobara the tailwinds it needs to scale. With the Indian middle class increasingly embracing higher-quality, well-designed products, Mokobara is well-positioned to capitalize on this trend.

Mokobara’s success has attracted interest from multiple investors who believe in the brand’s long-term potential. The company has secured funding from prominent investors, including Alteria Capital, Strive Venture Partners, and Mumbai Angels, who are excited about Mokobara’s focus on design and its capacity to disrupt the traditional luggage industry. The investors’ backing provides the company with the resources to further scale its operations, expand its product range, and enhance its marketing efforts.

The Road Ahead

Mokobara’s founders are fully aware that building a consumer brand takes time. “Patience and timing are everything,” Agrawal was quoted saying. As the brand continues to grow, the team is focused on maintaining a consistent narrative centred around the joy of travel. Rather than constantly switching tactics, they’ve chosen to keep the message simple and relatable: travel is an experience to be celebrated, and Mokobara is here to make that journey more enjoyable and stylish.

With its combination of thoughtful design, clever partnerships, and innovative products, Mokobara is not just selling luggage—it’s selling a lifestyle. As the brand expands its horizons, the future looks bright for this up-and-coming leader in the travel gear industry. Mokobara’s unique blend of stylish design, smart collaborations, and a keen understanding of consumer desires sets it apart in a competitive market. As it continues to grow, Mokobara’s story is one of resilience, creativity, and the power of a great brand to transform the way we travel.