This young d2c luggage brand launched just before covid when the whole travel industry was about to be shut down but today they are valued more than 700 crores when they first started in 2019 they approached one of India’s biggest brands to use the distribution but the founder of this Legacy brand laughed at them saying they would only make 15.
Crores in lifetime Revenue best case scenario fast forward to today mobara is revolutionizing the luggage industry in India and our grow going at a rapid Pace just take a look at this Revenue numbers from 12 crores in 2022 to 100 crores in 2024 it grew by eight times in Just 2 years While most Market leaders in this space focus on affordability and volume.
The founders of mobara sanit Agarwal and nain parwell focused on design Innovation and functionality from the start you see they have a very unique business model unlike VIP American tour register and Samsung night mooar sells directly to the customer this helps them reduce the distribution cost and have better control over the customer.
Experience now movara have cracked something super unique in India’s luggage Market that you must know of so what is the secret Source here and what has mobara cracked the first Insight product Innovation the luggage and bags market India is worth more than $15 billion.
With nearly 65% still being being unorganized and the organized or branded Market is dominated by three big players VIP Samsonite and Safari they have ruled the market for years and control over 70% of organized market share these brands have made a revenue of 1,500 crores or more each in the last year traditionally the sales channel for.
Luggage industry in India has primarily been offline in the past back in 2016 only 5% of the sales came from online marketplaces but the trend has been changing in the past couple of years with the rise of marketplaces like Flipkart and Amazon the online sales have shot up to 25 to 30% of the overall Market however these Legacy brands have.
Primarily focused on the offline market and adopted a volume driven strategy they created generic and mass appealing products designed to attract millions of customers and increase sales volume this strategy works really well for broad Market but it lacks differentiation and Innovation just take a look at these products they almost look the same if.
You hide the brand name with these generic products the market had a huge gap there were no products for India’s tier one consumers or as Bloom vest report calls it the India one audience if you want to know the difference between India 1 2 and 3 go quickly watch this video it is a detailed breakdown of Bloom ventur Report India 1 is basically.
The upper middle Club they usually have higher purchasing power and are willing to spend on products that align with their lifestyle and aspir operations this is the audience that most new startups like zepto and CR Target why because these companies understood that India one consumers drive profitability by paying a premium for brands that.
Match their expectations however the Legacy companies have struggled to capture this Market effectively with their products their products are functional and reliable but lack the aspiration this audience needs for instance viip tried to Target this premium segment with a sub brand called Caron but failed they were unable to.
Differentiate the brand or create a strong emotional connect with the audience so what was missing in this industry there are two extremes on one end there were Ultra Luxury Brands like Gucci and Prada which were Out Of Reach of the tier one consumers and on the other end there are Legacy brand so there is a clear Gap in the market which.
Needed to be addressed this presented an opportunity for a brand to offer something premium yet affordable for the indiaan consumers movara entered the market with a focus on product Innovation and design driven differentiation they created premium luggage and bags that cater to India 1 consumers and positioned themselves as a.
Brand for the modern Indian Travelers mobara also capitalized on the shift to online shopping by making their products primarily available through digital channels making sure they could directly reach the indiaan demographics also their pricing was just right for the targeted Market mobara priced their products at 8 to 10,000 hitting The.
Sweet Spot in fact this this is their ASP in the price sensitive market like India movara pricing ensures that customers feel they have invested in a more premium product rather than just spending more this is crucial in a market where spending patterns are influenced by both aspiration and practicality another thing that mobara.
Solved was product now the suit kit doesn’t need to just solve one thing and that is keeping your things inside the bag right it needs to offer style enhanced utility and premium experience so coming to the second Insight product design and functionality when mobara was launched in 2020 all they had was a single design the cabin luggage luggage.
That the founders and team had spent months designing and redesigning until they knew it they struck the perfect balance between modern Aesthetics and a great functionality the founders knew that design would be their super power so the founders of mobar partnered with the London based design agency morama to design both their first product and.
Overall design language of the company this design philosophy revolves around L the Swedish principle of not too much and not too little ensuring a perfect balance between Form and Function this is reflected through all their products and experience for example wheels are often the first part of the luggage that break down to address this mobara use.
Premium wheels from a Japanese company called hinamoto which are known for their smoothness and durability second point is the Aesthetics and structure most most brands reinforce hard shells from the outside of suitcases to make it sturdy even though this interferes with the design mobara spent time figuring out how to reinforce the cell from.
Inside so the outer bag Aesthetics and design would not suffer all mukara products came with a signature yellow lining while initially they received negative feedback for this customers said yellow wasn’t a good idea because it would get dirty however the team trusted their instincts and implemented It Anyway showing that you should know.
When to disregard research and listen to your gut later on it became a distinctive feature that customers now love Beyond this there are small thoughtful features like a USB port a laundry bag in every suitcase and even a magic eraser that after dipping in water can remove dirt marks these go beyond basic functionality making the bags a.
Joy to use for the consumers mobara also understand its target audience of professionals and frequent Travelers in terms of utility because they’re targeting the cream of audience they realize that these are the people who essentially carry their laptop everywhere so they added dedicated laptop compartments for easy access and.
All of these things which make their bag not only just a functional thing but it also solves for utility mobar didn’t stop at luggage and backpack they’ve gradually expanded their product line to include toad bags travel accessories and also included luggage and bags for kids this skers to Niche audiences while maintaining their design slowly mobara.
Is positioning themselves as a Lifestyle brand rather than a luggage brand but products were not the only thing that helped mobara their marketing campaign and collabs have played a major role in building the brand awareness and driving sales so coming to the final Insight strategic marketing campaigns and collaborations one of mob’s key taglines.
Is going places this sums of companies WIP perfectly it’s all about helping people travel with style and ease take a look at this ad by BT hoga Yar is a very common phrase you would hear when you observe someone in an unpleasant situation when you’re minding your own business and you stumble across a lot of money but have no way to carry it you.
Get a BT mokaba and blinket have you covered their marketing strategy primarily focuses on two product categories number one is luggage cabin bags and travel specific products targeting frequent Travelers number two backpacks for everyday essentials like the trending Transit back which mostly Appeals toban professionals and students.
One of mobara standout campaigns was its partnership with blinket at first you might think wait what is a premium luggage brand doing on a quick delivery app but mobara turned this into a multi-channel marketing opportunity the moment blinket co-founder posted about someone getting a mobara bag delivered in 10 minutes it went viral and got.
7,000 plus likes on LinkedIn and here’s the genius part blinket premium customers who don’t mind paying extra for convenience are exactly the kind of people mobara wants to Target plus unlike Amazon or flip cart where you have plenty of options on blinket mobara pretty much owns the premium backspace but why only sell backpacks and not.
Luggage on blinket here’s the clever strategy they use these backpacks priced around 5,000 to 6,000 as a top of the funnel product to build trust with their customers once you fall in love with your mobara backpack you’re more likely to purchase mobara higher price luggage directly from their website and just when you think they couldn’t get more.
Strategic they collaborated with Indigo think about it what better way to reach Travelers through India’s largest airline they ran a campaign in which customers who bought the mobara Indigo 60 bag received an additional 2 kg baggage allowance when flying Indigo this tackled a common pain point for The Travelers overweight luggage while.
Adding an element of marketing movara marketing isn’t limited to partnership they also nailed the influencer game they collaborate with popular lifestyle influencers and ensure a good recall value for their brand and instead of advertising a broad range of products they pick one hero product for each campaign you know why all of this works.
So well because mobara really gets their tier one customers these aren’t people who are just looking for cheapest option they want convenience style and a premium field and mobara delivers all this in a market where Brands often run generate campaigns mobara targeted and Innovative approach works brilliantly that’s all from my side if you like this.
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