1 year ago
D2C Luggage Brands Disrupt Legacy Players in India
In the luggage world, old brands like Samsonite are losing some of their customers to new, stylish brands like Nasher Miles.
These new brands sell online and focus on cool designs.
They are growing quickly because people want luggage that looks good, especially the younger generation.
The old brands are trying to catch up, but the new ones have an edge by being different.
The old brands may need to change their products, market them on social media, and sell them online to stay in the game.
Legacy luggage brands like Samsonite and VIP Industries are facing challenges from new design-focused D2C brands.
Newer brands such as Nasher Miles and Mokobara are growing rapidly by focusing on aesthetics, innovation, and online presence.
The combined market share of traditional brands has decreased from 93% to 86% in five years.
Nasher Miles has seen over 60% year-on-year growth since its launch in 2017.
Experts say traditional brands need to adapt through product revamps, social media, and new messaging.
- Who
- New brands like Nasher Miles and Mokobara and established brands like Samsonite, VIP Industries, and Safari.
- What
- The Indian luggage market is undergoing a shift with new, design-focused brands challenging established players.
- Where
- Primarily in India, with the new brands focusing on online sales and expanding into physical stores.
- When
- The shift has been ongoing, with market share changes observed over the last five years and accelerating in 2024.
- Why
- Changing consumer preferences towards aesthetics and innovation are driving the shift in the luggage market.
Key facts
- Market Share Decline (Legacy)
- 93% to 86% in 5 years
- Nasher Miles Growth
- Over 60% year-on-year (since 2017)
- Mokobara Revenue Increase
- More than doubled in December (from previous year)
- Samsonite Sales Decline (2024)
- 18%
- VIP Industries Stake Sale
- 32% stake sold
- Nasher Miles Made in India Target
- 80% by FY26
Quotes
Abhishek Daga
Founder and director at Nasher Miles
“From a product perspective, we’ve expanded significantly, from a single hardcase model to more than 2,000 offerings across categories, including hard and soft luggage, backpacks, and travel accessories like luggage covers and packing cubes. While we started with 100% imports from China, today, over 60% of our products are made in India, with a goal of reaching 80% by FY26.”
financialexpress.com
Vivek Prasad
Executive director, Avalon Consulting
“Product revamp, social media marketing, online channels, fresher messaging – all of these will need to come together for the established brands to fight this battle. Given their longstanding brand association with a specific consumer group, they might have to consider launching a new brand to ensure a break from possibly tired legacy.”
financialexpress.com
