How Design, Brand Strategy, and Product Innovation Created India’s Answer to Away
The Challenge: Reinventing an Entire Category
Before Mokobara, the Indian luggage market was practical, but uninspiring. Functional? Sure. Exciting? Not so much. The space was dominated by legacy brands with little emphasis on design or brand storytelling.
Mokobara’s founders, Sangeet Agrawal and Navin Parwal, saw an opportunity. With backgrounds spanning Urban Ladder, Flipkart, Uber, and WeWork, they set out to create something better—a brand that felt aspirational yet accessible, built around design-first products that made travel effortless.
They needed more than just a suitcase. They needed an identity. That’s where Morrama came in.
The Strategy: Building a Brand, Not Just a Product
At Morrama, we don’t just design products; we create brand experiences. With Mokobara, our challenge was twofold:
- Design a hero product that would define Mokobara’s DNA.
- Develop a strategic foundation for a brand that would stand out in a crowded market
Designing the Hero Product
Jo Barnard, founder of Morrama, along with design leads Ben Polhill and Andy Trewin Hutt, worked closely with Mokobara’s team to craft a suitcase that would set the tone for the entire brand. The goal? “Designed for the modern traveller.”
We focused on distilling the design down to the essentials—smooth-rolling wheels, a lightweight yet durable shell, an intuitive lock system, and an aesthetic that felt timeless. No gimmicks. Just a beautifully designed suitcase that felt aspirational but practical for modern travel.
Brand Strategy & Packaging
A great product is only half the battle. Mokobara’s brand needed to be distinctive, memorable, and scalable across future product lines. We worked on:
- Defining the brand’s aesthetic—clean, bold, and personality-driven.
- Storytelling that inspired travel—less about features, more about the joy of the journey.
- Packaging—reinforcing Mokobara’s position as India’s answer to high-end luggage brands.
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The Impact: From Startup to ₹200 Crore Brand ($2.5M)
Mokobara launched as a direct-to-consumer brand, but quickly expanded into retail. The results speak for themselves:
- $12M in Series B funding (led by Sauce VC & Saama Capital).
- ₹200 crore in revenue within four years.
- 10 physical stores across Bengaluru, Delhi, Mumbai, and Pune.
- 50,000+ suitcases sold, with a growing loyal customer base.
- Celebrity and investor backing from Deepika Padukone and more.
Mokobara is no longer just a luggage brand—it’s a benchmark for design-led disruption in India.
Why It Worked: The Key Takeaways
Design-Led Differentiation – Breaking away from generic luggage with a sleek, modern aesthetic.
User-Centric Product Features – A focus on smooth usability and durable design.
Strong Brand Positioning – Selling a lifestyle, not just a suitcase.
Omnichannel Growth – Expanding beyond D2C into premium retail spaces.
Media & Investor Support – High-profile backing fueling credibility and brand awareness.
Scalable Strategy – The foundation laid in early product design is now supporting Mokobara’s expansion into new categories.
What This Means for Your Brand
Morrama specialises in designing not just products, but entire brands. From strategy to packaging to physical product development, we ensure your brand has a unique identity and a competitive edge.
Whether you’re an Indian startup looking to launch a category-defining product or an established company wanting to rethink your brand, let’s talk.
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