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Elevator Pitch

Viralbhayani reports Deepika Padukone's airport look when she's seen coming back from Europe. Dressed in chic overalls, she struggles with her suitcase while trying to make her way through the paparazzi. But wait, what's that? She's carrying a huge gray suitcase - something she maybe borrowed from her father. Images go viral; "Beauty & the Beast", say news articles. Embarrassed, she looks for Luxury Suitcases from US & the UK, since Indian Luggage Market only offers suitcases for uncles going for 'business trips' to Bangkok. In comes Mokobara, a travel & lifestyle brand, marrying great aesthetics with even greater functionality to build high quality products. Now an early investor, Deepika flaunts her airport look with her new personalized Mokobara suitcase, with RK DP engraved on it. Viralbhayani's caption on this new look: #airportlooksmatter #nounclesuitcases #whatarethoseeee

Understanding Mokobara, a Product Brand

The traditional Indian Luggage Market, on one hand, had brands offering low-quality products at low prices. And, on the other hand, had expensive foreign brands that would cost more than the flight ticket for your trip. With a jaded luggage and accessory market, there were legacy companies, but all they had were products. The market was full of bags, but what was missing was a brand. Enters Mokobara, on their super silent ninja wheels, with a mission to help folks #GoingPlaces travel with ease and get there feeling like a million bucks.

In the recent times, most love advertising every aspect of their lives on Social Media. The modern traveller, specifically, puts an effort into their "airport look" and loves posting and talking about it on social media. And, that is why, Mokobara aims to deliver designs that resonate with their aesthetic sensibilities. Benchmarking its products with international brands when it comes to quality and functionality, Mokobara strives to elevate the joy of travel. Whether that's through the addition of hidden pockets to secure your passport/phone on our backpacks, or the Japanese Hinomoto wheels that stroll smooth like butter (like a criminal undercover), or the flashy-yet-elegant colour schemes.

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Core Value Proposition:

There has been a notable shift in preferences within the luggage and bag industry, driven by evolving lifestyles, increased travel, and a heightened emphasis on functionality and style.

Mokobara is not a luggage company, its a travel fashion and lifestyle brand. It caters to people looking for innovative, high-utility, fashionable travel accessories, while not compromising on quality. Mokobara gives people a brag-worthy product that can endure the many challenges that may come while travelling, whether its commuting in a Tier 1 city or travelling to remote, unseen places. Because afterall, "We (Mokobara) believe humans are like sharks. They have to keep moving to thrive. To grow. To feel alive. As long as they have a destination in mind - whether it’s a life goal, career aim or even a trip - they have a purpose in life. They’re #GoingPlaces."

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Understanding Mokobara's ICPs

Mokobara's users are predominantly Millennials & GenZ, in the age group 20-45

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(Note: the above-mentioned ICPs are influenced by user research calls)

Prioritizing ICPs for Acquisition:

Prioritizing ICP-1 & ICP-3 on the basis of:

• Adoption Curve
• Appetite to Pay
• Frequency of Use case
  

Understanding the Luggage Market

The Indian luggage segment is oligopolistic especially in branded labels; VIP, Safari and Samsonite collectively contributing most (~70%) of the market share in branded luggage in India. Dominated by the informal segment in the past, the Indian luggage sector has significantly shifted to the formal, or branded luggage - because of increasing disposable income, e-commerce penetration in the Indian market, and brand awareness.

Some Numbers:

• The revenue generated in the Luggage & Bags market in India amounts to INR US$15.04bn in 2024.
• It is expected that the market will experience an annual growth rate of 5.21% (CAGR 2024-2028)
• India's growing middle class and increasing travel aspirations are driving a surge in demand for premium luggage and bags.
  (source: statista)

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Calculating the size of Mokobara's Indian market:

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Mokobara's Top Competitors in India: Nasher Miles, Assembly Travel

Mokobara is considered to be a trendsetter in the new era of branded luggage market in India. The competitors are sometimes considered as "copy-cats"

Designing Acquisition Channel​

Studying current acquisition channels:

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Experiment Shows Up To 60% Of “Direct” Traffic Is Actually Organic Search - ~50% of Mokobara's traffic comes from Organic Search - whether its from word of mouth or from people cross-walking after seeing their products on an e-commerce website.

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Channel Prioritization Framework:

• Deprioritizing Organic Search:
• • Mokobara seems to perform better on Amazon when it comes to keywords (especially "suitcase" & "suitcase with wheels"), ranking ~35 on 1st page, after excluding sponsored listings.
  • However, it ranks 9th on google for the same keywords, and Visit/Search Volume% is 0.5% - lowest among all the organic traffic keywords.
  • While there is room to improve, Effort and Lead Time are both High. Below-mentioned P0 channels will offer new sources of acquisition.

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• P0 Channels for Acquistion:
• • Content Loops
  • Referrals
  • Product Integration

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Detailing Mokobara's Acquisition Channel

Content Loop

Current Scenario:

• Instagram:
• • Mokobara's hashtag, #Goingplaces boasts 500k+ posts on instagram, and while the top posts are Mokobara-related, not all posts are. It'll be safe to assume around ~30% are Mokobara's though.
  • In 3 of their story highlights, all titled #Goingplaces, users seem to be tagging mokobara with their product and beautiful scenery in their background.
• Youtube:
• • No presence of Mokobara themselves on youtube, but a lot of creators can be seen unboxing and talking about whether its worth the money (one of the findings from user research was that Mokobara has amazing packaging)

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Suggested Content Loops:

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Referral Program

• Currently, Mokobara does not have a referral program, but does offer a mclub membership (Re 499 for 6 months). Benefits include:
• • 5% discount on all products (except the Mokobara x Indigo line), applicable even with site-wide offers
  • Free 100 day trial to (almost) all products
  • Early Access to New Arrivals
  • Priority access to customer support

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• Referral Program Design:
• • Who can refer:
  • • an existing mclub member can refer upto 5 people
    • • reason: having a mclub subscription is a sign of a high retention (/core) user
  • How will they discover it:
  • • On their membership page

• • • through Deals' communication emails
    • through newsletters/new arrival launch emails
    • Through an email & WhatsApp campaign 30 days before their membership is about to expire
    • • "Loving the mclub membership perks and don't want to let go?
        Extend your membership for Free by referring your friends, family, and colleagues!
        
        Know More"
  • Why will they share:
  • • After each converted referree, the referrer's mclub membership will be extended by 1 month
    • • leveraging the perks of the membership (5% discount, 100 day free trial, early access to new launches) to get them to refer somebody in their circle
  • How will they share:
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  • • the referrer will have to fill details like the referree's name and WhatsApp mobile number, and then click on the CTA, "Refer"
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    • a WhatsApp message will be sent to the referree, along with an additional 5% discount code. The code will expire in 30 days.
  • How will they track:
  • • After referring, they'll be able to see the following information points on their membership page:
    • • Name of the referree
      • Date referred
      • Days left to avail the additional 5% discount by the referree
      • "Remind {Name}" CTA will be available when only 7 days are left to avail the 5% discount
      • the reminder will be a WhatsApp message sent to the referree
  • How will they keep referring:
  • • Only if they've exhausted their 5 referrals, and 4 out of 5 (80% conversion) referrees have converted, the referrer will now qualify for 10% discount for the remaining of their mclub membership
    • Once a referrer's membership collapses, they will also get a 5% discount on the next membership fee

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Product Integration

• New Intergration/Collaboration:
• • One of the top destinations from the Mokobara website is cred, as one of the payment options is cred pay
  • the ICPs prioritized also overlap with Cred's ICPs
  • • Partner-up with Cred Escapes, and offer exclusive discounts on suitcases to cred members
    • • Launch a line of backpack(s) exclusively for cred members (like the Indigo Partnership); integrate cred's unique UX design into the product. This will increase the brag worthiness of the product two-fold. A user of Mokobara and cred - life doesn't get better than this.
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• • • • add "Get 15% off on Cred x Mokobara Suitcases - built for ease of travel and looking good while you travel"
  • Also include Mokobara products in the "brands" section for Cred. Currently, a lot of Lifestyle Premium products are listed on the app. But Mokobara isn't. This could help increase visibility for the "Top 1%"
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• Leveraging current integrations better:
• • Mokobara products (bagpacks and slingbags) are available on Blinkit. However, they can't be discovered in any of the L1/L2 categories. Screenshot below:
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• When one does search for Mokobara, the tags are "Gifts for Husband" "gifts for women", however, Mokobara products are not listed under "Premium Gifting" category, either.
• The idea is to improve discovery for mokobara products under the categories "Premium Gifting" and "Home & Lifestyle -> Bags"
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