Urban Jungle is a premium luggage and travel accessories brand redefining how India’s modern travellers express themselves on the move. Launched in 2023, the brand brings together bold design, clever functionality, and accessible pricing to create travel companions that are as stylish as they are smart. Designed for a generation that values individuality, spontaneity, and purpose-driven utility, Urban Jungle stands at the intersection of fashion, movement, and modern living.
Urban Jungle creates products that reflect personal identity- vibrant, versatile, and built to stand out. From sleek cabin trolleys to everyday backpacks, every piece blend expressive aesthetics and thoughtful engineering, lightweight, durable, and built to make life on the move feel effortless and exciting.
Urban Jungle exists for the urban nomad, the weekend adventurer, the spontaneous trip planner, and the everyday commuter. Each product is designed to move seamlessly between work and play, airports and metros, hostels and boardrooms. With vibrant styling, practical features, and value-driven pricing, the brand resonates deeply with Gen Z and millennial travellers who are looking for more than just function; they want gear that tells a story, sparks conversation, and elevates their travel experience.
Urban Jungle has emerged as a disruptive force in India’s premium luggage market. It is a challenger brand in every sense, breaking away from convention, embracing cultural relevance, and connecting with its audience through a digital-first presence. While the rest of the industry focusses on uniformity, Urban Jungle celebrates difference. It’s a brand built for those who live life in motion and do so with intent, expression, and confidence.
Medianews4u.com caught up with Tanisha Jatia, Founder & Brand Lead, Urban Jungle
Q. The brand positions itself at the intersection of travel and culture. What does this entail?
When we say Urban Jungle sits at the intersection of travel and culture, we mean that travel today is much more than getting from one place to another. It is about self-expression. The way people travel, what they carry, and how they choose their luggage says something about who they are. Our products are built for that mindset, where practicality and personality come together.
We take inspiration from street fashion, music, design, and the way people live, just as much as from airports or destinations. That’s why Urban Jungle shows up in cultural spaces through comedy, creator collaborations, and social storytelling, not just traditional travel marketing. Culture influences how people travel, and travel has become a part of culture.
Q. Millennial and Gen Z consumers don’t look at products as being just functional. Products including luggage are about self-expression. What opportunities does this offer Urban Jungle in the coming three years?
As millennials and Gen Z continue to prioritise self-expression, we see strong growth potential in differentiated design, personalization, and collaborations that merge travel with fashion and culture.
This also allows us to expand into adjacent categories like backpacks and accessories, building a complete ecosystem for modern travellers who see their luggage as part of their identity.
Q. The company says that it has already crossed Rs. 100 crore in annual recurring revenue (ARR). What is the combination of D2C platforms, leading e-commerce marketplaces and retail that has led to this?
We have crossed Rs. 100 crore in annual recurring revenue (ARR). This growth comes from a balanced combination of our D2C platforms, leading e-commerce marketplaces, and retail expansion. Our D2C channels allow for direct brand storytelling and personalisation, while marketplaces like Amazon and Flipkart give us scale and accessibility.
On-ground, our exclusive brand outlets across metro cities create immersive retail experiences that help justify premium price points through in-store interaction. Beyond metros, our presence in multi-brand outlets further strengthens distribution and reach.
Q. How is Q-commerce going to disrupt the category?
Quick commerce offers instant, hyperlocal delivery of travel gear, aligning with Gen Z’s expectations for convenience and speed.
Whether it’s a last-minute airport run or a wedding trip, quick delivery can unlock new buying occasions. For a brand like ours, which blends design with agility, it’s an exciting frontier.
Q. How does Urban Jungle plan to scale post- the Rs. 100 Cr ARR with omnichannel retail and design-led innovation?
We’re deepening our store network to 25+ EBOs in the next 18 months, entering Tier 1 and Tier 2 cities. On the product front, we’re investing in new innovative products that are lighter, tech-enabled, and more stylized in its design. The goal is to build not just a brand, but a movement around modern travel.
Q. How did the idea of a podcast-style reel with stand-up comedian Samay Raina come about?
The idea for a podcast-style reel with comedian Samay Raina developed as part of Urban Jungle’s “ads that don’t feel like ads” ethos, using humor and unscripted storytelling to make brand touchpoints feel authentic and relatable to young audiences. Comedy felt natural to Urban Jungle’s tone: bold, expressive, and self-aware.
Q. What are the other disruptive marketing innovations in the pipeline?
We have a collaboration with a major global streaming series that has a strong cult following in India. It’s designed to connect travel with storytelling in a way that feels unexpected and immersive.
Beyond that, we’re exploring limited-edition colour drops, and experience-first retail activation outlets . The goal is to keep Urban Jungle fresh, culturally relevant, and always part of conversations that go beyond the luggage category.
Q. How effective is humour-driven storytelling in connecting with younger audiences?
Humour is the great equalizer. It breaks the clutter and builds comfort. For Gen Z and millennials, laughter builds trust faster than slogans ever could.
Our comedy-driven campaigns have seen 2x higher engagement and longer watch times than conventional ads. Humour also makes our brand more human , approachable, witty, and easy to remember.
Q. Does the media mix skew largely towards digital since the TG is millennials and Gen Z?
Digital remains our strongest channel for storytelling, but we complement it with experiential retail and influencer-driven activations. It’s not about choosing digital over traditional but it’s about where our audience’s attention is.
Q. Will marketing in 2026 be a year round activity or will the focus mainly rest on the pre Summer and pre festive season period?
Marketing will absolutely be year-round. Luggage is no longer seasonal. Younger consumers are travelling more often.
Q. Whatsapp has been introducing new features for businesses. How has this platform grown in importance for Urban Jungle?
WhatsApp is fast becoming our most effective retention and service channel. From personalised recommendations to order tracking and post-purchase support, it bridges convenience with conversation.
Q. Since the TG is millennials and Gen Z is authenticity in the brand communication of paramount importance?
Brand messaging focuses on real experiences, relatable storytelling, and social proof rather than scripted ads, which are valued by millennials and Gen Z consumers.
Q. What role is AI playing in helping the company in areas like design innovation, omnichannel expansion and storytelling-led engagement?
AI is playing a significant role across multiple touchpoints of our business. It helps us analyse design trends and consumer preferences, enabling our teams to create collections that are both timely and relevant.
On the operational front, AI-driven insights support inventory management and demand forecasting, which are crucial for seamless omnichannel expansion. It also assists in content creation and personalised storytelling, allowing us to build more meaningful, data-backed engagement with our consumers across platforms.
Q. How are hyper personalisation, aesthetics and smart functionality shaping this category?
Hyper-personalisation, aesthetics, and smart functionality are redefining how consumers connect with their luggage. For us, it’s about striking the right balance between design and functionality, creating products that not only reflect individual style but also feel uniquely personal.
We’re constantly innovating to make every bag both stylish and smart, equipped with thoughtful features that enhance real-world usability. Our recent Travel Sentry Design Excellence Award for the Caliber luggage collection is a great validation of this approach, as it recognizes innovation and functionality on a global stage.
