Safari’s design-led luggage brand Urban Jungle targets 60 stores, 500 cr in 3 years

Urban Jungle is currently focused on building its identity, growing its retail presence, and boosting revenue as it works toward becoming a key name in India’s travel gear market

Bengaluru: Gone are the days of dull black and grey trolleys. Today’s airports are filled with color-blocked, picturesque luggage, often seen in the hands of Gen Z travelers. It’s eye-catching and, at the same time, easy to spot on the baggage belt.

To tap into this shift in travel style, Safari Industries, India’s largest and fastest-growing luggage company with a legacy of five decades and known for names like Safari, MAGNUM, GENiUS, and Genie, introduced a new brand in 2023 named Urban Jungle, to target the younger, style-conscious crowd.

Founded by Tanisha Jatia, Urban Jungle is a premium, design-led luggage brand built for those who see travel as a form of self-expression rather than just a necessity.

“Safari has always been known for delivering quality products to the mass Indian consumer. But with the rise of premiumisation across industries, we saw a clear gap in the luggage space,” said Tanisha Jatia, Founder and Brand Lead of Urban Jungle, during an exclusive interview with IndiaRetailing.

“Today’s consumer isn’t looking for just another black suitcase with wheels. They want design, innovation, and brands that connect with them through engaging content and storytelling—and that’s exactly where Urban Jungle comes in,” she added.

The Mumbai-based brand is now focused on building its identity, expanding its retail footprint, and accelerating revenue growth to become a major player in the premium travel gear space.

How the Name Came To Be

The name Urban Jungle stems from the founders’ belief that at the heart of every city lies a jungle waiting to be explored.

“Most of us live in urban settings, caught in the same nine-to-six routine every day. But every city holds hidden corners, untold stories, and experiences that often go unnoticed,” said Jatia.

“For today’s urban adventurers, travel isn’t just about passports and flights. It’s about discovering something new every day, whether it’s taking a different route to work, trying a new café, or exploring a different cuisine. Urban Jungle is inspired by that mindset. It captures the spirit of curiosity and exploration that defines the modern consumer,” she further added.

Channels of Distribution

Urban Jungle began as a digital-first D2C brand, allowing it to gain direct consumer insights and maintain complete control over the brand experience. 

Just eight months later, it ventured into offline retail with its first exclusive brand outlet at Phoenix Market City in Pune, offering customers the crucial touch-and-feel experience that’s especially important in a tactile category like luggage.

In addition, the brand has partnered with premium dealers and distributors across India who operate established multi-brand outlets. Urban Jungle is also present in large-format retail stores such as Broadway—a new-age shopping destination by Vivek Biyani focused on younger consumers—as well as Shoppers Stop, Lifestyle, Lulu, and most recently, Reliance Lifestyle. 

Online, Urban Jungle is available on Amazon, Flipkart, Myntra, Cred, and quick-commerce platforms like Blinkit, and was recently onboarded to Swiggy Instamart.

“Our sales are currently split almost evenly between online and offline channels, with both segments growing rapidly and showing strong momentum,” said Jatia.

Line-Up of Products

Urban Jungle currently operates in three core categories: luggage, backpacks, and travel accessories, with an assortment of around 350 stock keeping units (SKUs). 

The brand has several upcoming launches, all centered around thoughtful innovations designed to meet the evolving needs of modern travellers.

“In backpacks, we are expanding beyond professional and laptop styles to include casual and adventure backpacks, catering to a broader range of lifestyles,” stated Jatia. “In travel accessories, we’re introducing duffel bags, gym bags, and practical essentials like neck pillows, packing cubes, organisers, and toiletry pouches.”

To stay fresh and fashion-forward, Urban Jungle refreshes its collection almost every quarter, through new product launches, updated colourways, or trend-led editions.

Its luggage lineup includes smart tech features such as USB charging ports and built-in GPS trackers. In response to new airline regulations limiting cabin baggage to 7 kg, the brand has also introduced a range of ultra-lightweight yet durable luggage.

Outreach Efforts

“We have a strong content strategy built on consistent collaborations with content creators. Every month, we release 10 to 15 pieces of content featuring a mix of micro, macro, and larger influencers, helping us connect with a wide and diverse audience,” said Jatia.

The brand is also exploring partnerships with celebrity talent to further boost awareness, with a strong wave of content and marketing activity planned around the upcoming festive season in September and October.

A key highlight is an upcoming collaboration with a leading OTT platform, set to launch in November, which will include a limited-edition series.

“Our content and marketing efforts are closely aligned with our digital growth and directly impact how we scale online. That’s a major focus area as we continue to grow,” she added.

Vision for the Future

Urban Jungle currently has one exclusive brand outlet. Through its dealer and distributor network, the brand has expanded to approximately 250 to 300 touchpoints. In modern trade, it is present at around 100 to 120 touchpoints across key retail chains.

“Over the next 12 months, we plan to open at least 15 new exclusive brand outlets across major metro cities like Mumbai, Delhi, and Bengaluru, and aim to scale up to 50 to 60 retail stores over the next three years,” said Jatia.

The brand currently operates at an annual recurring revenue (ARR) of Rs 100 crore.

“We’re growing at a rapid pace, with over 100 percent year-on-year growth. With our current momentum and expansion strategy, we are confident in aiming for the Rs 500 crore mark within the next three years,” she added.

Urban Jungle is investing aggressively in both offline and online channels, with a sharp focus on expanding its distribution network through both physical touchpoints and enhanced e-commerce presence.

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