{"id":6353,"date":"2023-11-20T14:02:00","date_gmt":"2023-11-20T08:32:00","guid":{"rendered":"https:\/\/www.thirdeyesight.in\/?p=6353"},"modified":"2023-12-02T14:14:35","modified_gmt":"2023-12-02T08:44:35","slug":"a-new-flight-plan-indigo-mokobara-cobranded-luggage","status":"publish","type":"post","link":"https:\/\/myechoproject.com\/TES\/a-new-flight-plan-indigo-mokobara-cobranded-luggage\/","title":{"rendered":"A new flight plan"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>Christina Moniz, Financial Express <\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>November 20, 2023 <\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">he country\u2019s largest airline IndiGo just announced the launch of a premium luggage range in collaboration with actor Deepika Padukone-backed lifestyle brand Mokobara. The new luggage collection, Moko 6E, offers a check-in bag and a cabin bag in the signature IndiGo blue.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">IndiGo has sweetened the deal for its passengers, offering customers an extra 2 kilos of baggage allowance for one year after purchase at no additional cost. With a starting price of Rs 9,999 and a six-year warranty, IndiGo says it is looking to reach more discerning consumers who travel for business or leisure.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The airline already enjoys a substantial share of over 60% in India\u2019s domestic civil aviation sector as per DGCA data. So why is it making its way into the Rs 50,000-crore luggage market in the country? According to an IndiGo spokesperson, the aim is to leverage the carrier\u2019s strong brand presence to target modern Indian jet setters and create a seamless travel experience.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Vejay Anand, CEO, Ironhill India, points out that balancing creating a new identity for the luggage line while leveraging the well-established airline image without diluting its core values will be a delicate task. \u201cThis venture was more than a market expansion; it was about intertwining their brand heritage with travellers\u2019 lives, ensuring passengers carry the airline\u2019s reliability beyond flights,\u201d he remarks.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Navigating the market<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Although the luggage market is huge in the country, industry reports estimate that the organised and branded segment is around 40% with players like VIP Industries and Samsonite taking up the lion\u2019s share. Devangshu Dutta, CEO of Third Eyesight notes that rather than the potential quantum of business, it is more relevant to see a brand collaboration such as this as helping both companies create a buzz in the market. He observes that there is some degree of resonance in the design philosophies of both brands, pitched largely to millennial consumers.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ambika Sharma, founder &amp; MD of creative digital agency Pulp Strategy, observes that the carrier\u2019s decision to enter the luggage segment could offer several advantages for IndiGo the brand. \u201cExpanding into luggage provides IndiGo an opportunity to showcase its brand beyond the airline industry, strengthening its overall brand image and positioning it as a lifestyle brand. Offering a branded luggage line can enhance customer loyalty and engagement by providing travellers with a convenient and consistent travel experience,\u201d says Sharma.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">She however adds that making a mark in a competitive market with established players will be a challenge for the company. She cautions, \u201cConsumers may not immediately associate IndiGo as a luggage brand, requiring significant marketing efforts to establish brand recognition. Creating a unique selling proposition that distinguishes the Moko 6E luggage from competitors is crucial. Effectively managing logistics and supply chains is critical to ensure timely product delivery and customer satisfaction.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That said, India is a predominantly price-sensitive market where prominent brands sell luggage for as low as Rs 1,999, the brand may eventually have to revisit its pricing strategy if it has to compete with established players. \u201cBy offering a range of pricing options, IndiGo could cater to a wider set of consumers, potentially appealing to different market segments. This would ensure a more comprehensive market penetration while retaining its premium positioning,\u201d states brand expert Anand.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">With this association, the collaborator brand, three-year-old Mokobora, a premium travel and lifestyle brand established as recently as 2020, could also get a leg-up in terms of both visibility and accessibility. Anand notes that the lifestyle brand will, through this collaboration, be able to reach out to an audience of about 3 lakh or more air travellers in the country every day.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As of October this year, IndiGo has over 2,000 scheduled daily flights which include cargo operations, as well as CAPF and Army charters, allowing Moko 6E to reach a significant number of travellers daily.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>(Published in <a href=\"https:\/\/www.financialexpress.com\/business\/brandwagon-a-new-flight-plan-3311403\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Financial Express<\/a>)<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Who stands to gain what from the IndiGo-Mokobara collaboration on co-branded luggage<\/p>\n","protected":false},"author":1,"featured_media":6355,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[27,212,286,36,37,3,131,43,46],"tags":[741,52,177,101,103,106,107,59,191,742,740,86,166,743,65,739],"class_list":["post-6353","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding","category-consumer","category-customer-relationship","category-lifestyle-fashion","category-marketing","category-press-quotes","category-product-development-and-design","category-retail","category-strategy","tag-airline","tag-branding","tag-consumer-behaviour","tag-consumer-goods","tag-consumer-products","tag-consumer-segments","tag-consumerism","tag-india","tag-indian-market","tag-indigo","tag-luggage","tag-merchandising","tag-modern-retail","tag-mokobara","tag-retail","tag-travel"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - 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