Rajshree Upadhyaya | Business Remedies | By deeply understanding consumer expectations and category limitations, Abhishek, Lokesh, and Shruti Kedia Daga built the Nasher Miles brand in 2017, creating a portfolio that blends design, affordability, and durability. The founders observed that the Indian luggage market lacked personality. Travel bags were largely functional but visually dull and failed to reflect the evolving preferences of young Indian travelers who had begun to see travel as an integral part of their lifestyle.
From the outset, Nasher Miles adopted a digital-first approach, leveraging online marketplaces to reach customers across the country. This strategy enabled the brand to continuously refine its product offerings based on real-time customer feedback, helping it scale effectively. What truly set Nasher Miles apart in a crowded market was its unapologetic focus on color and aesthetics. The brand introduced multiple shades and finishes in its hard luggage trolley bags. Its soft luggage and travel backpacks stood out distinctly from traditional offerings that relied heavily on neutral tones. This strong visual identity quickly became a core element of brand recall.
As customer demand evolved, Nasher Miles expanded its catalogue beyond luggage. The brand diversified into duffel bags, laptop bags, cabin luggage, and travel accessories, allowing it to cater to multiple travel needs under a single identity. Every new product followed the same philosophy-combining contemporary design with everyday functionality-ensuring appeal across leisure travelers, professionals, and frequent flyers alike. Over time, the company also strengthened its supply chain with an increasing focus on domestic manufacturing to improve efficiency, quality, consistency, and long-term scalability.
Leveraging rising visibility to strengthen market presence
Nasher Miles entered the national spotlight with its appearance on Shark Tank India Season 3, where the founders positioned the brand as far more than just a luggage company. Their vision was to build a lifestyle-driven travel brand that could challenge established players through design innovation and digital distribution. The clarity of their vision, strong revenue narrative, and deep understanding of the category impressed all five sharks-Aman Gupta, Namita Thapar, Anupam Mittal, Vineeta Singh, and Ritesh Agarwal.
This resulted in a rare all-shark deal: an investment of Rs. 3 crore for 1.5 percent equity, along with a royalty structure until the invested amount was recovered-one of the most talked-about moments of the season. Following Shark Tank, Nasher Miles capitalized on its increased visibility to further strengthen its market presence and brand awareness. The company expanded beyond online channels by entering multi-brand retail outlets in cities and launching exclusive brand outlets to provide customers with a hands-on experience of its luggage, backpacks, and travel accessories. The brand also focused on improving accessibility through modern retail and rapid delivery platforms, aligning itself with evolving consumer buying behavior and shorter decision cycles.
A consistent commitment to differentiation through design
At the heart of the Nasher Miles journey lies a consistent commitment to standing out in a traditionally utilitarian category through design. The founders’ ability to recognize cultural shifts in how Indians perceive travel-and translate that insight into product innovation-has been critical to the brand’s growth. From its inception in 2017 to its milestone moment on Shark Tank India, Nasher Miles demonstrates how a clear aesthetic identity, strong category understanding, and disciplined execution can come together to redefine everyday products and build a sustainable consumer brand in India’s evolving travel landscape.
