Nasher Miles Marketing Strategy 2025: A Journey from Trolleys to Trendsetters

Before diving into the article, I’d like to inform you that the research and initial analysis for this piece were conducted by Moksha Nagariya. She is a current student in IIDE's Online Digital Marketing course (December 2024 Batch)

If you found this helpful, feel free to reach out to Moksha Nagariya to send a quick note of appreciation for her fantastic research – she’ll appreciate the kudos!

About Nasher Miles

Nasher Miles, a bold, mid-premium luggage brand, was founded in 2017 by Lokesh Daga, Abhishek Daga, and Shruti Kedia Daga.

The brand stands out in the competitive travel gear market through its stylish and functional luggage designed for modern-day travellers. 

Offering products named after cities like Bali, Paris, and Zurich, Nasher Miles merges product design with a lifestyle narrative, resonating with the urban millennial and Gen Z travellers.

Available across major online platforms like Amazon, Myntra, Flipkart, and Zepto, Nasher Miles has embraced both digital-first and omnichannel strategies to reach consumers across India.

Marketing Objective or Business Challenge

Nasher Miles sought to differentiate itself from legacy luggage brands like Samsonite and VIP.

Despite having a strong product lineup and a growing online presence, the brand struggled with discoverability and competition.

The marketing challenge was to build top-of-mind recall and make Nasher Miles synonymous with stylish, functional travel gear, especially among younger consumers.

Marketing Channels Used by Nasher Miles

Main Channel for Marketing: Digital Marketing

Nasher Miles has successfully integrated both organic and paid channels to grow its visibility and reach.

Digital Marketing

• SEO & Content Marketing: Focused on creating travel-oriented, SEO-optimised blog content.
• Google Ads: Paid campaigns targeting high-intent searches related to luggage and travel gear.
• Social Media Marketing: Instagram, YouTube, and Facebook, using influencers and user-generated content (UGC) to drive engagement.
• Influencer Marketing: Collaborating with micro and macro influencers to build trust and authenticity.

Traditional Marketing

• Outdoor Advertising: Billboards and ads at airports and metro stations for offline recall.
• Retail Promotions: Limited offline presence in select stores, with in-store promotions to attract foot traffic.

Nasher Miles Marketing Strategy Breakdown

Digital Marketing

• Paid Ads: Strong presence on Google Search and Meta platforms (Instagram, Facebook).
• Influencer Partnerships: Collaborating with over 50 travel influencers to build brand awareness through lifestyle content.
• Performance Marketing: Amazon and Flipkart's performance ads are driving conversions during seasonal sales.

Content Marketing & SEO

• Nasher Miles leverages storytelling-based content to educate and engage the audience. Blogs like “Best Luggage for International Travel” rank high for key queries.
• Technical SEO optimisations, such as improved mobile speed and content structuring, support organic growth.

Influencer Marketing

• Partners with travel influencers like @CurlyTales and @WanderWithSky to produce authentic content featuring Nasher Miles luggage.
• UGC-led campaigns are highly effective in engaging the audience, building trust, and creating aspirational value.

Performance Marketing

• Google Ads, Meta ads, and Amazon/Flipkart campaigns target high-intent shoppers, optimising for the best ROI.
• Real-time data is used to tweak creatives and improve CTRs.

Messaging & Brand Voice

• The tone is aspirational and travel-first. The key message pillars are Style, Durability, Innovation, and Travel-readiness.

Results & Impact

• 10L+ units sold across D2C and marketplaces.
• 40K+ monthly organic traffic through SEO-optimised content.
• 3X growth in engagement on Instagram following influencer-led campaigns.
• Ranked among the top 3 luggage sellers on Amazon India.
• Media Coverage: Featured in major platforms like TOI, YourStory, and CNBC-TV18.

What Worked & Why

• The use of city-themed collections resonated well with travellers who connect with destinations.
• Strong influencer partnerships that offered authentic, aspirational content helped build brand trust.
• Performance marketing ensured high visibility where consumers were already making purchase decisions.

What Didn’t Work & Why

• The D2C website experience hasn’t been fully leveraged for retention and loyalty.
• The brand’s offline presence remains limited, making it harder to engage undecided customers.

IIDE Student Recommendations: Key Areas for Brand Improvement

1. Strengthen Brand Consistency

• Ensure unified messaging across platforms. Currently, the tone and narrative slightly vary between Instagram, LinkedIn, and the website.
• Reinforce the core identity - sleek, travel-first, urban — to make the brand instantly recognisable to new users.

2. Build a Stronger Community

• Introduce a loyalty or referral program to increase repeat purchases (currently at 12%).
• Launch a branded travel community or ambassador program to turn customers into brand advocates.

3. Enhance Offline Visibility

• Expand experiential marketing in airports and travel hubs to increase physical recall.
• Consider setting up pop-up stores or travel kiosks in malls, metro stations, and key tourist destinations.

4. Optimise D2C Experience

• Improve UX/UI on the brand website to reduce bounce and improve conversion rates.
• Enhance storytelling through blogs, travel guides, or destination-based product curations.

5. Diversify Influencer Strategy

• Use more mid-tier and macro creators, especially in tier-2 and tier-3 markets.
• Include multilingual creators to widen regional appeal and localise campaigns.