Handle with flair: How Miraggio is carrying confidence into closets

They say a handbag is a woman’s best friend – a silent companion that holds her secrets, defines her style, and adds a touch of confidence to every stride. For Mohit Jain, the owner of the Gurgaon-based women’s handbag brand Miraggio, this idea was the spark that ignited his journey into the world of fashion. His brand, Miraggio, isn’t just about bags – it’s about crafting statements, building communities, and delivering luxury without compromise.

A Journey Shaped by Entrepreneurial Spirit

Growing up in a family where business was a daily conversation, Jain’s entrepreneurial spirit was ignited early. "Entrepreneurship has always been in my DNA," he recalls. At just 20, he took his first leap into the business world, launching a profitable dropshipping venture in Canada. Yet, despite its financial success, the disconnect from the product and the end consumer left a void. "I realised that true fulfilment comes from creating something meaningful, something that resonates with the end user."

Upon returning to India, Jain noticed a significant gap in the handbag market. The choices were stark – either high-end luxury bags with intimidating price tags or budget options that compromised on quality. "I wanted to create a brand that bridged this gap – something premium yet accessible," he explains. With over 65 per cent of India’s population under 35, the potential for a premium yet accessible handbag brand was evident. 

Striking the Perfect Balance

Miraggio’s core philosophy is simple – luxury without compromise. The brand’s collections are crafted with high-quality materials, clean designs, and practical styles, offering the feel of luxury without the steep price tag. Unlike traditional brands that stick to seasonal launches, Miraggio embraced a bold, agile approach, releasing new collections every month. "We wanted to stay ahead of the curve, to always offer something fresh," Jain shares. This dynamic strategy has kept the brand ahead of the curve, allowing it to stay in tune with the fast-changing preferences of its customers.

Miraggio also places immense value on customer feedback, integrating it directly into their design process. For instance, when customers asked for improvements to their bestselling Denice bag, the brand quickly responded, introducing the Denice 2.0 with stronger straps and additional features. "Listening to our customers is not just a practice – it’s a priority," he emphasises.

Facing the Challenges of the Fashion Industry

Operating in the fast fashion accessories segment presents its own set of challenges. "The pace at which trends evolve is rapid, and staying relevant in a highly competitive market requires constant innovation," Jain admits. To tackle this, Miraggio has focused on building a strong brand identity through consistent design language, storytelling, and digital-first strategies.

"Another major challenge has been managing supply chain efficiency. In fashion, speed is key – any delay in production or delivery can result in lost sales and customer dissatisfaction," he explains. To overcome this, the brand is planning to expand its warehousing network across key cities, aiming to reduce delivery timelines and meet growing demand more effectively.

"As we scale, maintaining quality while introducing newness every month is critical," Jain adds. "It’s about balancing creativity with operational discipline."

Building a Loyal Community

Miraggio’s success isn’t just about great products – it’s about building connections. With digital-first marketing, thoughtful influencer collaborations, and smart use of technology like personalised chatbots, the brand has cultivated a loyal community of fashion enthusiasts. "We’ve built a community, not just a customer base," Jain says. This approach has paid off, with Miraggio capturing a six per cent market share on India’s top fashion platforms and achieving an impressive Rs 110 crore in revenue in the last financial year.

What’s Next for Miraggio?

As it scales, Miraggio is set to expand its product range to include backpacks, wallets, and small leather goods, catering to a broader spectrum of customer needs. The brand also plans to strengthen its omnichannel presence, making its mark in both the online and offline retail spaces. Creative collaborations and limited-edition drops are also on the horizon. "We’re constantly evolving, always looking for the next opportunity to surprise and delight our customers," Jain adds.

Miraggio’s journey is a story of ambition, resilience, and a deep connection to its customers – a true reflection of modern Indian entrepreneurship. With every bag, the brand strives to redefine luxury for a new generation, making premium design and quality accessible to all.