Mokobara dragged over pricing controversy pushes back with a non-apology

Bengaluru-based luggage and travel equipment brand Mokobara has come under fire after some eagle-eyed netizens spotted look-alike products on the Chinese-owned online marketplace Alibaba.com. These products were being sold at a fraction of the price, albeit in bulk.

Controversy has since erupted since many consumers were under the belief that Mokobara was a home-grown brand with products that were manufactured in India. 

An X user pointed out that similar bags were sold on the Alibaba site for $17.60 (Rs 1,523) a piece for 200-499 items. But the same bags were sold by Mokobara at Rs 9999.

Ok so Mokobara is just a marketing company... The manufacturing is still done in China. Good to know. pic.twitter.com/uqBJAeIalL

— Akshay D (@akkiman) December 12, 2024

Do people even realize that Mokobara is selling them white-labeled Chinese bags at six times the price and making crores off it? pic.twitter.com/Z5rgNZ392y

— sid (@immasiddx) January 16, 2025

People have accused Mokobara of whitelabelling, a business practice where a product or service is produced by one company and rebranded and sold by another company under its brand name.

160 second video on the truth behind Mokobara https://t.co/kUKGJkTPU1 pic.twitter.com/aifs6OIRbV

— anushka (@anushcache) January 18, 2025

Mokobara decided to push back at detractors with a non-apology even going so far as to offer “WHITELABEL” as a coupon code for its latest range of Naruto collection.

While the world debates the chicken or the egg, we’re focussed on what we do best - creating originals worth imitating. Dropping now: the Moko x Naruto Series - from one fan to another.

To our Moko fam, this one’s for you. Use code WHITELABEL to get 10% off on originality! ❤️… pic.twitter.com/lvQ0br0waf

— Mokobara (@my_mokobara) January 15, 2025

While some lauded the brand’s reply, others found its reply disappointing and accused it of taking its user base for granted. “Very disappointing reply. Mokobara taking their user base for granted. Solid response would have been appreciated instead of this childish witty response. If it's white labelling accept it, if not prove it, honesty would have been appreciated,” wrote an X user.

“That’s such a marketing stunt more than a clarification or coming out clean,” said another.

“Disappointment. Not done man. I had high hopes from your brand,” echoed another comment.

Others also weighed in on the pricing: “Designs are very basic but if durability is good nothing wrong in importing from China.also your pricing is abnormally high compared to Asia market.”

Netizens also debated on the ethics of whitelabelling and whether such brands owed an explanation to their consumer base. 

So, @my_mokobara is also white labelling products from China. Not even one brand is genuine in India. Just rebranding and selling sasta Chinese maal at a markup. All hidden behind good website design and intense marketing https://t.co/F3beq5m6ze

— Zee (@MhaskarChief) January 14, 2025

Mokobara is a direct-to-consumer (D2C) luggage brand that specialises in premium suitcases, backpacks, wallets and travel accessories. It was founded in 2020 by Sangeet Agrawal and Navin Parwal. On its website, the brand states that its products are built for functionality and quality. "We marry great aesthetics with even greater functionality to build high quality products. Everything we do has to be just right. From the super silent ninja wheels to the colour matched zippers. It’s the little things that speak the loudest," said the brand.

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The brand also collaborated with Diljit Dosanj during the Punjabi popstar's Dil Luminati tour. “No one is doing it like Diljit on a global stage. From electric performances to iconic fashion, he embodies it all, and we are thrilled to be part of that journey,” said Agrawal.