Founder Fridays Season 2 Episode 1: Discover the Inspiring Journey of Assembly’s Cofounders

Founder Fridays: Inside the Inspiring Journey of Assembly’s Founders 

Aditya and Mohit share insights into their collaborative chemistry, discussing how their different personalities and shared vision for Assembly drive their partnership 

In the latest episode of Founder Fridays, we explore the remarkable journey of Aditya Khanna and Mohit Garg, the co-founders of Assembly, a brand transforming the travel experience with premium luggage that combines aesthetics and functionality. 

Identifying the Gap 

Archana uncovers the origins of Assembly, revealing how Aditya and Mohit identified a gap in the market for stylish and functional luggage. Mohit, coming from a family with a background in luggage manufacturing, observed that luggage was often treated as a mere commodity. Together with Aditya, a Kellogg MBA graduate with experience in leather goods and digital advertising, Mohit launched Assembly in late 2019. They aimed to create travel pieces that were minimal, functional, and catered to the needs of every traveller. 

Navigating the COVID-19 Pandemic 

Aditya reflects on the challenges they faced during the COVID-19 pandemic, highlighting how it tested their resilience and ultimately led to innovative product development. Launched in October 2019, Assembly’s target audience of travellers and office goers was immediately impacted by the pandemic. However, they managed to survive by launching three more stock-keeping units (SKUs), including a tech accessory bag, backpack, and gadget organizer, which were more suited for consumers during the pandemic. 

Commitment to Building the Brand 

Mohit emphasizes that shutting down was never an option, demonstrating their unwavering commitment to building the brand despite unfavourable conditions. Instead, they seized the opportunity to expand their offerings beyond luggage to cater to the entire travel industry. 

Collaborative Chemistry and Shared Vision 

Aditya and Mohit share insights into their collaborative chemistry, discussing how their different personalities and shared vision for Assembly drive their partnership. They invested an initial amount of ₹1.5 crore, primarily focusing on sourcing materials, manufacturing bags for testing, building their website, and ensuring sufficient working capital. 

Funding and Market Competition 

The founders also address funding strategies and market competition, expressing confidence in their current position while acknowledging the potential for future growth. In April 2024, Assembly raised $2.1 million in a funding round led by Prath Ventures, with participation from Anicut Capital, Blume Founders Fund, and angel investors. They plan to use these funds to expand their team and product range while increasing focus on marketing and branding initiatives. 

Brand Building and Consumer Trust 

Finally, they elaborate on their approach to brand building, focusing on creating trust with consumers and resonating with their personalities. Assembly aims to revolutionize the luggage brand into a lifestyle brand for Indian travellers. As of now, Assembly products are available on their official website and in e-commerce marketplaces like Amazon, Flipkart, and Myntra. 

Assembly’s story is one of innovation, resilience, and a deep understanding of the modern traveller’s needs. Their journey offers invaluable lessons for entrepreneurs looking to build brands that resonate with consumers and stand the test of time.