Urban Jungle, the newest venture from Safari Industries, is betting big on India’s young, design-savvy shoppers. The brand, led by Tanisha Jatia, is carving out its niche by focusing on style, practicality, and the growing appetite for curated lifestyle experiences.
Jatia shared with ETRetail that Urban Jungle plans to invest ₹20 crore over the next 12–18 months to open 15 exclusive brand outlets (EBOs). The first store has already launched in Pune, and the upcoming outlets will be located in top metro cities like Mumbai, Bengaluru, Delhi, and Kolkata — specifically in malls and high footfall high streets. Each outlet will span around 550 sq. ft., offering a compact yet immersive retail experience.
“We noticed a clear gap in the market. Young consumers today want products that are not only functional but also an extension of their identity. They’re traveling more, earning more, and looking for brands that match that energy,” said Jatia. “Our stores are designed to offer more than just products — they’ll bring our brand story to life and help justify our premium positioning.”
Targeting Gen Z and millennials aged 20–35, Urban Jungle already has a strong presence across 134 shop-in-shops in department stores like Lifestyle and Broadway, and is working with 120 premium distributors across the country.
E-commerce is also a key focus. The brand is available on Amazon, Flipkart, and even quick commerce platforms like Blinkit. While quick commerce currently brings in about 5% of their revenue, Jatia says that segment is growing by 50–60% month-on-month and is expected to double in the next 6–8 months.
Urban Jungle’s average online order value is ₹5,500, while in-store purchases average around ₹6,500 — a clear sign that customers are buying into the full experience.
