From fashion studios to airport terminals, Purvi Roy has always watched how people move through the world. As a fashion designer trained in luxury branding at Milan’s Medi-Belle Arte, she understood aesthetics, emotion, and identity. As a traveler whose luggage was once mishandled at the airport, she understood frustration. Arista Vault her smart travel luggage and accessories brand sits exactly at that intersection: style, technology, and solving real problems for modern travelers.
From Fashion Designer to Tech Founder
Purvi’s journey into entrepreneurship started in fashion, not hardware. She spent years working with design, branding and product development, before a single incident shifted her focus: a mishandled suitcase and a feeling of helplessness at the airport. That moment planted a simple but powerful idea: if phones, homes and cars could be smart, why not luggage?
Her transition from fashion to technology was not about abandoning creativity, but about applying it to a new canvas: travel infrastructure. Meeting co-founder Atul at a fashion event added a complementary perspective. Together, they decided to build a company for the masses, not just the luxury segment smart travel solutions that could genuinely improve everyday journeys.
Building a Hardware Startup in India
Turning that idea into a hardware startup came with challenges. Purvi speaks candidly about how tough it was to build something truly new in India’s product ecosystem, where investors and customers were initially wary of unfamiliar concepts like smart luggage. Educating the market was a big part of the early journey. Many people didn’t immediately see why their suitcase or wallet needed technology. So Arista Vault focused first on building products strong enough to “speak for themselves.” A turning point came when their smart wallet prototypes launched on Amazon Launchpad and started selling well. Strong reviews and traction caught investor attention and proved that there was real demand when the product solved a meaningful problem.
Betting ₹30 Lakh on Product First
Arista Vault began with an initial personal investment of ₹30 lakh from Purvi’s own savings. Instead of pouring this into heavy marketing, she focused it on:
- Product development and prototyping
- Research into real traveler pain points
- Building and validating core technology
The first set of products went live through Amazon Launchpad, where positive customer feedback reinforced the importance of leading with product quality rather than promotion alone. Support from MeitY (Ministry of Electronics and IT) later helped with infrastructure and certifications, giving the company a stronger base to develop and scale its product line.
Creativity Meets Practicality
Purvi’s fashion background continues to shape Arista Vault. She believes products should be emotionally resonant and practically useful — not one or the other. A defining example is the smart wallet with a power bank feature, which started from a simple customer request. Instead of chasing novelty for its own sake, the brand uses a clear technology stack aimed at real use cases:
- Anti-loss and anti-theft features
- Biometric locks for security
- Autonomous suitcases for hands-free travel
Each product starts with customer empathy: what do travelers actually struggle with, and how can technology ease that pain without adding complexity?
Lessons Carried Over from Fashion
From her fashion years, Purvi brought one core belief: people form emotional connections with what they carry. A bag or wallet isn’t just utility it’s an extension of identity. That insight shapes Arista Vault’s design and branding. The aim is to create smart products that:
- Look and feel premium
- Instil pride and confidence in the user
- Balance aesthetics with function, so people want to carry them, not just use them
For Purvi, technology is at its best when it disappears into a beautifully designed experience.
Going Global with Smart Travel
Arista Vault has already moved beyond India’s borders. Its products are now sold in Japan, UAE, UK and the US, with plans to expand into more markets. The vision is clear: build a global technology platform for modern travelers, rooted in India but competing confidently with international brands. That means integrating:
- AI for smarter, more personalised travel experiences
- IoT for connected luggage and accessories
- Intelligent software that ties the ecosystem together
Purvi sees Arista Vault as a future household name in smart luggage, representing India’s design and engineering on global shelves.
A Brand That Builds Confidence for Every Journey
Purvi’s favorite way to describe Arista Vault is simple: They’re not just building luggage; they are building confidence for every journey. From the moment a traveler packs their bag to the moment they reach their destination, she wants Arista Vault products to reduce anxiety, prevent mishaps, and add a sense of control and ease. If smart technology can turn a stressful experience like lost or damaged luggage into one that feels secure and seamless, then Arista Vault has delivered on its promise.
Interview By : Sejal Thakur
