Safari collaborates with boAt to launch smart luggage with tracking feature

Safari and boAt have partnered to introduce a new range of Bluetooth-enabled trackable luggage, set to launch on Amazon during Prime Day from July 12 to 14, 2025. The collaboration aims to address common travel concerns around misplaced or lost baggage with a tech-integrated solution.

Titled Safari Trackr, the range includes luggage equipped with boAt Tag, a Bluetooth Low Energy (BLE) device compatible with both Android and iOS devices. This allows users to monitor the location of their luggage in real time. The launch is part of the campaign “Your Safari Got Safer,” highlighting everyday travel scenarios where trackable luggage can provide added convenience.

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The Safari Trackr collection starts at Rs. 4,499 and will be available in three sizes - cabin, medium, and large - and in three colours: Signature Black, Blue, and Green. Each piece is made of 100% polycarbonate and is designed for durability and function.

The campaign will be supported by two digital films—one portraying everyday travel mishaps, and the other featuring a traveller using the luggage across multiple destinations, enabled by the tracking feature.

 “We recognised that travel-related anxiety around luggage is a real issue and aimed to provide a practical solution through this collaboration with boAt.At Safari, we recognised a real travel problem, people don’t just carry luggage, they carry their life while travelling,” said Sudhir Jatia, MD, Safari Industries. “We wanted to solve the constant anxiety of misplacing your bags. And for Safari there is no better partner than boAt, to build a tech-enabled solution that fits naturally into how people travel today. Safari Trackr is smart, stylish, and truly stress-free.”

“We are excited about boAt partnering with Safari, both category leading brands. This partnership helps us to bring our boAt Tag technology to solve a real problem at large- giving travellers the power to track what matters most, anytime, anywhere,” said Sameer Mehta, CEO, boAt.

"We’re thrilled to launch the Safari Trackr x boAt smart luggage on Amazon during Prime Day. It’s a unique collaboration that combines Safari’s durable design with boAt’s cutting-edge tracking technology, offering customers a first-of-its-kind, tech-enabled travel companion. This launch reflects our commitment to bringing innovative and differentiated products to our customers through trending styles and distinctive finds," said Siddharth Bhagat, director, Amazon Fashion and Beauty.