The Luxury Market in India

A window into the highly complex Indian luxury market, providing strategies to guide brands in entering this high potential market and capturing the luxury rupee. Sets out to uncover strategies that will help to avoid market failure and leverage opportunities to win in India.

"Successful luxury branding involves understanding how to position your provenance their team of professional contributors eschew the simplistic one-size-fits-all global branding approaches of yesterday to describe the nuances of customer-centric segmentation necessary to delight the subcontinent's luxury demanding market."

Rohit Deshpande

Sebastian S. Kresge Professor of Marketing

Harvard Business School

"With a surging economy and such evolving mindsets, India has never been more ready for luxury than it is now. But with it comes challenges and their answers in unique strategies. This book addresses these very issues and demystifies the Indian luxury story impressively."

JJ Valaya

Managing Director

Valaya Luxury Holdings P. Limited

"Fascinating reading. Well-researched... It is full of unique insight and extensive source material for anyone interested in truly understanding contemporary India, its high-end consumers and their relation to luxury."

Claus Lindorff, Founder & Managing Director, BETC Luxe, Euro RSCG Worldwide

"A well grounded and fascinating journey into the key challenges posed by the Indian luxury market, from consumer segmentation to retailing and communication."

Stefania Saviolo

Professor of Fashion & Luxury Management

Bocconi University, Milan, Italy

Auteur
ROASIE VIRQ AHLUWALIA responsible for Corporate Affairs for Genesis Luxury DOUGLAS BRYSON Professor at ESC Rennes School of Business, France HIMADRI ROY CHAUDHURI member of the marketing faculty at International Management Institute Kolkata, India SUDEEP CHHABRA Consultant to Suneet Varma Design Pvt Ltd SUSHANTA DAS Senior Manager for Process Improvement at DFS in Hong Kong (LVMH) RAHUL KAPOOR Co-founder of Excedo Luxuria, India SHAZIYA KHAN Executive Planning Director and Vice President at JWT Mumbai, India SOPHIE MAXWELL Insight Director at International design agency Pearlfisher KINJAL MEDH Chief Operating Officer of Cogito Consulting, India PRIYA MENON Brand Director at Added Value UK AKASH MISRA Senior Associate Consultant at Ninah Consulting, India MELANIE PUDDICK Brand Director at Added Value UK LULU RAGHAVAN Country Director of the Mumbai office of Landor Associates, India THOMAS RECCHIONE Asia Director of Ninah Consulting, the financial and management consultancy of Publicis Groupe PRASHANT SAXENA Associate Director at Agility Research & Strategy, Singapore DHEERAJ SINHA Regional Planning Director, Asia at Bates ASHOK SOM Associate Dean of Global MBA and founder of the India Research Center at ESSEC Business School, France

Contenu
List of Figues Foreword; S.Kapoor Acknowledgements Notes on Contributors Indian Metrics Introduction; G.Atwal & S.Jain PART I: UNDERSTANDING LUXURY IN INDIA Renewing India's Relationship with Luxury; D.Sinha India's Historical Luxury Fables; S.Jain PART II: UNRAVELING THE INDIAN CONSUMER The Changing Luxury Landscape; S.Maxwell Real Lives. Real Luxury; P.Saxena Contemporary Lustre; M.Puddick & P.Menon New Consumer. New Luxury; T.Recchione & A.Misra PART III: TAKING THE BUSINESS STEP Crossing the Indian Threshold; R.Kapoor LUXURY RETAILING IN INDIA Luxury Retailing in India; S.Chhabra PART IV: WOOING INDIA Delivering a Luxury Brand Experience; Lula Raghavan Fitting in India; G.Atwal & S.Khan PART V: THE MESSAGE AND THE MEDIUM The Communication Dilemma; G.Atwal , S.Khan & D.Bryson Creating the Hype; K.Medh Bollywood and Luxury; R.V.Ahluwalia PART VI: INDIA'S OWN LUXURY Luxury Living; H.R.Chaudhuri Rise of Indian Luxury Brands; A.Som & S.Das Recognising the Future; G.Atwal & S.Jain