Luxury Buying Behaviour and the Role of Culture: An Indian Context

  • Kartik Dave
  • Garima Dhamija


India’s tradition of luxury goes back in time when the maharajas were connoisseurs of luxury. They always satiated themselves with beautiful and handcrafted products. After independence in 1947, the country having taken the socialist route, the industrialist families still continued to engage with luxury products. Post the economic reforms in 1991, the Indian consumer has seen a significant increase in income across levels. And over the next decade, India is likely to experience the largest growth in total millionaire wealth. So today, it is no surprise that in the luxury market place, amongst Asian countries, India is being considered as a “promising territory for the future and a long-term player”.


Power Distance Uncertainty Avoidance Indian Context Indian Culture Luxury Consumption 
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Copyright information

© Springer Fachmedien Wiesbaden 2013

Authors and Affiliations

  1. 1.NCR‐201306Indien
  2. 2.HaryanaIndien

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