Abstract
India is a country of stark contrasts and contradictions. Traditional norms are increasingly meshed with influences of modernity. Gandhian values deeply rooted in the echelons of Indian consumer society are set against a backdrop of Western consumerism. A complex web of influences is transforming Indian society and is creating a new identity. This is New India. The implications are widespread and significant. A number of international lifestyle and luxury brands have entered the Indian market with great optimism, only to exit confused and frustrated. The allure of a Western logo has not always been sufficient to win over the luxury rupee. Luxury brand strategies, that may have been successful in other emerging markets, are not always transferable to the context of India. The challenge of decoding the DNA of India’s market is forcing luxury marketers to take a step back and rethink their tactics and strategies. This chapter sets out to guide luxury brand marketers on how to connect with the Indian luxury consumer and avoid the pitfalls of this complex market.
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© 2012 Glyn Atwal and Shaziya Khan
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Atwal, G., Khan, S. (2012). Fitting in India. In: Atwal, G., Jain, S. (eds) The Luxury Market in India. Palgrave Macmillan, London. https://doi.org/10.1057/9781137264169_11
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DOI: https://doi.org/10.1057/9781137264169_11
Publisher Name: Palgrave Macmillan, London
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