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Delivering a Luxury Brand Experience

In: The Luxury Market in India

Author

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  • Lulu Raghavan

Abstract

India’s growing tribe of old and new luxury consumers is more traveled, more discerning and more demanding than ever before. Gone are the days when multi-national companies could get away with introducing outdated models or having limited product selection for the Indian market. And it is no longer sufficient for companies to ride on the halo of their global brand images while selling to Indian consumers.

Suggested Citation

  • Lulu Raghavan, 2012. "Delivering a Luxury Brand Experience," Palgrave Macmillan Books, in: Glyn Atwal & Soumya Jain (ed.), The Luxury Market in India, chapter 9, pages 109-120, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-26416-9_10
    DOI: 10.1057/9781137264169_10
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