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Fitting in India

In: The Luxury Market in India

Author

Listed:
  • Glyn Atwal
  • Shaziya Khan

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.

Suggested Citation

  • Glyn Atwal & Shaziya Khan, 2012. "Fitting in India," Palgrave Macmillan Books, in: Glyn Atwal & Soumya Jain (ed.), The Luxury Market in India, chapter 10, pages 121-136, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-26416-9_11
    DOI: 10.1057/9781137264169_11
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