Corps de l’article
A rapid development of both Indian economy and the mind set of Indians make India one of the countries where luxury is going to increase dramatically. Such development requires however to perfectly control the diversity and specificities of this complex market. Sixteen chapters in this volume unravel the hidden sides of luxury marketing in India and thus gives valuable information to craft future strategies for the next years.
The volume follows a progressive exploration of Indian luxury and the component of this new world, concluding with a perspective on the development of India’s own luxury industry. Contributions are outlined in six parts: a) understanding luxury in India, b) unravelling the Indian consumer, c) taking the business step, d) wooing India, e) the message and the medium, and f) India’s own luxury.
The editors present their book as being a « collective guide based on intelligence from consumer research, expert interviews, face-to-face conversations and (…) experience ». And indeed it is. This gives to the book a strength that makes it very relevant.
The volume concludes with a very stimulating perspective on the future of Indian luxury sector, analysing the consequences of the development of new generation, less rigid, oriented towards lifestyle, with more independent women showing their own preferences and a sense of social responsibility that changes lots of rules. The book contributes thus towards a better understanding of a fascinating market and provides useful managerial implications for luxury brands.