I have been researching the luxury market in India and have
come across very interesting facts, trivia and the like, sometimes what would
appear hyperbole……but that’s what luxury has been in India. For instance, it
was interesting to find out that during the great depression of 1930s. many a
European fashion houses stayed afloat because of their Indian patrons…who else
but the Maharajas…..interesting commissions like a diamond necklace which had a
diamond the size of a golf ball , a bed which had statues of four naked women
as the 4 posts. And all this in late 1800s or early 1900s.
Having said that luxury has evolved noticeably since then.
Now we have what is commonly known as the ‘massification’ of luxury. So, its
not limited to a rich few but has truly spread out. Culturally, India is
attuned to luxury in ways very different than the west. We have always worn custom
made clothes and we have bought gold jewellery on weddings (and every other
occasion if possible!). Talk of couture and fine jewellery.
And now with the burgeoning middle class and global connectivity,
we want more of those brands …..more so given that in the North of the country
(Read ‘Delhi’) brands and labels are a part of a person’s identity. So, luxury
retailers of the world, bring it on!!!
