The Luxury Market in India Maharajas to Masses [Hardcover]

A window into the highly complex Indian luxury market, providing strategies to guide brands in entering this high potential market and capturing the luxury rupee. Sets out to uncover strategies that will help to avoid market failure and leverage opportunities to win in India.List of Figues Foreword; S.Kapoor Acknowledgements Notes on Contributors Indian Metrics Introduction; G.Atwal  & S.Jain PART I: UNDERSTANDING LUXURY IN INDIA Renewing India's Relationship with Luxury; D.Sinha India's Historical Luxury Fables; S.Jain PART II: UNRAVELING THE INDIAN CONSUMER The Changing Luxury Landscape; S.Maxwell Real Lives. Real Luxury; P.Saxena Contemporary Lustre; M.Puddick  & P.Menon New Consumer. New Luxury; T.Recchione  & A.Misra PART III: TAKING THE BUSINESS STEP  Crossing the Indian Threshold; R.Kapoor LUXURY RETAILING IN INDIA Luxury Retailing in India; S.Chhabra PART IV: WOOING INDIA Delivering a Luxury Brand Experience; Lula Raghavan Fitting in India; G.Atwal  & S.Khan PART V: THE MESSAGE AND THE MEDIUM The Communication Dilemma; G.Atwal , S.Khan  & D.Bryson Creating the Hype; K.Medh Bollywood and Luxury; R.V.Ahluwalia PART VI: INDIA'S OWN LUXURY Luxury Living; H.R.Chaudhuri Rise of Indian Luxury Brands; A.Som & S.Das Recognising the Future; G.Atwal  & S.Jain

Successful luxury branding involves understanding how to position your provenance their team of professional contributors eschew the simplistic one-size-fits-all global branding approaches of yesterday to describe the nuances of customer-centric segmentation necessary to delight the subcontinent's luxury demanding market.

Rohit Deshpande

Sebastian S. Kresge Professor of Marketing

Harvard Business School

With a surging economy and such evolving mindsets, India has never beely