Overview

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.

Full Product Details

Author:   G. Atwal ,  S. Jain
Publisher:   Palgrave Macmillan
Imprint:   Palgrave Macmillan
Dimensions:   Width: 14.00cm , Height: 1.80cm , Length: 21.60cm
Weight:   0.420kg
ISBN:  

9780230336728

ISBN 10:   0230336728
Pages:   217
Publication Date:   29 August 2012
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Hardback
Publisher's Status:   Active
Availability:   In Print  
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Table of Contents

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

Reviews

'Successful luxury branding involves understanding how to position your provenance. For the Old World brands of Europe to the New World brands from Asia and the Americas, the BRIC countries represent the affluent markets of tomorrow. And with its democratic politics, burgeoning middle class, and English-speaking commerce, India is a marketer's dream. But there is no one India--there are many Indias; from Bollywood to India Inc., from the globetrotting finance executives to the IT millionaires of Bangalore and Hyderabad, there is a richness in diversity that begs to be understood. That is the power of Atwal and Jain's book 'The Luxury Market: Maharajas to Masses': 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 'A well grounded and fascinating journey into the key challenges posed by the Indian luxury market, from consumer segmentation to retailing and communication' - Stefania Saviolo, Professor of Fashion & Luxury Management, Bocconi University, Italy

Author Information

ROASIE VIRQ AHLUWALIA responsible for Corporate Affairs for Genesis Luxury DOUGLAS BRYSON Professor at ESC Rennes School of Business, France HIMADRI ROY CHAUDHURI member of the marketing faculty at International Management Institute Kolkata, India SUDEEP CHHABRA Consultant to Suneet Varma Design Pvt Ltd SUSHANTA DAS Senior Manager for Process Improvement at DFS in Hong Kong (LVMH) RAHUL KAPOOR Co-founder of Excedo Luxuria, India SHAZIYA KHAN Executive Planning Director and Vice President at JWT Mumbai, India SOPHIE MAXWELL Insight Director at International design agency Pearlfisher KINJAL MEDH Chief Operating Officer of Cogito Consulting, India PRIYA MENON Brand Director at Added Value UK AKASH MISRA Senior Associate Consultant at Ninah Consulting, India MELANIE PUDDICK Brand Director at Added Value UK LULU RAGHAVAN Country Director of the Mumbai office of Landor Associates, India THOMAS RECCHIONE Asia Director of Ninah Consulting, the financial and management consultancy of Publicis Groupe PRASHANT SAXENA Associate Director at Agility Research & Strategy, Singapore DHEERAJ SINHA Regional Planning Director, Asia at Bates ASHOK SOM Associate Dean of Global MBA and founder of the India Research Center at ESSEC Business School, France

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