The Luxury Market in India: Maharajas to Masses

Hardcover | November 13, 2012

EditorGlyn Atwal, Soumya Jain

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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.

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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.

GLYN ATWAL is an associate professor of Marketing at Ecole Supérieure de Commerce Dijon-Bougogne, an international Graduate School of the French network of Grande Ecoles. His teaching expertise includes luxury marketing and emerging markets. Glyn is also a member of the Agility Advisory Council (Singapore) with a core focus on researc...
Format:HardcoverDimensions:192 pages, 8.87 × 5.71 × 0.78 inPublished:November 13, 2012Publisher:Palgrave MacmillanLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0230336728

ISBN - 13:9780230336728

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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