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The Luxury Market in India: Maharajas to Masses Hardcover – 29 Aug 2012

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Product details

  • Hardcover: 232 pages
  • Publisher: Palgrave Macmillan (29 Aug. 2012)
  • Language: English
  • ISBN-10: 0230336728
  • ISBN-13: 978-0230336728
  • Product Dimensions: 14.5 x 2 x 22.5 cm
  • Average Customer Review: 4.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Bestsellers Rank: 1,962,668 in Books (See Top 100 in Books)
  • See Complete Table of Contents

Product Description


"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 been more ready for luxury than it is now. But with it comes challenges and their answers in unique strategies. This book addresses these very issues and demystifies the Indian luxury story impressively." –
JJ Valaya
Managing Director
Valaya Luxury Holdings P. Limited

"Fascinating reading. Well-researched... It is full of unique insight and extensive source material for anyone interested in truly understanding contemporary India, its high-end consumers and their relation to luxury."
Claus Lindorff, Founder & Managing Director, BETC Luxe, Euro RSCG Worldwide

"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, Milan, Italy

Book Description

Luxury marketing strategies on how to succeed in India

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Most Helpful Customer Reviews

Format: Hardcover
This book is one of a number that focus specifically on the business environment of BRIC economies, and on one of the most exciting markets within a particular BRIC economy, the Indian luxury market. It is both rare and pioneering, as books dealing with BRIC markets have not yet entered the mainstream of academic business publishing. The book is far from the usual cut and paste job that is often the case for management books dealing with emerging markets. The content is refreshingly original and this is a major plus. It isn't just about consumer trends either - like again so many other luxury marketing books - but covers a broad range of interesting and relevant aspects. The style of writing is engaging and makes you want to find out more. I can see no major flaws in this publication, except for the absence of colour photographs, which is indeed quite an omission when dealing with an industry so quintessentially linked to colour and other categories that appeal to the senses. However, it is still an excellent and unique reference.
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Most Helpful Customer Reviews on (beta) 5 reviews
2 of 2 people found the following review helpful
Decode India 1 Mar. 2013
By Johan von Gersdorff (International Account Director for Lufthansa Airlines) - Published on
Format: Hardcover
BRIC as a term came up some more than ten years ago and ever since it has set India on the map of opportunities for international business and marketing executives.

But beyond the macro-economic direction, India has remained a somewhat enigmatic destination for those wishing to establish, market and sell their brands on this subcontinent on the uprise.

For those who seriously want to take part in the enduring economic boom of India, this book provides essential insight and guidance:

- It reviews all essential elements of the marketing mix in the local context, be it distribution and retail, price and value, communications in all it forms including Bollywood, even legal aspects are not forgotten.

- It summarises the historic cultural canvas that drive current consumer behaviours as well as it provides vivid suggestions how this knowledge can be applied into successful marketing action.

- It continuously puts findings in a frame of global reference, Europe or other BRIC countries.

- And last but not least, findings and recommendations are supported by reliable research findings and data.

With this book you will start to decode India. Read it carefully and you will not only start to love this country, you will succeed there!
1 of 1 people found the following review helpful
Excellent: Thought-provoking and insightful 23 Jan. 2013
By C.Patal - Published on
Format: Hardcover
Thought-provoking and insightful. This book presents a pragmatic approach on luxury marketing in India. It also looks at how Indian luxury brands are going global. The book examines important issues that are often overlooked. This is an important strength. Excellent analysis with many interesting examples/cases and anecdotes that you don't normally find elsewhere. The Indian luxury market is set to take off and this book is a must-read for anyone who does not want to get left behind. The book depicts the challenges that lay ahead. It's also interesting for anyone interested in international marketing with a focus on India.
1 of 1 people found the following review helpful
Great book! 14 Dec. 2012
By JMK - Published on
Format: Kindle Edition
don't normally write reviews (don't have the time!) but I felt this book deserved a mention. I read the book on a flight to Mumbai. It was an education. I am familiar with the Chinese luxury market but I know very little about India. This is exactly what I was looking for. The book was not only informational but also inspiring. It is decorated with compelling insights that have a personal touch. It is not condescending but written by experts who 'live and breathe' the Indian luxury market. It is refreshing and indeed quite quirky. An enjoyable read and it certainly changed my thinking of luxury in India. Recommend the book to anyone who thinks they understand or wants to understand the luxury market in India. The only drawback was the price but then there are market reports that can cost hundreds of pounds/euros/dollars and this is a better investment. Great book!
1 of 2 people found the following review helpful
By Xtof-Paris - Published on
Format: Hardcover
1 of 2 people found the following review helpful
Insightful Read 30 Jan. 2013
By Alex Low - Published on
Format: Hardcover Verified Purchase
The selection of essays were extremely insightful and well written. Editors did a great job selecting a good balance of articles that provides foreigners with a local perspective of the luxury market In India. Highly recommended read !
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