The Luxury Market in India: Maharajas to Masses. is a window into the highly complex Indian luxury market. It provides strategies to guide brands entering thishigh-potential market and capture the luxury rupee. This volume is a collective guide based on intelligence from consumer research, expert interviews, face-to-face conversations, and most importantly, experience. It covers all aspects of the luxury journey in India, starting with its history of luxury, understanding consumption patterns and codes of consumption, analysing strategies to enter the Indian market, communicating the philosophy of luxury brands, andfinally understanding India's own luxury. It sets out to uncover strategies that will help avoid market failure and leverage opportunities to win in India. INDICE: List of Figues.Foreword; S.Kapoor.Acknowledgements.Notes on Contributors.Indian Metrics.Introduction; G.Atwal.&. S.Jain.PARTI:UNDERSTANDING LUXURY IN INDIA.Renewing India's Relationship with Luxury; D.Sinha.India's Historical Luxury Fables; S.Jain.PARTII: 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.PARTIII: TAKING THE BUSINESS STEP.Crossing the Indian Threshold; R.Kapoor.LUXURY RETAILING IN INDIA. Luxury Retailing in India; S.Chhabra.PARTIV: WOOING INDIA.Delivering a Luxury Brand Experience; Lula Raghavan. Fitting in India; G.Atwal.&. S.Khan.PARTV: THE MESSAGE AND THE MEDIUM.The Communication Dilemma; G.Atwal, S.Khan.&. D.Bryson.Creating the Hype; K.Medh.Bollywood andLuxury; R.V.Ahluwalia.PARTVI: 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.
- ISBN: 978-0-230-33672-8
- Editorial: Palgrave Macmillan
- Encuadernacion: Cartoné
- Páginas: 232
- Fecha Publicación: 29/08/2012
- Nº Volúmenes: 1
- Idioma: Desconocido