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Chapitres (2012), The Luxury Market in India: Maharajas to Masses, Palgrave Macmillan, pp. 188-202

The Rise of Indian Luxury Brands: Maharajas to Masses

SOM Ashok , DAS S.

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 this high-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, analyzing strategies to enter the Indian market, communicating the philosophy of luxury brands, and finally understanding India's own luxury. It sets out to uncover strategies that will help avoid market failure and leverage opportunities to win in India.

SOM, A. and DAS, S. (2012). The Rise of Indian Luxury Brands: Maharajas to Masses. In: The Luxury Market in India: Maharajas to Masses. 1st ed. Palgrave Macmillan, pp. 188-202.