The Luxury Market in India [electronic resource] : Maharajas to Masses /
Atwal, G.editor.
Jain, S.editor.
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.
Description based upon print version of record.
Cover; Contents; List of Figures; Foreword; Acknowledgements; Indian Metrics; Introduction; Part I: Understanding Luxury in India; 1 Renewing India's Relationship with Luxury; 2 India's Historical Luxury Fables; Part II: Unravelling the Indian Consumer; 3 The Changing Luxury Landscape; 4 Real Lives, Real Luxury; 5 Contemporary Lustre; 6 New Consumer, New Luxury; Part III: Taking the Business Step; 7 Crossing the Indian Threshold; 8 Luxury Retailing in India; Part IV: Wooing India; 9 Delivering a Luxury Brand Experience; 10 Fitting in India; Part V: The Message and the Medium
11 The Communication Dilemma12 Creating the Hype; 13 Bollywood and Luxury; Part VI: India's Own Luxury; 14 Luxury Living; 15 The Rise of Indian Luxury Brands; 16 Recognizing the Future; Index
Includes bibliographical references and index.
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.
International business enterprises.
Marketing.
Leadership.
Ethnology—Asia.
Economics.
Management science.
International economics.
International Business.
Marketing.
Business Strategy/Leadership.
Asian Culture.
Economics, general.
International Economics.