Luxury Brand Evolution and Growth in India

Ambika Kulshrestha, Sandeep Kulshrestha, Leonidas Efthymiou () and Meliz Bozat
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Ambika Kulshrestha: ICFAI University
Sandeep Kulshrestha: ICFAI University
Leonidas Efthymiou: Department of Management, University of Nicosia
Meliz Bozat: Department of Management, University of Nicosia

A chapter in The Evolution of Luxury Brands, Volume I, 2025, pp 245-266 from Palgrave Macmillan

Abstract: Abstract The chapter examines the evolution and growth of luxury brands in India, emphasizing the influence of cultural heritage and modern consumer behaviour. The study explores factors affecting luxury purchases through four key research questions concerning consumer influence, technology’s role, brand positioning, and the intrinsic appeal of luxury. Utilizing a survey with 105 respondents, the research applies Chi Square analysis to evaluate these hypotheses. Results indicate that social status, technology, and brand differentiation significantly influence purchasing decisions, driven by rising incomes and increased youth engagement with digital platforms. The study demonstrates that luxury consumption in India is more than an economic transaction; it is intertwined with personal achievement and cultural values. While international brands appeal due to perceived prestige, Indian consumers show growing awareness and preference for brands that integrate local traditions. The chapter highlights the potential for growth in the luxury market, facilitated by technological advancements and strategic marketing. It underscores the importance of understanding diverse consumer motivations, offering insights for luxury brands aiming to navigate the complex dynamics of the Indian market. This research advances knowledge in luxury consumer behaviour, providing valuable perspectives for future explorations in the field.

Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:pal:pscchp:978-3-031-96676-7_10

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DOI: 10.1007/978-3-031-96676-7_10

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