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The luxury market in IndiaMaharajas to masses /

Record Type:	Electronic resources : Monograph/item
Title/Author:	The luxury market in Indiaedited by Glyn Atwal, Soumya Jain.
Reminder of title:	Maharajas to masses /
other author:	Atwal, Glyn.
Published:	Basingstoke :Palgrave Macmillan,2012.
Description:	1 online resource :col. ill.
Subject:	Branding (Marketing)India.
Online resource:	https://link.springer.com/book/10.1057/9781137264169
ISBN:	9781137264169 (electronic bk.)

The luxury market in IndiaMaharajas to masses /
The luxury market in IndiaMaharajas to masses /[electronic resource] :edited by Glyn Atwal, Soumya Jain. - Basingstoke :Palgrave Macmillan,2012. - 1 online resource :col. ill.

Foreword; S.Kapoor -- Indian Metrics -- Introduction; G.Atwal & S.Jain -- PART I: UNDERSTANDING LUXURY IN INDIA -- Renewing India's Relationship with Luxury; D.Sinha -- India's Historical Luxury Fables; S.Jain -- PART II: 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 -- PART III: TAKING THE BUSINESS STEP -- Crossing the Indian Threshold; R.Kapoor -- LUXURY RETAILING IN INDIA -- Luxury Retailing in India; S.Chhabra -- PART IV: WOOING INDIA -- Delivering a Luxury Brand Experience; Lula Raghavan -- Fitting in India; G.Atwal & S.Khan -- PART V: THE MESSAGE AND THE MEDIUM -- The Communication Dilemma; G.Atwal, S.Khan & D.Bryson -- Creating the Hype; K.Medh -- Bollywood and Luxury; R.V.Ahluwalia -- PART VI: 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.

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, analysing 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.

ISBN: 9781137264169 (electronic bk.)

Standard No.: 9786613954138

Source: 529787Palgrave Macmillanhttp://www.palgraveconnect.comSubjects--Topical Terms:

584690
Branding (Marketing)
--India.Index Terms--Genre/Form:

214472
Electronic books.

LC Class. No.: HD999.L853 / I4

Dewey Class. No.: 381.45000954

The luxury market in IndiaMaharajas to masses /
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245 0 4 $a The luxury market in India $h [electronic resource] : $b Maharajas to masses / $c edited by Glyn Atwal, Soumya Jain.
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300 $a 1 online resource : $b col. ill.
505 0 $a Foreword; S.Kapoor -- Indian Metrics -- Introduction; G.Atwal & S.Jain -- PART I: UNDERSTANDING LUXURY IN INDIA -- Renewing India's Relationship with Luxury; D.Sinha -- India's Historical Luxury Fables; S.Jain -- PART II: 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 -- PART III: TAKING THE BUSINESS STEP -- Crossing the Indian Threshold; R.Kapoor -- LUXURY RETAILING IN INDIA -- Luxury Retailing in India; S.Chhabra -- PART IV: WOOING INDIA -- Delivering a Luxury Brand Experience; Lula Raghavan -- Fitting in India; G.Atwal & S.Khan -- PART V: THE MESSAGE AND THE MEDIUM -- The Communication Dilemma; G.Atwal, S.Khan & D.Bryson -- Creating the Hype; K.Medh -- Bollywood and Luxury; R.V.Ahluwalia -- PART VI: 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.
520 $a 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, analysing 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.
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650 0 $a Luxuries $z India $x Marketing. $3 584689
655 4 $a Electronic books. $2 local. $3 214472
700 1 $a Atwal, Glyn. $3 584687
700 1 $a Jain, Soumya. $3 584688
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