If China consumes luxury as evidence of momentum, India consumes luxury as a negotiation with memory. Brands that succeed here will be the ones with the deepest listening & meaningJaya wears Prada, but only after completing the ritual most affluent Indians quietly perform: the object must have travelled. The leather must carry foreign air. The receipt must speak in euros. The transaction must be narratable at dinner. In India, luxury is not merely purchased; it is cross-examined, sanctified, then admitted into the family story.

Read the full story on TOI+

END OF ARTICLE