1. IIMB-
  2. Students Scholar Bank
  3. PGP
  4. CCS
  5. 2019
Please use this identifier to cite or link to this item: https://repository.iimb.ac.in/handle/2074/19982
Title: Study of the luxury retail market in India: Market entry and expansion strategy
Authors: Thakkar, Shamta 
Aiyer, Neerja 
Keywords: Luxury market;Marketing strategy;Market entry;Fashion industry;Jewellery;Eyewear;Apparel and footwear;Bags
Issue Date: 2019
Publisher: Indian Institute of Management Bangalore
Series/Report no.: PGP_CCS_P19_110
Abstract: India’s dalliance with luxury goes back to the age of the Maharajas, from the famed diamond necklaces of the Gaekwar monarchs of Baroda commissioned by Cartier to the monogrammed Louis Vuitton suitcases made for the Maharaja of Jammu and Kashmir. India’s economy destabilized by 200 years of British rule soon started reviving, propelled by the 1991 liberalization measures which opened India to foreign investment. With globalization came increasing awareness and luxury was not confined to the highest echelons anymore – it became a symbol of aspiration for the emerging Indian middle class.
URI: https://repository.iimb.ac.in/handle/2074/19982
Appears in Collections:2019

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