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    Decoding Luxe
    Decoding Luxe
    Decoding Luxe
    Ebook115 pages1 hour

    Decoding Luxe

    By Mahul Brahma

    ()

    Read preview

    About this ebook

    Decoding Luxe explores various facets of luxury brands, taking
    a strategic, behavioural, historical, experiential, demographical,
    psychological, dynamic, mechanical, and philosophical look at
    what constitutes luxe or dazzle.
    This book is a bible for all stakeholders of luxury brands –
    owner, custodian, retailer, connoisseur as well as student –
    helping them understand and formulate, with a historical
    perspective, an effective strategy for conceiving, positioning,
    placing, promoting and pricing these luxury products.
    It is all about finding the magic potion for a brand’s success with
    luxe in India, who always look for value-for-money or valuefor-
    label.
    LanguageEnglish
    PublisherSrishti Publishers
    Release dateJul 10, 2017
    ISBN9789382665984
    Decoding Luxe

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      Book preview

      Decoding Luxe - Mahul Brahma

      Praise for the author and his work

      ‘My best wishes for the book.’

      – Ratan N Tata, Chairman Emeritus, Tata Sons

      ‘…crafted a lovely story around luxury in India from the Maharajas to the newer rich… a great read for anyone interested in the science of vanity and what makes luxury tick. All luxury brand wants to be aspirational without alienating people or being aloof. This book has many illustrative examples to satiate your curiosity.’

      – D Shivakumar, Chairman and CEO, PepsiCo India

      ‘...a delightfully-written book on luxury brands and luxury consumers... rich in anecdotes... A wonderful read.’

      – Bibek Debroy, Author, Economist, Academic and Member of NITI Aayog

      ‘...Mahul has been able to bring in new thoughts, ideas and perspectives. I like the innovative measures he has created... This will be a great measure for luxury brands to understand the desirability of their brand.’

      – Nirvik Singh, Chairman and CEO, Grey Advertising APAC

      ‘The romance of luxury has waited long for such a deft rendition of insight and eloquence.’

      – Kunal Basu, Author of The Opium Clerk,

      The Miniaturist, Racists, The Yellow Emperor’s Cure and Kalkatta

      ‘... [the book] works as a much-needed cultural history of dazzle... A quiet voice that will have a thundering impact. An essential read.’

      – Sarnath Banerjee, Graphic Novelist, Author of Corridors, All Quiet in Vikaspuri

      ‘…a seminal and in-depth work… easier for the brands how to tap into the Indian psyche further… whets the appetite of buyers… his analysis impeccable. This book is a must have.’

      – Kounteya Sinha, United Kingdom Correspondent, The Times of India

      ‘...Mahul has worked hard to decode even the customer. In a market that is ready to explode, understanding the customer could well be the key to retaining her, and to expanding the scope of the luxury segment itself.’

      – Sachin Kalbag, Editor, The Hindu (Mumbai)

      ‘...very lucid style of writing... a fantastic read and it gives a fresh perspective to luxe... a good manual for luxury retailers...’

      – Sanjiv Goenka, Past President CII & Chairman, RP-SG Group

      ‘...a gifted writer passionate about luxury... gives a very unique perspective to luxury... a great read...’

      – Harshavardhan Neotia, Past President FICCI and Chairman, Ambuja Neotia Group

      ‘...a prolific writer... has been able to introduce some unconventional ideas and thoughts... Decoding Luxe will be greatly appreciated.’

      – Hemant Kanoria, CMD, SREI Infrastructure Finance Ltd

      ‘I love the way Mahul deconstructs the mystical world of luxury with his simple, direct, matter-of-fact lucid style of narration... a very well written book...’

      – Arnab Chakraborty, National Director, UN-Empretec Programme for India, UNCTAD

      ‘...Mahul’s style has been very refreshing and easily digestible. He has managed to give a personality to luxury in the book... a fantastic read.’

      – Namit Bajoria, Director, Kutchina

      ‘...one-of-its-kind holistic book on this subject of luxury... a great handbook for luxury brands... captures many unconventional and rather counter-intuitive perspectives...’

      – Ambarish Dasgupta, Former President, Bengal Chamber of Commerce and Industries

      ‘...I applaud Mahul for his brilliant attempt at decoding luxury and presenting a holistic view on this subject with a focus on India... a must read.’

      – Sidharth Pansari, Director, Primarc

      Decoding

      Luxe

      MAHUL BRAHMA

      Srishti

      Publishers & Distributors

      Srishti Publishers & Distributors

      Registered Office:

      N-16, C. R. Park

      New Delhi 110 019

      Corporate Office: 212A, Peacock Lane

      Shahpur Jat, New Delhi – 110 049

      editorial@srishtipublishers.com

      First published by

      Srishti Publishers & Distributors in 2017

      Copyright © Mahul Brahma, 2017

      10 9 8 7 6 5 4 3 2 1

      This is a work of non-fiction, based on the author’s research in the field of luxury products and studies associated with it.

      The author asserts the moral right to be identified as the author of this work.

      All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior written permission of the Publishers.

      Printed and bound in India

      Contents

      List of Illustrations

      Foreword by Kounteya Sinha

      Foreword by Sachin Kalbag

      Preface

      A note from the author

      Acknowledgements

      1. Decoding Luxe

      2. Relativity

      3. Understanding Price-Sensitive Consumers

      4. Democratization

      5. Counterfeits

      6. The Great Indian Middle Class

      7. Seven Ages

      8. Ego-centric

      9. Click Click

      10. Experiential Luxury

      11. Strategic Moves-I

      12. Strategic Moves-II

      13. Managing Reputation

      14. Measuring Luxe

      15. The Dark Side

      16. Luxury: The Great Escape

      17. Tailpiece Timeless Tourbillons

      Epilogue

      About the author

      List of Illustrations

      Image 1: Cartier’s necklace for Maharaja of Patiala’s crown, which weighs 962.25 carats with 2,930 De-Beers diamonds.

      Image 2: In 1928, the Maharaja of Jammu & Kashmir placed orders for custom-made thirty trunks from luggage maker Louis Vuitton over a period of six months.

      Image 3: A Cartier Pathere ring, a timeless icon for the company, representing what’s both predatory and elegant.

      Image 4: Money can’t buy happiness. But, somehow, it is more comfortable to cry in a Lamborghini than on a bicycle.

      Image 5: A car that runs on reputation: Rolls Royce Phantom.

      Image 6: 50 Harley Davidsons were procured by a Nizam for his postmen.

      Foreword

      Luxury is no more an alien word for an average Indian. The ever-swelling middle class too is smitten by the romance of the super brands – be it a Louis Vuitton or a Burberry. Gone are the days when Indians travelled abroad to bring back an iconic sling bag or a trench coat. With the number of millionaires rocketing over the past five years, these brands are now opening shop within the country. Mahul’s book is a seminal and in-depth work that feels the pulse, not just of the luxury industry, but also of the consumer. He does a huge favour to both – makes life easier for the brands by telling them how to tap further into the Indian psyche on the one hand, and whetting the appetite of buyers excited by luxury on the other. Mahul’s style is lucid, his analysis impeccable. This book is a must have.

      Kounteya Sinha

      The Times of India, United Kingdom

      Foreword

      In 2002, my newsroom colleague and I won a major quizzing event. Since the contest was organized to raise funds for charity, we did not receive any cash prize. Instead, we were handed vouchers to buy books and a few clothes. One such voucher was from a luxury

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