While China may have the unyielding focus of many Western luxury brands today, many players are already beginning to set their sights on India for the next wave of expansion. But, as global luxury players begin to tentatively test these Indian waters, they are finding that India, which has its own vibrant indigenous cultural scene, may require a different expansion strategy altogether.
With Bollywood stars and local Cricket legends that get more attention in India than their Western cultural equivalents, there is no blank canvas in India upon which to paint Western tastes. Locals on the streets of Shanghai and Beijing have, by and large, adopted Western dress, but those in Delhi and Mumbai are more likely to fuse East and West; a Tarun Tahiliani kameez paired with Seven for all Mankind jeans, Jimmy Choos and a Gucci bag or a Sabyasachi sari paired with Harry Winston jewels and Bottega Veneta minaudiere.
For international luxury brands, therefore, conquering the Indian market will require a lot more than a cut and paste — and, there is some formidable local talent to contend with.
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