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New Consumer, New Luxury

In: The Luxury Market in India

Author

Listed:
  • Thomas Recchione
  • Akash Misra

Abstract

Luxury is interpreted by different people in different ways and needs to be examined in broader terms in India than elsewhere. In India, something as simple as a cappuccino at one of the branded cafés that are cropping up all over the country, has many traits of a ‘luxury good’ since it is considered unique, offers a new level of quality, has an element of refinement, and which only a small percentage of the population will permit themselves to purchase.

Suggested Citation

  • Thomas Recchione & Akash Misra, 2012. "New Consumer, New Luxury," Palgrave Macmillan Books, in: Glyn Atwal & Soumya Jain (ed.), The Luxury Market in India, chapter 6, pages 69-79, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-26416-9_7
    DOI: 10.1057/9781137264169_7
    as

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