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Crossing the Indian Threshold

In: The Luxury Market in India

Author

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  • Rahul Kapoor

Abstract

A land of many mysteries and contradictions, India is one of the five most coveted emerging economies today. And, as is evident by now, robust growth of the Indian luxury market has attracted the interest of international luxury companies. With a sprawling selection of luxury malls, boutiques and flagship stores, it seems to be an easy concept to grasp for entry. It is, unfortunately, not as straightforward. India is a far cry from London, New York, Paris or Milan. Not just in terms of the culture, infrastructure, taxes or trade and legal definitions, but also in terms of consumer behaviour. Brand managers need to consider an optimal market entry approach for India and analyse a range of strategic issues. This chapter sets out to guide luxury marketers in developing an effective market entry strategy that can make the difference between market success and failure.

Suggested Citation

  • Rahul Kapoor, 2012. "Crossing the Indian Threshold," Palgrave Macmillan Books, in: Glyn Atwal & Soumya Jain (ed.), The Luxury Market in India, chapter 7, pages 83-92, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-26416-9_8
    DOI: 10.1057/9781137264169_8
    as

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