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The Rise of the Indian Female Luxury Consumer

In: Luxury Brands in Emerging Markets

Author

Listed:
  • Glyn Atwal
  • Soumya Jain
  • Douglas Bryson

Abstract

The Hindu religion comprises millions of female gods. Each goddess has her own identity, portraying various emotions and aspects of a woman, which can often surprise the Western eye. Let us take the example of Goddess Durga, who is portrayed riding a lion which represents power, will, and determination. This expression of dominance is in contrast to the femininity of the Goddess Lakshmi, who is a symbol of fortune, wealth, and prosperity.

Suggested Citation

  • Glyn Atwal & Soumya Jain & Douglas Bryson, 2014. "The Rise of the Indian Female Luxury Consumer," Palgrave Macmillan Books, in: Glyn Atwal & Douglas Bryson (ed.), Luxury Brands in Emerging Markets, chapter 9, pages 105-116, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-33053-6_10
    DOI: 10.1057/9781137330536_10
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    Cited by:

    1. Sangeeta Devanathan, 2020. "Indian Consumers’ Assessment of ‘Luxuriousness’: A Comparison of Indian and Western Luxury Brands," IIM Kozhikode Society & Management Review, , vol. 9(1), pages 84-95, January.

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