Why world’s biggest luxury fashion houses are chasing Indian clients

Luxury fashion has always been synonymous with European sophistication, American extravagance, and Middle Eastern opulence. Lately, a new market has emerged that has caught the fancy of the world's top-of-the-line fashion brands—India.

With its fast-developing economy, a burgeoning population of ultra-high-net-worth people, and a never-before obsession with craftsmanship and heritage, India has emerged as an unmissable force behind global luxury consumption. From the stars of Bollywood to business tycoons and sporting legends, India's high-net-worth individuals are rewriting the way India is approaching high fashion.

THE RISE OF INDIAN LUXURY SHOPPERS

India has over a million millionaires, and the number keeps increasing. While luxury was a once-in-a-lifetime affair in the previous generations, the current Indian high-net-worth individuals have embraced high fashion with such ease.

Mukesh Ambani, India's wealthiest man, is a case in point. Isha Ambani's wedding saw bespoke couture from foreign fashion brands like Valentino and Dolce & Gabbana to demonstrate the country's thirst for global luxury. Nita Ambani is also frequently seen wearing bespoke Chanel and Hermès, setting the pace for high fashion among India's high-net-worth individuals.

ROLE OF BOLLYWOOD IN THE EXPANSION OF THE LUXURY

Bollywood has been an influential force in India for years, and luxury brands have recognized the impact of celebrities. Fashion brands are now teaming up with Indian influencers to create their brand presence in the market. While Deepika Padukone has become the global brand ambassador of Louis Vuitton, Alia Bhatt has been appointed the brand ambassador of Gucci, thus marking India's entry into the luxury fashion world.

Priyanka Chopra, an established figure on the red carpet, has attended events in Ralph Lauren, Elie Saab, and Oscar de la Renta couture gowns, not to mention, countless Bulgari events globally as the brand ambassador for the jewellery house. Sonam Kapoor, a longtime loyalist of Dior, became the Indian ambassador to the legacy brand, which was no surprise.

The influence doesn't stop at Bollywood's leading ladies though. Diamonds were a girl's best friend until Ranveer Singh stepped in on his friendship with Tiffany & Co. Ayushmann Khurrana, as a friend of the brand, launched Bulgari's limited edition B.zero1 Kada for the Indian market foraying into the legacy brand's commitment to broaden men's jewellery in the country. 

With Ananya Panday entering the luxury space, first with Swarovski and reportedly with Chanel in her bag too, Bollywood's fresh faces are the luxury world's new targets. 

THE WEDDING ECONOMY IS A BILLION-DOLLAR MARKET

India's $130 billion+ per annum wedding sector is one of the main sources of high-end spending. Indian weddings are statements of status and heritage for Indian families, and nothing is too costly when it comes to fashion. The Ambanis, for instance, raised the bar once again with Isha Ambani's pre-wedding ceremonies in Udaipur, where Beyoncé sang and global designers dressed the family in bespoke outfits.

Sonam Kapoor's wedding saw her don an Anuradha Vakil lehenga but Ralph & Russo and Emilia Wickstead were a part of her trousseau as well, which reflected the coming together of Indian and Western extravagance.

Likewise, Katrina Kaif's wedding to Vicky Kaushal featured Sabyasachi wedding wear combined with Manolo Blahnik shoes, a fine example of how luxury fashion labels are now a part and parcel of Indian weddings.

SPORTS ICONS AND THEIR LOVE FOR LUXURY BRANDS

It's not Bollywood alone—sports personalities in India are also influencing luxury fashion. Virat Kohli, the highest-paid cricketer in the world, has been spotted wearing Louis Vuitton jackets and Balenciaga shoes, not to forget, his attendance at the first-ever Dior show in Mumbai in 2023, proving that luxury has entered the sporting domain as well.

WHY HANDCRAFT IS POPULAR IN THE INDIAN MARKET

This is one aspect that is dear to the luxury fashion sector, and this is something that appeals to the Indian consumer. From hand-knitted textiles to intricate embroidery, Indians have always been drawn to handmade, and thus, brands like Hermès, Chanel, and Bottega Veneta fit the market well, who share similar beliefs of creating bespoke handmade products.

Owing to India's knowledge and skill of handcrafting expertise, many international luxury brands are turning to the country's resources. Brands like Dior and YSL rely largely on the handmaking skills of Indian artisans for this very reason.

The brands are also now offering more bespoke services, limited edition collections and India-specific designs to cater to the country’s love of exclusivity. Sabyasachi collaborated with Christian Louboutin to produce a line of bespoke-designed shoes, where Indian artisanship was blended with French luxury. 

THE FUTURE: INDIA AS A LUXURY POWERHOUSE

With de-regulated import policies, growing retail penetration, and a young, internationally connected consumer base, India is no longer a developing market—it's a priority for luxury players. Dior, Gucci, and Cartier are not just selling products; they are betting on India's future as a global luxury player.

As Bollywood stars, industrialists, and sportspersons redefine luxury shopping, the world's largest fashion brands are taking notice. One thing is certain—luxury is no longer a Western playground. India is here, and the world is watching.

Text by Divya Batra

Edited by Sabrina Mathews