Are Luxury Brands Affordable?
Journey of the “Brands” in India
“Tu taan Cotton County paundi si, ohne Gant lia da”
The highlighted words in the above line are the brands of apparels. It’s a line of famous Punjabi songs which describes the comparison of Indian Vs the Foreign Brands
I still remember the times, not so long ago, when shopping in Sarojini or Lajpat Nagar in Delhi was just the best thing that could happen to a girl and for some high-end shopping, it was the famous Connaught Place which had some of the best brands available.
And then came along, the Mall Culture, and the whole definition of Luxury for Urban India changed and how. Brands which were unheard of are common place now. And, I am sure everyone has seen at least one brand which they can’t pronounce correctly. Yes, of course there are brands like “Ermenegildo Zegna “.
Today, shopping from brands has become normal for any middle-class Indian family. These brands start their range from 500-600 which makes it rather easy for anyone to own that brand.
And these days, even singers use brand names extensively in their songs. I am sure we can all relate to the following lines “Rado ki ghadi haathon mein ,Perfume Gucci wala “!
Brands have travelled a rather Long Journey in India. Few brands have succeeded, few lost dropped off as they didn’t do well. Some had to even shut shop and return to their countries because of the Overheads such as huge rentals and other fixed costs. If some of them such as the men’s luxury brand Dunhill have had to close out because doing business in our country was no longer viable, others such as Hugo Boss and Judith Leiber had to shift to smaller outlets.
Govt’s approval for added FDI in our country just might be the motivator for such upcoming brands.
From Zara to Starbucks, there are innumerable brands available now to lure us into spending. But, surely it will take a long time for these international brands to replace our desi Haldiram’s and not to forget Bata Rs.999.