Why India’s Definition of Luxury Challenges the Global Narrative
In the world of fashion, few names carry as much weight as LVMH. The French luxury conglomerate, home to brands like Louis Vuitton, Dior, and Fendi, is considered the gold standard in global luxury. But once, someone said something audacious to Bernard Arnault—the chairman of LVMH and the richest man in fashion:
“LVMH is not luxurious enough for India.”
— Ravi Thakran
Let that sink in.
Why would someone say that to the most powerful man in luxury? Why would India—the land of paradoxes and price sensitivity—reject the epitome of European extravagance?
Let’s pause and ask a bigger question:
What is luxury, really?
At its core, luxury is the art of offering rarity, craftsmanship, and emotional value—something that cannot be mass-produced, copied, or scaled easily.
And that is precisely where India flips the script.
In most of the world, craftsmanship is rare.
In India? It’s second nature.
What the West calls “luxury,” India simply called living.
We didn't consume luxury.
We created it.
Think about it:
Custom Louis Vuitton trunks were once made for Indian Maharajas.
Cartier's iconic panther jewels were first Indianized for royalty.
India had the first air-conditioned Rolls-Royce, commissioned by a Nawab.
None of these were about flaunting wealth.
They were about expressing identity, legacy, and cultural refinement.
So perhaps global brands don’t struggle in India because India isn’t ready for luxury.
They struggle because they’re not ready for India’s definition of it.
In India, luxury has never been about loud logos or seasonal trends.
It’s about emotion. Meaning. Ancestry.
It’s a handloom woven by a fourth-generation weaver.
An embroidery passed down like a family heirloom.
It’s a quiet whisper, not a shout.
A feeling, not a product.
Why This Matters Today![]()
As brands continue to flood the Indian market with glossy marketing and imported narratives, they often miss the point. India doesn’t need to be taught luxury—it needs to be acknowledged for defining it.
We are entering a new era, where Indian luxury brands like Kaaro are no longer trying to imitate Europe. We are reclaiming our space, telling our stories, and honoring the invisible hands that shaped the fabric of our culture—literally.
The real question isn’t whether India is ready for luxury.
It’s whether the world is ready for India’s version of it.