WRITING
Essays, analysis and commentary on the business of luxury in India — its markets, brands, consumers, culture and future.
September 8, 2026 Why India needs a Shilp-Griha more than it needs a Maison There is a word the French gave the world, and the world accepted without question: Maison. India — the civilisation that invented luxury — never had a word…
Read the latest →September 1, 2026 India has never lacked luxury. It has lacked the language to claim it. This is the story of how…
Read →India's crafts are coveted enough that the world's biggest houses keep reaching for them. What's missing has never been the craft. It's…
Read →Global luxury has quietly decided India is the next China. It is the most expensive assumption in the industry — and understanding…
Read →Why the most valuable Indian luxury brands sell meaning, not products India has never lacked craftsmanship. What it has lacked are brands…
Read →India has never lacked craft. It has lacked brands that turn craft into meaning the market will pay a premium to own.…
Read →Morality has become a value driver in luxury. Very few houses can say what is actually standing behind theirs. Morality became a…
Read →The Capability Gap: India Has the Client. India Has the Craft. The Missing Layer Sits Between Them. India is no longer waiting…
Read →The question every global luxury house asks about India is the same: which city, after Mumbai and Delhi? The industry defaults to…
Read →The Bain-Altagamma 2026 luxury study identifies AI as one of four forces disrupting luxury go-to-customer funnels. A white paper releasing this week…
Read →India's premiumisation wave is real, well-documented, and generating genuine opportunity across categories. But every premiumisation wave in every market eventually normalises. The…
Read →Eight weeks of content have made the case for why luxury founders need mythology discipline, architecture clarity, and the capability to refuse.…
Read →Most luxury brands do not fail because of bad products. They fail because the founder never answered three questions that defined the…
Read →Ferrari, Jaguar, and the Mythology Mistake the Luxury Industry Keeps Making The luxury industry is having the wrong conversation about Ferrari. Since…
Read →Whichever way you take it, the Audemars Piguet X Swatch collaboration is bringing questions of myth and proximity into focus. For decades,…
Read →India is not short on wealth. In fact, it is entering one of the most accelerated phases of wealth creation in its…
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