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A coherent and insightful view of the growing Global Luxury & Fashion Brands market in India, India by Design - The Pursuit of Luxury and Fashion unveils this culturally complex and dynamic market via a series of interviews with global Luxury and Fashion Experts. India has more consumers for luxury goods than the adult population of several countries. For international luxury brands, India is no longer a testing ground, but a lucrative market.

India By Design looks at India as more than just an emerging luxury market with high growth potential, but scrutinizes it as a country rediscovering its luxury heritage and bringing it into the present and future in a uniquely Indian way. The authors' sense of detail balanced with their ability to see the big picture bring sense to the kaleidoscope of cultures, businesses and technology which is India today.


Michael Boroian is the Managing Partner of Sterling International, an executive search firm specializing in Luxury Goods & Fashion which he founded in 2001 and with offices in Paris, Milan, New York and Brussels. For three years prior he was with TMP Worldwide Executive Search in Paris where he was Partner and Practice Leader for the Fashion, Retail & Luxury Goods sector for the firm’s 13 offices in Europe. Earlier career positions were with Hermès as Executive Vice President & Chief Operating Officer for the American subsidiary, and as Director of Development & Marketing with Sonia Rykiel. A member of the French-American Foundation and on Baccarat’s Board of Directors, Michael is recognized in Europe as one of the leading executive search consultants in luxury and fashion. He has an MBA from DePaul University.

Alix de Poix’s professional career has been a mix of consulting and high-level human resources positions both at national and international levels. In 1994, she joined Heidrick & Struggles, where she was in charge of the luxury practice worldwide and as a Senior Partner, her work in executive search covered a wide range of executive and non-executive directors’ appointments, from small entrepreneurial or family businesses to global listed corporations. Alix now runs her own executive coaching and consulting company for family businesses as well as listed firms throughout the world. Alix has a Master of Economics from Paris University and an MBA from INSEAD.





List of Tables and Figures.

List of Photographs.

Part I: Overview.

Chapter 1: Defining Luxury and Fashion.

Chapter 2: Framework and Context of Luxury in India.

Chapter 3: Demographics, Economy, Spending Habits, and Purchasing Power.

Chapter 4: Cultural Issues and Specificities of the Indian Market.

Part II: The Indian Consumer.

Chapter 5: Consumer Differences Between Cities.

Chapter 6: Indian Views on Luxury.

Part III: Market Potential.

Chapter 7: Mapping Fashion and Luxury Brands in India.

Chapter 8: Retail and Distribution Issues.

Chapter 9: Human Resources Issues and Practices.

Chapter 10: Fashion Education in India.

Part IV: The Indian Designer.

Chapter 11: Designer Market Structures.

Chapter 12: Designers.

Part V: Conclusion.

Chapter 13: Where Are Indian Luxury and Fashion Going?

Chapter 14: Case Studies.

Appendix I: How-to Guide for Brands Entering the Market.





This is a comprehensive and well-researched book that showcases a unique blend of historical and evolutionary analysis of the luxury fashion industry. An interesting read for anyone looking to enter the Indian luxury fashion market, and for the Indian consumer who needs to be educated on how the luxury sector is perceived in the West.—Ashok Som,Associate Professor of Management, ESSEC Business School, France

India by Design presents a deep understanding of two extremely complex subjects—India and Luxury. Covering ground from insights on the ever evolving Indian consumer to real case studies, it is the first comprehensive guide to the fascinating topic of luxury in India. A must-read for all marketers contemplating this amazing market.—Binita Cooper,Managing Director, Forevermark, India

This book finally makes sense of the confusing landscape of fashion in India and its growing retail opportunities. India by Design defines, explains and navigates this exciting terrain both for talented Indian designers making their mark in fashion at home and abroad, and for the rest of the world’s leading brands to woo and win India’s most fashionable consumers.—Fern Mallis,Senior Vice President, IMG Fashion, USA

India by Design concentrates on the high-end fashion and luxury market of the Indian consumer, pointing out differences in the luxury brand business for this subcontinent versus that of other countries. A well-researched book and a good read for anyone trying to understand India and its fashions.—Ritu Kumar,Fashion Designer, India

India by Design perfectly captures the crucial aspects of the evolution the luxury industry is currently undergoing, particularly in the emerging market of India. This book unlocks the mysteries, misconceptions and promises of India as a future force in the luxury world.—Uché Okonkwo,Executive Director and Founder, Luxe Corp, France

This is a relevant and updated analysis on luxury and fashion in India, and the influence of Indian designs and crafts. As global luxury houses rediscover India, and Indian brands start emerging globally, this book is a must-read on India’s relation with fashion design and luxury.—Xavier Bertrand,Managing Director, Chanel India