Luxury Brands Insights Essay

all e verywhere familys, Indias tryst with extravagance condescension names has changed gears. With game dispos satisfactory incomes and a perceptiveness for all told things highlife amongst affluent Indians on the put up, the country is emerging as the quest(a) stopover for humanswide high life punctuates much(prenominal) as Gucci, Christian Dior and Versace. However, we moldiness authorise that extravagance merchandiseplaceing is a full sassy ball-game al unneurotic, both(prenominal)(prenominal) from the perspective of the food merchandi sop upr as tumesce as the extravagance consumer. It therefore becomes crucial to view it both in relation and isolation from the prescribed graves food marketplaceplace.To carry out the supra objective, we would branch manner at how high life goods ar antithetic from unfaltering goods and then go on to explore some facets and trends of the sumptuosity goods as well as their market and consumers. This analysis would finally sum up into a SWOT analysis of the highlife goods segment, thereby helping in obtaining a razzs eye view of the fly the coop at hand. Considering that the opulence concept has breakinged to the peeled consequence, we would further delve into that aspect to view the drivers for sumptuousness smears presently, as well in the c finesseridge clip to come.This is followed by a sumptuousness potence determination of the Indian market both in terms of graded proceeds factors as well as qualitative initiatives. INDEX Abstract5 Objectives & Sub Objectives6 enquiry Design6 Getting To K instantly luxuriousness8 Difference among Regular & sumptuosity Goods10 Luxury In India14 Qualitative Insights15 Quantitative Insights16 The Affluent Indian Profiling The Indian Luxury Consumers17 categorisation Of The Indian Luxury Consumer21 4p Trends24 Consumer Trends29 Strategies For Luxury market In India57 Moving Forward66 References69 Annexure70.Why do I ge t to k at matchless date how the observe market is doing? Im in the wrinkle of sumptuosity Partick Heiniger, CEO, Rolex GETTING TO realisticize sumptuousness Luxury stags hold up practically been associated with the core competences of creativity, exclusivity, craftsmanship, precision, high note, innovation and bounty pricing. These point of inter persona attri stilles draw the consumers the satisfaction of not al wholeness owning expensive items besides the extra-added mental benefits comparable esteem, prestigiousness and a signified of a high status that re take heeds them and differents that they break pull down to an scoopful group of totally a select few, who raft afford these pricy items.The prodigality welkin coffin nails its convergences and operate at consumers on the top-end of the wealth spectrum. These self-selected elite argon to a greater extent than(prenominal) or less hurt insensitive and choose to spend their time and currency on objects that ar merely opulence alternatively than necessities. For these reasons, prodigality and prestige smears allow for centuries commanded an unwavering and often abrupt customer committedness. Luxury, derived from the Latin word luxus, core indulgence of the senses, regardless of cost. Luxury grunges argon dirts whose ratio of working(a) usefulness to equipment casualty is low mend that of intangible utility to equipment casualty is high.Such strike outs dower characteristics the likes of consistent premium quality, a hereditary pattern of craftsmanship, a recognisable air or design, a limited produceion political campaign of any item to ensure exclusivity, an comp hotshotnt part of uniqueness and an ability to keep mindinger up with new designs when the kin is fashion-intensive. THE market for marvellousness grimes in our country has bring out in recent times. With income levels going up, customers on the watch to buy such nocks atomic summate 18 ontogenesis in numbers. According to an NCAER Household Income Survey, in 2001-02, there were 20,000 families in India with annual incomesof more than than Rs 1 crore. By 2005, that number increase to almost 53,000. By 2010, India result suck some 1, 40,000 crorepatis. Retail management fraternity KSA Technopak estimates the market for high life and high-end clothing in India at Rs 1,000 crore and for accessories at another Rs 1,000 crore. CHARACTERISTICS OF THE extravagance labor 1. Luxury is a harvesting category in itself This elicit be best explained by the fact that both an expensive watch and an ar twainrk good deal be considered to be high life items.Therefore, all prodigality marketers atomic number 18 not full competing in their technically defined overlap categories (like manufacturers of refrigerators compete amongst themselves) scarce for the wallet sh atomic number 18 of high life goods in total. 2. The heart and soul of lavishness had c hanged Luxury has moved from its old meaning of ownership that is as well as distinguishn as conspicuous use of goods and go Conspicuous consumption is a term used to absorb the plentiful spending on goods and function that are acquired mainly for the purpose of introing income or wealth rather than to make full a real need of the consumer.In the mind of a conspicuous consumer, such showing serves as a substance of attaining or maintaining fond status. Invidious consumption, a infallible corollary, is the term applied to consumption of goods and wait ons for the deliberate purpose of inspiring begrudge in others has now changed its objects to the new meaning of the experience / fulfilment derived from possessing a original object. 3. Aura is more important than exclusivity Exclusivity is something that cannot be ensured to a great extent and neither is it the prime requirement of a opulence consumer.The consumer bases his decisions on the relevance of the aura of t he speck to his fulfilment or actualization unavoidably. 4. trade up A mass of squiffy pot occupy emerged the foundation over, give rise to a large section of consumers who are now moving to sumptuousness / premium grunges, thereby creating greater short letter opportunity for sumptuosity marketers. 5. Trading down Today, fashion brands are giving highlife brands competition because of marketing mix and branding strategies, which make it acceptable to pair these two brands. This is something that was not practiced before. eg. raiding an Armani fit out with a pair of GAP jeans 6. consequence of prodigality brands.Sea of sumptuousness brands discombobulate emerged giving a enormous superior to consumers, in all segments of highlife goods. 7. Factors at play In high life marketing there is a astute interplay amongst triple factors that most strongly beguile the extravagance consumer to buy product brand dealer or chisel ins brand or service of process pro fferrs character and harm/value relationship 8. guest loyalty is more important that brand advisedness Rather than focus on measuring the brand sentience of a luxury political party, measuring customer loyalty is far more significant a metric regarding the achievement or mishap of corporate strategy to connect with the luxury consumer.CONSUMER PERSPECTIVES TOWARDS highlife Consumers can be single out in 3 groups accord to what luxury means to them Luxury is Functional these consumers slope to buy luxury products for their superior functionality and quality. Consumers in this segment, the largest of the three, tend to be older and wealthier and are involuntary to spend more money to buy things that allow last and leave enduring value. They buy a wide array of luxury goods, from artwork to vacations, and put up extensive pre-purchase research, making logical decisions rather than emotional or impulsive.Messages that highlight product quality and are learning-intensi ve are mighty with this group. Luxury is Reward these consumers tend to be younger than the first group but older than the trinity. They use luxury goods as a status symbol to offer Ive do it They are move by their desire to be palmy and demonstrate this to others. Luxury brands that have general recognition are popular, however they put ont wish to appear lavish or hedonistic in their appearance. They deprivation to purchase smart luxury that demonstrates grandness bandage not leaving them blunt to criticism.Marketing messages that communicate acceptable exclusivity vibrate with this group. Luxury is Indulgence this group is the s centre of attentionest of the three and tends to include younger consumers and slightly more males than the other two groups. Their purpose for luxury goods is to lavish themselves in self-indulgence. They are willing to pay a premium for goods that stockpile their individuality and make others take signalise and are not overly interested with product longevity or feasible criticism. They enjoy luxury for the way it makes them feel therefore they have a more emotional approach to purchases.They respond well to messages that highlight the unique and emotional qualities of a product. DIFFERENCE BETWEEN REGULAR & LUXURY GOODS Luxury has never been something easy to define, except this mystery concept is something highly craved by one and all alike. We ascertain at delving deeper into this mystery and aura of luxury goods by way of comparing them against regular goods as well as highlight the characteristics of the luxury exertion. Strategies for Luxury Marketing in India There are conventional foundations for ensuring success of a brand and they are listed downstairs in brief 1.The brand mustiness(prenominal) be expansive Which means it should be full of innovation opportunities for the marketer and in terms of satisfying the divergent needs of the luxury consumer 2. The brand must distinguish a story It is thi s story, of either inheritance or carrying out or other aspects that goes on to build the aura of a brand over time. The story eer accentuates the identity of the brand. 3. The brand must be relevant to the consumers needs Depending upon the mind see of the luxury class, it is imperative for a brand to satisfy those needs, whether they are for recognition or functional use etc.4. The brand must align with consumers value A brand that does not concur with the basic values of a consumers society has a small chance of succeeding because luxury items are forms of expression or denomination for a luxury consumer. This makes it difficult for the consumer to play the brand in such oddballs. 5. The brand must perform Irrespective of which category the brand belongs to, a performance potency is a must for the brand if it wishes to be in the evoked set of luxury consumers, considering the price being paid for luxury. INDUSTRY OVERVIEW.In the past, brands like Liz Claiborne and Pierre Car din tried and true Indian waters but do a hasty retreat side by side(p) poor customer response. This led to a general perception that India is still not ready for luxury brands. But now that impression is changing. Many courseing global luxury brand marketers have started victorious our market seriously. Luxury goods marketing is a different ball game as the type of customers involved fall in a different class al unneurotic. These customers are influenced more by glamour and mode and want to stand out in a crowd.They do not drub an eyelid whey they buy a Vuitton bag costing Rs 50,000 or a Mont Blanc diamond-encrusted pen for Rs 50 lakh, Ermenegildo Zegnas top-of the-line, custom-tailored vitrine costing Rs 6 lakh or a mid-range Louis Vuitton briefcase priced Rs 1. 27 lakh. As these figures suggest, luxury brands are prestige products characterised by high-involvement decision-making that is strongly related to the persons self-concept. sensory(prenominal) gratification and well-disposed approval are the primary factors in selecting a prestige product.Cutting prices or giving discounts can be detrimental in case of luxury brands. A higher(prenominal) price implies a higher level of quality and alike suggests a certain period of prestige. Similarly, diffusion should be restricted. Status-sensitive consumers may annihilate a particular product if the feeling of exclusivity goes away. Managing luxury brands is as much an art as a science. The challenge is to require a demand for something which is not unfeignedly needed. After all, it looks crazy to spend Rs 50,000 on a handbag or Rs1,27,000 on a briefcase. Creativity plays a tombstone role in creating such a premium image.Many luxury brands achieve legitimacy and fashion authority as a result of the creative endowment of their design teams who respect the brand inheritance and yet infinitely reinvent it. grocery SIZE AND INDUSTRY GROWTH regularize With the European and American markets r all (prenominal)ing a saturation point, leading players are now concentrating on the BRIC countries and the action is anticipate to shift to India, being the fastest growing luxury market, growing at 25%. , and is expected to maintain these rates for the next 10 years. The Indian Luxury Market is estimated to be to be USD 4. 35 billion and this forms only 2% of the global share.The growth of luxury markets is on the basis of gross domestic product per-capita growth and the High Networth Individuals (HNIs) in a country. India will be the routine largest economy by 2040. Factors like Consumer Attitudes, Real Estate, Regulatory environs and Ecosystem are important for the growth of luxury market and these are improving in the country. India has 83,000 millionaires and every year 16,000 more are getting added to this. The main trigger bottom of the inning Indians indulging in luxury is to swank status, and the consumers here are beclimax aware of leading global brands in the space, but tend to be extremely value conscious.There is a sizeable community engaging in out resile motivate and getting exposure to global luxury market. The Indian consumer wants not just to be pampered, but entertained, excited and Inspired by Luxury brands and hence global players will have to look at advanced methods of reaching and engaging customers to succeed in the Indian market. With India emerging as one of the important players in the Luxury Space, the loaded and famous across the globe are interested in exploring Indian Luxury products. Also, because of the availability of high expendable income Indians have developed an appetite to live a lavish lifestyle.India is being looked upon by the absolute world as an emerging market and a potential Global hub. Hence, considering the potential of the Country galore(postnominal) macroscopical brands from across the Globe either have set up their base here or are planning to do the same. gross domestic product CONTRIBUTION The G ross Domestic reaping or gross domestic product is the indicator of the performance of an economy. According to the estimates of 2008, Indias gross domestic product is $1. 209 zillion and this is slated to make improvement in the coming times. It is estimated that Indias GDP will grow by 6. 5% in the year 2009.In 2008 the countrys GDP was 9% the slowdown that has been witnessed this year in the estimates is largely payable to the slowdown witnessed by the agriculture and the industrial domain of a functions. A look at the India GDP composition sector wise throws up some evoke figures. The agriculture sector contributed 17. 2% effort contributed 29. 1% while the service sector had a contribution of 52. 7% according to 2008 estimates. FDI LIMITS AN INTERESTING FACT What is the size of US Luxury Market? A) A third of Indias GDP B) Half of Indias GDP C) Equal to Indias GDP D) More than double Indias GDP ANS D) More than double Indias GDP.While India will certainly not match the U S, Japan or chinaware in terms of its domestic market size for luxury goods and services for decades to come, its influence on global luxury business will steadily increase in the coming years. The reasons are many and more often than not historical. Unlike Japan or mainland China, India has a history and a tradition of luxury for millennia. It has an influence on textiles and handwork on them, on gems and their setting in jewellery, in food (including ingredients and spices), on natural scratch up and body care, on fragrances and cosmetics, and even furniture, furnishings, and objects dart.For centuries, Indias nobility and the wealthy have been used to commission and patron all told kit and caboodle of luxury and extraordinary human skill. LUXURY MARKET SECTORS SECTORS KEY PLAYERS MARKET share % Jewellery 27 Clothing 16 Digital Accessories 13 Time Wear 8 Cosmetics & Skin Care 8 Foot Ware 6 wine-coloured & Liquor 6 Accessories 6 Fragrances 4 Crystal Wear 2 Others 4 The Key Player Analysis The following table summarizes the marketing mix adopt by the 4 leading luxury brands.In order to arrive at successful strategies to market luxury in India, it is pertinent to look at the marketing strategies instituted by the populateing luxury players in India. harvest-tide hurt Place forward motion Valentino offers a limited smorgasbord due to the nascent demand of gowns in India. This is attributed to Indian womens preference of sarees over gowns. Because of this trend, Valentino has launched saree inspired gowns in their up-to-the-minute collection. Valentino has also included a few sarees (worn by Elizabeth Hurley) in its trademark red in their collection. Valentino claims to charge prices same as their western counterparts. Opened its first stemma in August 06 at Delhis Shangri La hotel. it is before long looking for space to scatter a standalone store each in bangalore, Mumbai & surprisingly, Ludhiana. Has no plans of rise a store in a luxury mall due to a fear of dilution of identity. The brand owns numerous stores in China. The brand has particular promotional presence. In the west it relies on red carpet events & fashion shows to drive its gowns. However due to lack of such events in India, it uses curt affect advertizings from abroad in India.They predominantly feature Hollywood actresses & models. Product Price Place promotion The brand offers a smaller assortment of their products in west in India. This is attributed to the ethnical difference & the differences fashion trends. The brand claims to price their products equitably in India when compared to their western counterparts. However, it does restrain to the greater taxes. Launched trading operations in India in 2005. has only one dress shop in India as opposed to 8 boutiques in China. The brands only boutique in India is set at The empurpled Hotel in Delhi. Has no.promotional campaigns targeted entirely at Indian market. Nicole Kidman, t he brands leading endorser, latterly shot an advertisement with Indian model/actor Arjun Rampal in Rajasthan. However, the advertisement will not be aired in India as Chanel only promotes in print media in India. Came into headlines for back up actress Sonam Kapoor for a film premier. Product Price Place Promotion make headlines with their intention to design sarees. However, the brand has shown no signs of actually producing them. Offers limited amount of money of their product religious offerings due to limited demand in Indian market.However, is planning to have kittens their offering in approaching. The brand admits to charging a higher price due to the tax body structure & high infrastructure be. Launched operations in India in 2007 with boutiques in Mumbai and Delhi. Murjani classify is the operate franchisee of this brand in India. The brands store in Delhi is located at The Oberois Hotel. the brand has acceptedly shelved the plans of opening four more stores inc luding one in the Emporio Mall. The brand owns close to 27 stores in almost all leading cities of China. The brand relies heavily on print advertisements.However, it descent its recent decision of promotions through with(predicate) publisher advertisements as it harmed the brands exclusive & luxe image. Has no specific advertisements & promotional material for Indian customers. Product Price Place Promotion Armani offers all of their latest collection in their Indian stores. The brand recently made headlines in Indian newspapers for including Sherwanis in the 2009 fall-winter collection. The sherwanis are now sell globally in all their stores. The brand has registered a tremendous growth by selling higher up 200 items a month and registering a growth of above 50 percent annually. Armani claims to price their products same as abroad & refuses to comment further. Armani has recently entered the Indian market with a articulatio venture with DLF. The store currently operates thr ough two exclusive stores in Delhis first Luxury Mall DLF Emporio. The is currently in plans of opening four more standalone stores in Delhi and Mumbai. It owns 15 stores in China. Armani, different in west, only relies on print media (in magazines) to promote their products. The brand features its foreign promotional material in India as well.However, in its latest ad campaign, it featured a model of Indian descent (Vasuki) exact ANALYSIS OF THE MACRO-ENVIRONMENT Political Trends One imperative factor for any federation come in India is the political stability of the nation as well as democratic style of leadership. Government apart from obligations has taken a neutral stance towards the luxury stalwarts, FDI and tariffs as only concern which will be strengths in coming future. The implementation of the relieve Trade Area, which laid out a comprehensive program of arenaal tariff reduction, will be continuously implemented in phases through the year 2010.oer the course of the next several years, the programs in tariff reductions will be made broader. Efforts to eliminate non-tariff barriers and develop common product certification standards were initiated. In addition, ASEAN also was able to formulate framework agreements for the intra-regional liberalization of trade in services. Economic Trends Despite the unfortunate sparing trends in the last year, the luxury goods diligence as a whole experienced relatively robust economic growth.Many countries have also seen the risk-w eightered superior adequacy ratios of their entrusting systems improve due to government-sponsored bank recapitalization programs, continued progress in pecuniary restructuring, and improvements in financial risk management. boilersuit Indian economic trend is a silver lining for companies as India is more and more becoming the hotbed for millionaires and billionaires the new found riches is growing and will continue to be so, hence economic trend which was a challenge wi ll grow as a big receipts. Social / heathen Trends.There have also been social and cultural trends that have been evident over the last few years in the luxury goods sedulousness. These include (a) The irreversible rise of accomplished society (b) The rise of civil society and urbanization blends perfectly with dreams that luxury brands sell (c) The increase in the roles of intellectuals and social awareness. (d) Indians are a peculiar breed, victims of centuries-old socio-economic oppression. Where each of us is pinned on the social intercellular substance is revealed by our last name or even a stray change shape in accent.Money or the display of it can rarely manage to untune the hierarchy. Awareness or rather subtle awareness is something which luxury marketers are dexterous about and aiming at. With more and more urbanisation and globalisation the need to be in parity with the world will raise the demands for more upmarket and more luxurious lifestyle. Technological Tre nds It is a common familiarity that the luxury goods labor is still a relatively new effort in the country and is still in its primeval stages of development.Technology being a important factor still comes as second at times in divers(a) luxury categories, though make no mistakes that that second is still way above what a mid level brand can aim at. India being hub of technical development still does not provide luxury brands enough lucrative options as tech advancement are not synchronised and homogeneous, hence it is a no-count spot but might be a very significant area in future. Legal Trends.Intellectual holding (IP) and IP Rights (IPR) creation, commercialization, and justification have been a significant source of comparative advantage of enterprises and economies and a major driver of their emulous strategies. Indeed, countries all over the world are fully aware of the pressing need for a long-term policy inscription to collectively transform the luxury goods industr y into one which is largely make on knowledge, driven by innovation and continue by life-long learning.Countries all over the world have pledged to work together to help accelerate the pace and backdrop of IP asset creation, commercialization and protection to improve the regional framework of policies and institutions relating to IP and IPRs, including the development and harmonization of enabling IPR registration systems to promote IP cooperation and dialogues within the region as well with the regions Dialogue Partners and organizations to strengthen IP-related human and institutional capabilities, including fostering greater public awareness of issues and implications, relating to IP and IPRs.INDIA and IPR are a big problem, just not having the stringent and encompass laws is not the only issue, and problem also arises due to swooning enforcement of laws. Cheap unreal and intellectual property infringement is a common occurrence in the nation. Luxury Goods Industry SWOT Analysis Strengths Has products that pageant of a very powerful retail. This includes a reputation for value of money, convenience and a wide variety of products Has grown importantly over the years, and has experienced global expansion. important competence lies on the use of information technology (IT) to fully support its international logistics system.Therefore, companies in this industry can see how their individual products perform within the joined States for instance, or even at stores at a glance. Is able to deliver good customer care, as the limited amount of work would mean plenty of time to devote to customers. Products have run agrounded a strong reputation within the market. Offers trivial deficits and overheads. Therefore the companies in this industry can offer good value to customers on a consistent basis. Weaknesses Is one of the worlds largest industries but has a weak control of its empire, despite its IT advantages.This could lead to a decrease in productivi ty in some areas where it has the least control. Since companies in this industry sell products across many sectors, they may lack the flexibility that some of its more focused competitors possess. Operates globally, but its presence is located in only relatively few countries worldwide. Some luxury goods lack market presence or reputation The companys cash flow is unreliable especially in the early stages of a new luxury product development. Over flooding doesnt leave a luxury brand a real luxury brand. OpportunitiesTaking over, merging, or forming strategical alliances with other luxury good companies while focusing on strong markets like Europe or the Greater China Region and India. Luxury good companies operate only on trade in a relatively small number of countries all over the world. Thus, this would open the opportunities for future businesses in expanding mingled consumer markets, such as those in China and India. The opening of new locations and branches offer luxury goo d companies the opportunities to do work market development. This could lead to the diversification of the companys branches from large super centres to local-based sites.Opportunities exist for luxury good companies to continue with their current strategy of establishing large branches worldwide. The industry is continuously expanding, with plenty of future opportunities to exploit for success. AS FOR INDIA IT IS THE INDUSTRY OF FUTURE maybe 10 more years. threats be number one means that the luxury goods industry is the target of competition, the industry to beat, both locally and globally. Being a global retailer means that luxury goods companies might be candid to political problems in the countries where the company has operations.The mathematical product costs of most luxury products have the tendency to fall because of lower manufacturing costs. Manufacturing costs fall because of outsourcing to low-cost regions around the globe. This phenomenon could lead to competition in prices, which in bring would result in the deflation of prices in various ranges. Intense price competition must definitely be considered a threat. Indian mentality of the masses. REPUTATION, if it goes down company goes down. exposit Analysis of the Industry Environment The discernment of the industry attractiveness is performed using the ushers Five Forces Model.A. Threat of radical Entrants New entrants in the luxury goods industry will have to deal with high costs of entry for their latest technologies. most major competitors in this industry have yet to establish strong distribution channels. This will severely hamper their plans to penalize with their technological developments as without distribution channels, their products would never be seriously considered in the market by customers. These companies must worry though about certain government laws in some countries that might weaken their competitive position (2002). B. Bargaining Power of Suppliers.Suppliers of luxury goods have relatively lower negociate power because their products have yet to establish consistency in the market. This is in stubborn to ordinary brands where these products have been able to ascertain the confidence of its customers worldwide. C. Bargaining Power of Buyers A majority of consumers in the luxury goods industry are professionals who rely on diligent and expensive gadgets and expect seamless services every time they use them. For instance, a customer phones in a service request from the New York airport while boarding a plane bound to Paris the same day.The technical people in New York will presently work on the service tag end of the client. And when that client arrives in Paris, he / she would be able to call the New York service centre and pick up just now where he / she left off (1999). The dicker power of buyers in the luxury goods industry is relatively high because there are only few, large players in the industry. D. Threat of Substitutes There are very little threats that could emerge from possible substitutes. This is because product-for-product substitution could not possibly happen especially with luxury goods.Other products cannot simply replace the ingeniousness of the established luxury products in the market. Also, the millions of users of these luxury products surely would find it too self-conscious using other products other than their luxury products CASE STUDY THE MURJANI GROUP OVERVIEW Murjani meeting develops, launches, and builds various designer lifestyle brands. It operates in the United States, India, and internationally. Murjani Group was founded in 1930 and is based in New York, New York. They spouse with international luxury brands and retail them in India. KEY EXECUTIVES Managing Director Mr. Vijay Murjani.Chief run Officer Mr. Pradeep Mansukhani Business Head of french Connection Mr. Dhiresh Sharma Marketing Head of Luxury Division Mr. Vikram Raizada Business Head of Gucci Ms. Ananda Kara tour 1930 Mr B. K. Murjani found the group in Shanghai, mainland China with its first retail store 1950 After the world war Murjani commenced operations in Hong kong with a trading company. 1952 Murjani sets up Hong Kongs first garment manufacturing factory. 1958 With 6 years, Murjani grew to one of the largest apparel producers in the world, with a production capacity in overindulgence of 10 million units per annum.1966 The current Chairman, Mohan Murjani, joins the group. 1966 The Group commenced its transition from manufacturing to designer lifestyle brand development and marketing, by launching its first brand in the USA, Marco Polo 1976 Murjani launches the First originator jean 1980 Murjani sponsors the US Open 1985 Murjani launched Tommy Hilfiger,in 1985. here again Murjani group re-enforced their panache with ground breaking and ingenious marketing, to ensure that Tommy Hilfiger, would almost immediately, positioned amongst the top designers in the world.The innovative brand marketing and management techniques adopted by Murjani Group over the years, have changed the very paradigm of marketing, merchandising and retailing, as we know it today. 1986 Murjani launches Coca-Cola clothes Why India With a luxury boom in India, there are over one million luxury consumers, which is only a fraction of eight million plus consumers who have the disposable incomes but are unfamiliar with the luxury segment. The growth rate is 14. 6 per cent. rank audience is 22-55 year olds.Indias luxury goods market of Rs 717 billion is set to expand with a new firm to avail process by bringing together buyers and manufacturers. Indias total retail market has been estimated at $160 billion or Rs 7,170 billion, covering eight million consumers. Of them, one million are considered to be in the luxury brands segment 2000 NAMASTE INDIA The Murjani Group for many years, was very keen to establish a presence in the Indian market, but had to wait for the right time. In 2000 with the fast growth in the consuming class, Murjani was amongs.