By : wadeindia | 17 May 2018 | TRENDING WADe TOPICS
Some Literary Delight: Book Launches at WADe Asia 2017: Mahul Brahma
Book Launches at WADe Asia 2017: Mahul Brahma
Title: Decoding Luxe (2017)
Author: Mahul Brahma
Publisher: Srishti Publishers
Available on Amazon and all leading bookstores
ABOUT THE BOOK
‘Decoding Luxe’ narrates the story of the origin of luxe in India. In the 1920s, 20 per cent of Rolls Royce’s global sales were from India. In 1926, the Maharaja of Patiala commissioned Cartier, its largest till date, to remodel his crown jewels, which included the 234.69 carat De Beers diamond. The result was a breath-taking Patiala necklace weighing 962.25 carats with 2,930 diamonds. Not to mention that a certain Nizam had procured 50 Harley Davidsons for his postmen to deliver his messages.
The book is a myth-buster of luxury, questioning the age-old notions that still are very dominant but not relevant any more. One myth-buster is how the middle class is driving the luxury market and not the Richie-rich. All international brands thrive on volume game and that only comes from the Great Indian Middle Class. The book also states that e-commerce has done more harm than good in luxury, boosting sale of luxury fakes or counterfeit and thus hitting the genuine luxury brands.
With the ebbing Chinese luxury story, most luxury goods providers are shifting focus to the growing luxury consumer base in India, which is poised to grow at 25% from 2013 till 2018, and is likely to touch $18-billion mark from the ongoing level of $14 billion.
The book aims to liberate luxury stakeholders from a myopic notion of luxury and price tags and help them understand and formulate, with a historical perspective, an effective strategy for conceiving, positioning, placing, promoting and pricing these luxury products.
The book aims to liberate luxury stakeholders from a myopic notion of luxury and price tags and help them understand and formulate, with a historical perspective
ABOUT THE AUTHOR
Mahul Brahma is a luxury commentator and columnist. He is also an award-winning communicator, heading corporate communications and branding for mjunction, a Tata group company. He has been a senior journalist for a decade with Economic Times, CNBC TV18, Reuters and India partner of NYT. His debut film as an actor was screened at 69th Cannes Film Festival.
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