India understands the value linked to hard work and traditional know how. Hence, in India, just like in the most ‘sophisticated’ countries in the world, the notion of luxury is naturally surpassed by that of prestige. Luxury is attached to the exterior value of the brand, including in the product price tag a large premium devoted to the brand’s communication. Prestige, on the other hand, is attached to the intrinsic value of the product, mainly accounting for the materials used, the research, development and manufacture of its components, traditional handcrafting and after-sales service. Obviously, one cannot generalize this to everyone in India and pretend the opposite for everyone somewhere else, but the trend is there, and you will probably see a growing number of well-established brands try and enter this currently underrepresented market.