The market in India for quiet luxury is still evolving, and the concept isn't fully established yet.

Luxury brands often market to those who cannot afford them, creating a desire that drives sales among aspirational consumers.

People in India who have achieved a certain status may not feel the need to showcase their wealth through expensive purchases, but they still spend significantly on luxury items.

Transitioning from a mass consumer goods company to a bespoke luxury brand required me to unlearn and relearn everything, as luxury is about creating unique, precious items that evoke desire rather than mass production.

In luxury, you never look at competition; you're creating a work of art that people dream and yearn for, focusing on long-term brand strength rather than quarterly results.

Signaling value is important; people often buy expensive items to convey a certain image or status to their peers.

Quality is not about luxury or perfection; it's about meeting specifications. High standards mean continuously improving those specifications to delight the user.

The quality of coffee and the experience of drinking it were key to positioning Starbucks as an affordable luxury.

Creating a compelling unboxing experience can significantly enhance the perceived value of a product, as seen in luxury brands that invest in high-quality packaging.