Aspirational identity is crucial in branding, as it defines who customers want to become through their relationship with your products.

In any audience, there are three market segments: the mass market, which is price-sensitive; the niche market, which values community and experience; and the luxury market, which seeks exclusivity and pedigree. Targeting the niche or luxury market can help increase prices.

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.

The concept of quiet luxury involves purchasing high-end items that appear understated, allowing individuals to signal their wealth discreetly.

The luxury sector is dynamic, valued at $370 billion today, and the luxury market has tripled in the last 20 years, with Gen Z expected to make up 30% of luxury consumers by 2030.

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.

In a cluttered market, brands can either aspire to be better or educate consumers about their product's efficacy to stand out.

The trend of premiumization is evident as consumers are willing to spend more on quality products, especially among the younger generation.