On February 19, 2025, an engaging panel discussion, “How India is Moving Towards Experiential Luxury,” explored how luxury in India is evolving beyond materialism to focus on immersive, meaningful experiences. The session, hosted by Nainam Joshi from the International Master of Business (IMB) 6 cohort, and attended by our IMB students eager to understand the changing dynamics of luxury, provided valuable insights into this transformation.
Panelists emphasized that Indian consumers now prioritize lifestyle curation over mere asset ownership. Wellness programs, concierge services, and sustainability-driven initiatives are shaping the new luxury landscape. Brands are adapting to these shifts by aligning with consumer values, ensuring cultural relevance, and enhancing personalization.
Rushaabh Shah, Chief Marketing Officer, Rustomjee, highlighted, “Today’s luxury homebuyers seek not just prime locations and stunning designs but holistic experiences that integrate convenience, wellness, and community engagement.”
Beejal Desai, Executive VP at Indian Hotels Company Limited, shared insights on maintaining diverse brand identities across Taj, Vivanta, SeleQtions, and Ginger while catering to varied luxury expectations. Initiatives like ‘Woyages of a Lifetime’ exemplify their focus on unique and personalized experiences, especially for women travelers. This shift demonstrates how brands are innovating to offer more inclusive and tailored experiences.
The insights shared moved beyond traditional definitions of luxury and focused on meaningful, experiential elements. Panellists also spoke about the evolving landscape of consumer preferences and the role of personalization in modern luxury.
Parthip Thyagarajan, CEO, Wedding Sutra, noted that “The ‘Big Fat Indian Wedding’ is evolving into a more personalized affair, where couples seek immersive, tailor-made experiences rather than just grandeur.” Students engaged in discussions about how this shift is making weddings more meaningful and reflective of personal stories.
Reena Chhabra, CEO of Nykaa’s Private Label Beauty Brands, discussed how Nykaa balances inclusivity by offering both value-driven and high-end products. Events like ‘New at Nykaa’ create exclusivity, elevating brand perception.
Neeraj Pandit, National Head, Paul John Whisky, highlighted how limited-edition releases and curated experiences enhance customer engagement and brand value. He also reflected on the inspiring journey of their Chairman in building a world-class whisky brand. His perspective gave a unique insight into how passion and craftsmanship shape luxury brands.
The discussion underscored that the future of luxury in India lies in transforming consumption into meaningful experiences. Experiential luxury is about emotional connections rather than mere possessions, driven by the “Mindful Revolution” that emphasizes sustainability and cultural relevance. Weddings are evolving into bespoke celebrations, while premium brands leverage personalization to deepen consumer appreciation. With innovation, sustainability, and authenticity at the forefront, the industry is poised for continued growth.
Thank you to our esteemed partners and faculty, Dr. Radhika Narayanan, and Prof. Seema Khanvilkar for curating this thought-provoking panel.