‘Extravagant Exhibitions’ – New Destination for Luxury Brands
By : | March 15, 2013

Champs-Elysées in Paris, Fifth Avenue in New York and Causeway Bay in Hong Kong are names which are legendary as the top luxury shopping streets or shopping destinations. While India might not provide an ambiance which is suitable for Luxury Street shopping as compared to the likes of the above given names, we can certainly boast of some opulent malls housing the finest International and Indian luxury brands.

However, the question that begs for an answer is – are these luxury malls which are not too many in number enough to satiate the growing demand or hunger for the Indian consumer. According to a recent Assocham-Yes Bank study, the luxury market in India is pegged to grow at 25% in 2013 till 2015 and likely to touch US$ 15 billion from the current level of US$ 8 billion! That’s a phenomenal number and a lot to cheer about but unfortunately the reality is that there still exists a considerable gap between luxury consumers and luxury brands. The biggest problem is the lack of infrastructure. There just isn’t enough retailing locations premium enough to draw the right clients or house the right brands.


Karan Bhangay, CEO The Indian Luxury EXPO had the foresight to understand the mammoth potential of this industry and also identify that there isn’t really any national platform to showcase new products especially for segments like Yachts, Cars, Homes, Decor, Choppers, Watches, Fragrances and others. He set the precedent and founded India’s first multi-city luxury expo (Mumbai, Bangalore, Hyderabad, Delhi and Chennai) which features some of the most prominent uber-luxury brands, cutting across 20 lifestyle segments to an elite and discerning target audience. This Expo which is slated for 26th, 27th, 28th April, 2013 at The Exhibition Ground – GRAND HYATT, Mumbai mainly provides two major platforms, amongst others – Firstly, Branding of luxury products to the right targeted audience and scaling to a larger market and secondly capturing luxury consumers & exclusive HNI base directly at your arena with periodic return of investments with the sales and leads generated.


These lavish platforms are the next big destination for luxury brands to connect with their audience wherever they might be minus the mortar and brick route. If you are still not ready to bite the bullet then below are some reasons why we believe these exhibitions are the next big ‘luxury emerging trend’:

  • Marketing Tool – These Exhibitions provide an exciting opportunity for brands to try different activities with a different set of audience each time and analyze their feedback in real time. This is pertinent specially, if you are brand testing the water with a new market this is the way to go.
  • Potential Audience – Great potential to tap into a new and array of consumers and convert them into your loyal clientele.
  • Appropriate Ambiance – Since the luxurious experience is as important as the avant-garde product these exhibits ensure that the environment is plush and divine. Moreover, a lot of these events are by invitation only making certain that it is private and exclusive affair.
  • Assortment of brands from diverse industries – The fact that you have innumerable illustrious brands under different categories all available under one roof is probably a dream many would love to live or rather love to shop.
  • Inviting rather than Intimidating – For a lot of Indian consumers taking the whole family (including children) to a luxury mall might not be convenient or even desirable considering the formal or overwhelming setting that most luxury malls tend to adhere. Luxury Exhibits on the other hand are a more welcoming option with enough variety to keep everyone content and occupied.

Come to think of it, did we just forget to mention the most exciting point that it is also a grand “Networking Paradise” where you get to connect and build relationships with some of the most eminent brands, industry experts and luxury connoisseurs that you have always admired. Additionally, many incredible associations are formed ranging from cross linkages, co-marketing initiatives and even great partnerships. We think there are some very attractive possibilities attached to these luxury proceedings and we also believe that this is only the very beginning.

Aekta Kapoor is the editor of Atelier, a monthly luxury lifestyle glossy published from New Delhi and distributed across 25 cities in India and Europe. She is also the editor of Atelier Diva, a monthly magazine for urban Indian women. Prior to her current role, she was part of the launch team of Marie Claire India.