This book discusses about what is luxury, what are luxury brands and how luxury retail has assumed so much significance in the world and the Indian luxury market. The Luxury Market in India: Maharajas to Masses is expected to be worth $7,956 million in 2020 and is projected to grow annually by 10.6% CAGR between 2020-2023. The concept of luxury has been changing dramatically across time and culture. These days, people have become richer, and luxury is a blurred genre that is no longer the preserve of the elite. More and more consumers have increased their financial status as the old values of tradition and nobility have become less important. People have a higher disposable income than earlier generations, resulting in a tendency towards fulfilling personal needs and aspirations through experience. Therefore, it could be said that luxury is more about the experience than about financial value. This book will be useful to companies in the luxury brand sector and also to those companies who plan to enter the Indian luxury market in the coming future. It will help them to understand the factors which motivate an Indian customer to purchase a luxury brand and enable the managers to devise appropriate marketing strategies to target these customers. It will also be useful to management students to understand how the principles of marketing can be applied to a luxury brands. Contents - 1: Introduction to Luxury Retail 2: History and Evolution of Luxury in India 3: Indian Luxury Market 4: Strategies Used by Luxury Brands in India 5: Trends in Luxury Market 6: Indian Retail Industry 7: Challenges and Opportunities for the Indian Luxury Market 8: Motivation for Luxury Purchase 9: Consumer Behaviour towards Luxury Brands 10: HNIs and Closet Consumers 11: Categories of HNI Consumers 12: Orientation of Consumers towards Luxury Brands 13: Categories of Luxury Goods and Different Values in Luxury Consumption 14: Sales of Luxury Brands in Recession 15: Emerging Markets for Luxury Brands 16: Global Luxury Market References About the Author: Dr. Srinivasan R. Iyengar is an Associate Professor in the area of Strategy and Marketing at JBIMS, University of Mumbai having more than 20 years of experience in corporate, teaching, and research. He is also approved Ph.D. guide in the area of Management at University of Mumbai. He authored the book on Strategic Retail Management, Cases in Retail Management and Mall Management. He has published many articles, research papers, cases studies in national and international journals, magazines, and newspapers of repute. His recent case study has been published with Ivey Publication. He is consulted by many organisations in the area of Strategic Marketing and Retail Strategies. He can be reached at rsrini@jbims.edu Dr. Sandeep Bhanot is an Associate Professor at SIES College of Management Studies, Nerul, Navi Mumbai. He is an Electronics Engineer from Mumbai University and a Management Graduate from Mumbai University. He has done his Ph.D. in Management from Mumbai University under the guidance of Dr. R. Srinivasan on the topic