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Bharat, A Luxe Story
Bharat, A Luxe Story is an authoritative, research-based anthology of essays exploring various facets of luxury from the perspectives of Sociology, Philosophy, Anthropology, History, Politics, and Economics, revolving around India, that is Bharat, to find a deeper meaning of luxe beyond the myopic ‘price tag’ and towards democratisation of luxury. It is the 10th book of Professor Mahul Brahma launched in the UK, commemorating two decades of his journey as a luxury commentator and columnist. It captures the centuries-old love affair between Bharat and global luxury brands. From Cartier’s Patiala Necklace with 234.5 carat De Beers diamond to custom-made Louis Vuittons and Rolls Royces, Bharat has been the epicentre of branded luxury. The book traces the evolution of luxury in Bharat with the passage of time and change of perspective of Indians, redefining the mythic value of luxury. It traces the passage of Bharat, all set to become USD 10-trillion economy, from the dazzling loud luxury to new-age revolution of quiet luxury.
71 pages, Kindle Edition
Published January 12, 2024
About the author
Mahul Brahma
16 books5 followersProfessor Mahul Brahma FCES, is a PhD, two times D.Litt, is a two-time Sahityakosh Samman winning author of 11 books. He is a luxury commentator, podcaster, columnist, academician, communication, and brand strategist with over two decades of industry and academic experience. He is a Visiting Research Fellow of Bath Business School, UK and Fellow of The Commercial Education Society of Australia (FCES). He is currently Dean and Professor of NSHM Media School in India. He is a former Professor and Dean and Director at Adamas University in India. He is a TEDx Speaker on the mythic value of luxury. Prof Brahma is an award-winning communications leader, specializing in strategic and crisis communications. He was head of CSR, chief communications officer and brand custodian of a Tata group company. He has held several leadership positions in English print media rising to the level of Editor in Chief. He is an alumnus of -- IIM Calcutta, St Xavier's College (Calcutta), Sri Satya Sai University, MICA (Ahmedabad), University of Calcutta, Bath Spa University, UK, and University of Cambridge - Judge Business School. He is a golfer with a single-digit handicap.
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Displaying 1 - 5 of 5 reviews
February 28, 2024
Book: Bharat,A Luxe Story
Author:Mahul Brahma
Format: Kindle
Rating: 4/5
Review:
The book is an Anthology.It is an essay format that covers various topics of luxury from different perspectives.The book talks about Indian Life and Culture and the society where we live in.India being known as the land of culture has its own pride in showcasing its original trends.
The main element of this book is it narrates the connection between the country and luxury.Also the trends in current year is discussed in the book. The author keeps the storyline engaging with relevant examples from our daily life.Like creating luxe aura are also explained very well and in contrary the author put lime light on how our market is falling apart when compared to China market.
It is a well researched book offering the readers thoughtful read.
Author:Mahul Brahma
Format: Kindle
Rating: 4/5
Review:
The book is an Anthology.It is an essay format that covers various topics of luxury from different perspectives.The book talks about Indian Life and Culture and the society where we live in.India being known as the land of culture has its own pride in showcasing its original trends.
The main element of this book is it narrates the connection between the country and luxury.Also the trends in current year is discussed in the book. The author keeps the storyline engaging with relevant examples from our daily life.Like creating luxe aura are also explained very well and in contrary the author put lime light on how our market is falling apart when compared to China market.
It is a well researched book offering the readers thoughtful read.
February 14, 2024
Full review on my blog:
https://blog.medhaapps.com/2024/02/bo...
In Bharat, A Luxe Story author Dr Mahul Brahma narrates the story of India in the Luxury products sector, as a compilation of essays recollecting the lectures the author delivered in the past. The author begins with how luxury was flaunted by the Rajas and Maharajas during the British rule of India, how luxury was mostly a means of satisfying the ego for these rulers.
In the next chapter, the author explains the various kinds of consumers of luxury — Flaunters, Connoisseurs, Aesthetes and Experientialists. The author further explains these four types of consumers and the kinds of products they bought and how they are categorized accordingly.
The next chapter is dedicated to the great aspiring middle class who are slowly becoming the main target consumers for the luxury brands in the recent years; the masses with limited means. In the fourth chapter, the author explains the concept of Quiet Luxury and how characteristics of quiet luxury contradict with the concepts of luxury itself. The author also puts forth communication methods for quiet luxury.
The sixth chapter explains aesthetic luxury and communication strategies for same. The rules for creating luxe aura are also explained and then the author examines what mistakes are pulling down the Asia Strategy contrasting between India and China as Luxury markets. What is the USP for luxury products, what attracts consumers to these luxury products and which approach do the brands use is explained.
Luxury cannot be discussed without examining how multi-million-dollar worth wedding industry thrives in India. The author also explains how brands should make the wait worthy for its consumers, especially when products garner stupendous demand but then they quickly go out of stock and the wait time builds up into weeks and months.
The concept of a luxury brand means what image it conjures up for its consumer just by the mere mention of the brand’s name. Controversary around luxury brands are a common phenomenon and the author recounts some of the most interesting and intriguing controversaries faced by luxury brands.
Luxury brand also means longevity and brand legacy and the author puts forth the steps that brands need to implement to take forward their legacy. The final chapters deal with the uncomfortable but important topics of counterfeit products and what makes a fake luxury more desirable and in demand. The author concludes the book by explaining how value of luxury can be calculated.
I read the earlier books of the author around the same topic of Luxury products — Quite Luxe and Aesthetic Leadership in Luxury . Interestingly this book has snippets and references from the earlier books so the initial chapters felt bit redundant and boring for me. However, once past the first few chapters the author brings in more concepts of luxury which will make the reader sit up and take notice.
Like the earlier works, this book is also well researched, and the author makes the topic easy for reader by explaining the concepts in lucid language with relatable examples. The author brings in a multitude of topics to Demystify luxury, as the book traces the evolution of luxury in India from its ancient roots to the modern era, highlighting the changing tastes and preferences of Indian consumers.
The book discusses the move away from loud luxury towards a more quiet and personalized approach, where experiences and craftsmanship hold greater value than ostentatious displays of wealth. The book also explores how luxury is becoming more accessible to a wider range of consumers in India, with the rise of contemporary brands and experiences catering to diverse tastes and budgets.
Overall, the book offers a thought-provoking and insightful look at the multifaceted world of luxury in India. It is a valuable resource for anyone interested in understanding the cultural and economic significance of luxury in our national context.
https://blog.medhaapps.com/2024/02/bo...
In Bharat, A Luxe Story author Dr Mahul Brahma narrates the story of India in the Luxury products sector, as a compilation of essays recollecting the lectures the author delivered in the past. The author begins with how luxury was flaunted by the Rajas and Maharajas during the British rule of India, how luxury was mostly a means of satisfying the ego for these rulers.
In the next chapter, the author explains the various kinds of consumers of luxury — Flaunters, Connoisseurs, Aesthetes and Experientialists. The author further explains these four types of consumers and the kinds of products they bought and how they are categorized accordingly.
The next chapter is dedicated to the great aspiring middle class who are slowly becoming the main target consumers for the luxury brands in the recent years; the masses with limited means. In the fourth chapter, the author explains the concept of Quiet Luxury and how characteristics of quiet luxury contradict with the concepts of luxury itself. The author also puts forth communication methods for quiet luxury.
The sixth chapter explains aesthetic luxury and communication strategies for same. The rules for creating luxe aura are also explained and then the author examines what mistakes are pulling down the Asia Strategy contrasting between India and China as Luxury markets. What is the USP for luxury products, what attracts consumers to these luxury products and which approach do the brands use is explained.
Luxury cannot be discussed without examining how multi-million-dollar worth wedding industry thrives in India. The author also explains how brands should make the wait worthy for its consumers, especially when products garner stupendous demand but then they quickly go out of stock and the wait time builds up into weeks and months.
The concept of a luxury brand means what image it conjures up for its consumer just by the mere mention of the brand’s name. Controversary around luxury brands are a common phenomenon and the author recounts some of the most interesting and intriguing controversaries faced by luxury brands.
Luxury brand also means longevity and brand legacy and the author puts forth the steps that brands need to implement to take forward their legacy. The final chapters deal with the uncomfortable but important topics of counterfeit products and what makes a fake luxury more desirable and in demand. The author concludes the book by explaining how value of luxury can be calculated.
I read the earlier books of the author around the same topic of Luxury products — Quite Luxe and Aesthetic Leadership in Luxury . Interestingly this book has snippets and references from the earlier books so the initial chapters felt bit redundant and boring for me. However, once past the first few chapters the author brings in more concepts of luxury which will make the reader sit up and take notice.
Like the earlier works, this book is also well researched, and the author makes the topic easy for reader by explaining the concepts in lucid language with relatable examples. The author brings in a multitude of topics to Demystify luxury, as the book traces the evolution of luxury in India from its ancient roots to the modern era, highlighting the changing tastes and preferences of Indian consumers.
The book discusses the move away from loud luxury towards a more quiet and personalized approach, where experiences and craftsmanship hold greater value than ostentatious displays of wealth. The book also explores how luxury is becoming more accessible to a wider range of consumers in India, with the rise of contemporary brands and experiences catering to diverse tastes and budgets.
Overall, the book offers a thought-provoking and insightful look at the multifaceted world of luxury in India. It is a valuable resource for anyone interested in understanding the cultural and economic significance of luxury in our national context.
February 17, 2024
Bharat: A Luxe story talks about the subtle art that quite luxury brands use to seduce customer and the art behind it.
It is a very informative read for anyone looking to study how quite luxe brands play their game, and looking to study brands: it provides informative details with real-life examples, while distinguishing between various types of consumers, their behaviours, how these luxury brands have a direct impact of the conscious choices of buying class.
It also talks about the prominent trends in 2024, and how brands can use it to their respective targeted audience, with relevant data.
Outside in approach and Inside out approach caught my attention along with chapter 15, which talks about the counterfeit market for first copy luxury brands.
The book elaborately talks about how global luxury brands can and should indianize their campaigns and strategies to gain more importance among customers to strengthen their market presence.
It is a very informative read for anyone looking to study how quite luxe brands play their game, and looking to study brands: it provides informative details with real-life examples, while distinguishing between various types of consumers, their behaviours, how these luxury brands have a direct impact of the conscious choices of buying class.
It also talks about the prominent trends in 2024, and how brands can use it to their respective targeted audience, with relevant data.
Outside in approach and Inside out approach caught my attention along with chapter 15, which talks about the counterfeit market for first copy luxury brands.
The book elaborately talks about how global luxury brands can and should indianize their campaigns and strategies to gain more importance among customers to strengthen their market presence.
February 23, 2024
"Bharat, A Luxe Story" by Dr. Mahul Brahma is an insightful anthology exploring luxury's diverse dimensions through Sociology, Philosophy, Anthropology, History, Politics, and Economics. Commemorating two decades in luxury commentary, author celebrates Bharat's enduring relationship with global luxury, from Cartier's Patiala Necklace to contemporary brands. The book traces Bharat's journey to a USD 10-trillion economy, evolving from 'loud luxury' to 'quiet luxury.' It redefines luxury's mythic value and advocates for its democratization. Author's expertise shines through, offering a comprehensive understanding of luxury's societal impact. A compelling read for those intrigued by India's complex relationship with opulence and sophistication.
March 8, 2024
Bharat, a luxe story, is a research-based anthology book. This narrative explores a range of luxury-related subjects, such as the production of luxury goods and the genesis of their consumers.
In creating a luxury good, the customer experience is the key element that generates loyalty. In addition to this, there are many things that need to be considered while creating a luxury product. Some of those are customization, brand promise, making the customers feel special, and especially understanding what the customer wants.
In the end, luxury is all a matter of creating the right identity by manipulating perception.
Luxury is explained with various examples as to how it was and is created, and it helps better understand why we need a luxury brand, why it is important, and the difference between quiet and loud luxury.
In creating a luxury good, the customer experience is the key element that generates loyalty. In addition to this, there are many things that need to be considered while creating a luxury product. Some of those are customization, brand promise, making the customers feel special, and especially understanding what the customer wants.
In the end, luxury is all a matter of creating the right identity by manipulating perception.
Luxury is explained with various examples as to how it was and is created, and it helps better understand why we need a luxury brand, why it is important, and the difference between quiet and loud luxury.
Displaying 1 - 5 of 5 reviews