• Debalina Chattopadhyay

The growing list of high-net-worth individuals and a burgeoning young middle class puts India at the second fastest growing market behind China. New trends seem to be emerging here with digital marketing and the democratizing of luxury. Even the speed of transformations in consumers is considerably higher than expected by luxury brand owners. India’s love affair with luxury is not new. India is traditionally a rich country and thus in India luxury is not alien. The country is famous for its majestic and glorious period where sultans, nizams, nawabs and maharajas were having wealth and power to live unparalleled opulent and luxurious lives. The Indian luxury service market could be broadly broken down into categories: Fine dining (Hotels and restaurants), travel and tourism (Resorts), concierge service and spas. The conceptual paper is descriptive by nature and with the help of secondary data serves to examine insights into what drives this category of services, new trending as well as problems encountered. The objectives of this study include: firstly, to determine the drivers leading to growth of Indian luxury service market, secondly, to understand, examine and analyze the impact of digitalization on Indian luxury service market and thirdly, to determine the challenges faced by Indian luxury service market. This study has important implications for both marketers as well as researchers.

India, Luxury Services, Democratization of Luxury, Market, Digitalization

"Analysing The Personal Luxury Service Market in India: Progress and Road Blocks", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 3, page no.d532-d539, March-2024, Available :http://www.jetir.org/papers/JETIR2403366.pdf

"Analysing The Personal Luxury Service Market in India: Progress and Road Blocks", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 3, page no. ppd532-d539, March-2024, Available at : http://www.jetir.org/papers/JETIR2403366.pdf