The Role of Social Media in the Indian Luxury Market

Burberry’s 2010 event in Mumbai was largely underscored by a social campaign, using Facebook, Twitter and YouTube

Gautam Vazirani, contributor to BlackBook India, explains how luxury brands in India are using social media to understand and reach new affluents
In India, the social media space is still very nascent within the luxury industry. Diamondere, a new e-commerce website that sells solitaires to affluent women in India, has 10,000 fans on Facebook, over 35 per cent of which purchase from the brand’s online store.
“Social media has become a critical component of our selling process. Facebook fans monitor and evaluate our designs and products until they trust us enough to make a purchase. Although, 70 per cent of our fans are aspirational customers who don’t really fit our target age bracket, but it helps us build a large network of potential customers, who we can gradually convert,” says Varun Godha, Co-founder and CEO, Diamondere.
For Diamondere social media may be a means to build prospective customers, however, for some other brands it is a way to enhance customer service standards. Micheal Perschke, Managing Director, Audi India connects with his customers on Twitter in a bid to ensure that their after sales service concerns are taken care of.
Similarly, at the Taj Hotels Resorts & Palaces the internet marketing team regularly scans through online comments of customers and links their social profile with their CRM and loyalty database to address the service demands. Both the brands have personalised their social media use to ensure that they get best results.

“ Facebook is the most popular social website in India, with a user base that grew from 8 million in 2010 to 50 million in 2012 ”

India on the Internet

India has over 121 million Internet users growing at 40% per annum and Nielsen Informate adds that over 60 per cent of Internet usage is through mobile phones. The impact of such statistics on social media usage in the country is impressive. Vizisense, an online audience measurement firm, reveals that 60 per cent of the active Internet users in the country are present on social networks.
Facebook is the most popular social networking website in India, with a user base that grew from eight million in 2010 to 50 million in 2012. Twitter, LinkedIn, Orkut and Google+ boast of around 11 to 14 million Indian users each while YouTube receives over 30 million viewers from India each month. Other sites like Pinterest, Flickr, Tumblr and Foursquare are fast becoming popular.
Over 70 per cent of the social media users belong to Generation Y (18- 35 years), considered as one of the most important target groups for luxury brands in the country. This could translate into a goldmine of opportunities for brands, giving them access not only to the millions of actual and aspirational Indian consumers but also to our complex social and cultural attitudes, leading to rich market intelligence data in a very cost effective way.

“ Early social media adopters came from the top metros. Current growth is driven by Tier 2 and Tier 3 cities ”

However, further analysis of the Vizisense findings reveals that over 90 per cent of Indian social media users have an annual income of below Rs 1 million. Despite this scenario, safer estimates could still peg Indian affluent social media users at around 5-7 million or 8 per cent of the country’s current Internet user base. Interestingly, 60 per cent of social media users in the country are from non-metros, highlighting the reach of the network.
“While we have seen early adopters of social media platforms come from the top metros, current growth is driven by Tier 2 and Tier 3 cities of India,” says Meghana Bhat, Executive Creative Director, Webchutney, a highly rated digital marketing agency.
Noting her observations, Soumya Jain, Chief Editor, LuxuryFacts.com and Co-editor of The Luxury Market in India: Maharajas to Masses illustrates, “More than half of India’s population is under 35 years old and it is this affluent, well-travelled, young section of the society which consumes luxury."
“This section is also more online as compared to other age groups. Their lives are well encased in their Facebook profiles. If they could include their favourite luxury brands and services too then there would be nothing like it.” Such trends clearly underpin the growing influence and power of social media in India, and the need for creating relevant strategies, content and optimised formats for the medium.

“ Over 90% of Indian social media users have an annual income of below Rs 1 million ($19,000) ”

Insights from the Industry

Recently, L2’s Think Tank published a list of top 20 luxury brands in India using digital media, which included Westin Hotels, Tanishq jewellery, Burberry, Taj Hotels, L’Occitane and Kiehl’s among others.
While most international luxury brands operating in the country through their Indian partners, for example Canali, Jimmy Choo, Christian Dior and Ermenegildo Zegna, rely on their global social media campaigns, a few others try to keep a clean presence on Facebook and Twitter with updates that mostly revolve around celebrity pictures, season sales and new collection launch.
However, several brands are planning local strategies to acquire relevant followers by conceptualising influential content and integrating social media within the overall marketing mix. Sofitel, the French hospitality brand is using Facebook in India to build awareness.
“Sofitel Mumbai BKC is the brand’s flagship property in India. To drive this message we took advantage of the fastest growing marketing method today, and through Facebook we were able to reach out and let people know about Sofitel Mumbai BKC,” says Bernd Schneider, Area General Manager, Sofitel India.
On the other hand, Taj Hotels has an inward-looking approach to garner followers on social media. Various brands under the Taj Group have connected with audiences in the wider context of their lifestyle and interests. For example, Vivanta by Taj launched Divas of Rock in 2011, a new platform to enable young women rock artistes to promote their talent.
“The selection of the performing artists, promotion of the event, and subsequent engagement during and post the event was primarily driven through the social medium. The event was a road show format across cities and created new ripples of influence and relevance, getting existing customers and new prospects to experience a new facet of the brand,” explains Namrita Sehgal, Director of Internet Marketing at Taj Hotels Resorts & Palaces.

“ 60% of social media users in India are from non-metros, highlighting the reach of online networks ”

L’Occitane India recently went a step ahead in social media and developed a Facebook application with a contest to launch their new Angelica skincare range in India. “The Angelica application was hugely popular as our fan base grew by 150 per cent, taking us up to more than 1300 likes on Facebook. Average age of the user was 28 years, which was the target age for the campaign,” says Guillaume Geslin, Country Manager, L’Occitane India.
Specially developed applications are becoming the norm, slowly. Condé Nast India, launched their GQ BlackBerry application in July last year providing Indian men with luxury lifestyle information on-the-go. “It’s been one of our most successful apps; we have 230,000 downloads,” explains Oona Dhabhar, Marketing Director, Condé Nast India.
“While it is difficult to track the demographic profile of the audience we do know that it is similar to that of GQ.com. In the last two years, several brands like Mercedes-Benz, Chivas and Absolut have sponsored our app,” she adds, underscoring newer ways that luxury brands are using to reach out to their consumers.

“ By the year 2017, the current $4 billion Indian luxury industry is expected to add 29 million households as prospective customers ”

Looking to the Future

By the year 2017, the current US$4 billion Indian luxury industry is expected to add on 29 million households as prospective customers, each of them with an annual income of more than Rs 5 million or $ 100,000 per annum. The numbers underpin the fact that luxury trends are shifting from aristocracy to meritocracy.
Mass visibility platforms like social media can help luxury brands in India to increase awareness while maintaining limited distribution and premium pricing to keep up the perception of exclusivity. Consumers often mix exclusive and very high-end luxury products like automobiles and houses with more accessible luxury products like sunglasses, fragrances and cosmetics.

Similarly, to match steps with its consumers the luxury industry in India needs several layers of marketing tools, something that social media can offer.
This article has been adapted for Luxury Society after originally appearing in BlackBook magazine, India’s Luxury Insider.

India's 7 Most Expensive Houses

7. White House in the Sky

Vijay Mallya, the King of Good Times  is getting a new address at Kingfisher Towers-Residences at UB City in Bangalore. This mansion is one of the most expensive and luxurious places Vijay Mallya holds. This Penthouse has Wine Cellar, spa, gym , swimming pool.

6. JK House

JK House is Gautam Singhania’s Mansion, the billionaire family who owns the Raymond Group. This house is 30 storeyed located in Breach Candy, South Mumbai. This billionaire’s residence offers spectacular view of the sea and has all the luxury frills which include six levels of car parking facility, museum apart from the usual. This museum shows off Singhania and the art & artificats  collected over years. The museum starts from parking lot and spans two or three floors.

From the thirteen floors up, the residential quarters begin overlooking a stunning view of the sea. The ground floor is supposed to have a grand entrance lobby and the first and second floors already have a flagship Raymond store.

5. Anil Ambani’s Abode

It seems like Ambani brothers are in competition of displaying their wealth. Indian business magnet, Anil Ambani is constructing a house worth 5000 crore in Mumbai’s Pali Hill area, where he has already bought 1537 square meters of land and is hyped to be the most expensive home in India.

According to sources, Anil Ambani’s under construction home is supposed to be larger than Antilia, the dream home of Mukesh Ambani, which is the most expensive and notable house in the whole world till date. Although, Anil has got permission to raise the height of the building upto 66 meters, but he wishes to increase the height to at least 150 meters. The features are yet unknown, but it is expected to be something lavish and elegant.

He is all set to compete with his elder brother Mukesh Ambani's Antilia, worth 4500 crore. Right now, Anil Ambani is staying in a fabulous 17-storeyed Sea Wind building with his family at Cuffe Parade, one of the upright residential localities in South Mumbai.

4. Ratan Tata’s Bungalow

Ratan Tata, the chairman of Tata Group owns an elegant sea-facing house at Colaba, Mumbai. The mansion, yet unmanned is one among the 7 most expensive homes in India. The elegant new mansion of 13,500 square feet is of three-storied and is separated by seven levels along with an infinity pool at the top of the Mansion.

This luxurious mansion has all the facilities that usually a billionaire’s house has, including sun deck, car parking, media room, swimming pool, lounge and gym, among others.  One interesting fact about the mansion is that each floor includes two levels.  

The first level on each floor has the living areas, while the level two occupy the bedrooms. The first floor has a living area, a large sun deck that easily can hold around fifty people, two bedrooms and a study. The second floor of the mansion has three bedrooms, a living room and a library. The third floor has a media room, a bedroom and gymnasium. And, the basement of the mansion includes servants’ quarters and car parking space for 10-12 cars.

3. Mannat

Mannat is the palatial abode of Bollywood superstar Shahrukh Khan. The castle like bungalow is one among the best and beautiful bungalow in Mumbai. The personal home of King Khan is a sea facing architectural marvel. This lavish dream home of King Khan is a true reflection of his King Size Lifestyle and has outstanding interior decoration.

 The luxurious house Mannat is located at Bandra in Mumbai and has become an attractive tourist spot. Contemporary home decors are being widely adopted across its six floors that include a library, a private cinema, a few rooms that cater to ad shoots, a grand pool and a gym. Also, the luxurious bungalow has numerous bedrooms and vast living area. The cost of this expensive home is around 70-100 crore.

Besides, this spacious abode in Mumbai doesn’t stop him from being the proud owner of a Signature Villa on ‘The Palm Jumeirah’ worth 17.84 crore. This expensive house, he claims it as a gift for his endorsement of the ‘The Palm Jumeirah,’ the man-made Island.

2. NCPA Apartments

A flat in Nariman Point’s NCPA Apartments in Mumbai has also made through the list of seven most expensive homes in India. Sometimes a four bedroom flat fetched around 34 crore for 97,842 per square feet, when the market was booming. And sometimes, a four bedroom sea-facing flat with a super built up area of 3475 square feet sold at 29.50 crore, besides, the flat was sold by Ambuja Cements to RAAS Residence Mumbai. Although the price amount is not very huge compared to other big property deals, but the deal has some significance to it, as this deal was finalized at the time when real estate industry of India was at a stage to fizzle out.  

The NCPA Apartments at Nariman point is one among the most expensive in Mumbai, which offers an outstanding uninterrupted view of the sea. Other expensive residential localities in Mumbai include Cuffe Parade, Napeansea Road, Carmichael Road, Altamount Road, Worli and Bandra.

1) Antilia  

The famous 400,000 square foot residential building, Antilia needs no introduction, it is as iconic as its owner. Antilia belongs to Indian billionaire Mukesh Ambani, the chairman of Reliance Industries. The palatial abode is the personal home of Mukesh Ambani and signifies luxury which offers world-class amenities under one single umbrella.

 Distinctive features that distinguish this house from the others include health spa, parking space for 168 cars, multiple swimming pools, a yoga studio, nine elevators in the lobby and a floor with vehicle maintenance facility. For entertainment, Antilia offers some of the few interesting features. This mansion has ice-room with man-made flurries exclusively designed for Ambani kids, nine elevators in the lobby, one floor of hanging gardens, 2-storey recreation center, ballroom, guest suites and theater with 50 seats.

Antilia is designed by Perkins & will, a Chicago-based designer.  Each decoration of the house is unique and outstanding. The sun and the lotus-are two design patterns that are used throughout the mansion. Also, each floor in Antilia is exclusively designed according to Vastu Shastra, the hindu version of Feng Shui.

Although, Antilia is 27-floor high, yet some ceilings are of double heights, it looks closer to the size of a 40-floor building. It is located in Altamount Road in Mumbai. Altamount Road is the second expensive locality in India, where the property prices touch sky.

A Great Time For Luxury Watches

Do you think the speed, aggression and technique shown by Fernando Alonso and Felipe Massa with Ferrari cars mirrors your style? Want to compare notes with the Formula One drivers? You can if you sport a Hublot on your wrist. The Swiss luxury watch maker has arranged for its patrons to meet the Ferrari team at the Indian Grand Prix. “Hublots are often the fifth or even the sixth watch after people have bought more popular brands,” explains Ashok Goel, the brand’s sales consultant in India. “For such buyers, just owning the brand is not enough. The entire pre and post-owning experience counts.” Hublot’s efforts to ensure its Indian customers get what they want have borne rich dividends. In October 2011, as the official F1 watch maker, it launched a limited edition watch for the first Indian Grand Prix, which had the tricolour on the dial and strap and carried a price tag of $47,000 (Rs 23 lakh). All 200 pieces, including the 35 allotted to India, were snapped up, says Goel proudly. Hublot isn’t the only watch maker that goes out of its way to pamper its customers. Swiss watch maker Parmigiani, for instance, takes special guests, including watch owners from India, for rides in its bright orange hot air balloon in Gstaad, Switzerland. And Breitling is known for sending hand-made chocolates, monogrammed caps and similar little gifts even several weeks after the purchase. The Indian premium and luxury watch market is ticking furiously with activity. Some of the world’s best known brands are now available in the country — from Tissot, Dior and Omega to Patek Philippe, IWC, Raymond Weil and Rolex — and they’re all working overtime to attract customers and make their presence felt.
Whether it’s a brand like Rolex that established its India subsidiary in July 2008 after many years of retailing through appointed dealers; Raymond Weil and Omega opening stand-alone stores; Seiko and Rado expanding their distribution reach to smaller cities and towns; Hublot and Tag Heuer offering exclusive Indian editions; or brands like Longines and Ulysse-Nardin signing up local celebrities (Aishwarya Rai Bachchan and Yuvraj Singh, respectively), watch brands are willing to do whatever it takes to find a place on the wrists of well-heeled Indians.
It’s India time
You don’t have to look far for the reasons. While China’s luxury watch market is the world’s largest, India isn’t doing badly either. “The watches and jewellery segments represent the largest and fastest growing segments within the luxury goods space,” says Technopak’s luxury report for 2011-12. Valued at approximately Rs 1,000 crore, the premium and luxury watch market makes up nearly a third of the Rs 2,750 crore luxury products market. And it’s growing at over 20% y-o-y, which is much faster than the 10-15% of the Rs 4,200-crore watch market and is also more than the 15% at which the overall luxury market is growing. Some estimates suggest the Indian market for premium and luxury watches could double in just two or three years whereas, says Bain Capital, global average growth in the same period will be only around 18%. “Buying a Rs 25,000 watch was ment even five or seven years ago. Today, this is a price point where impulse purchase is quite common, especially at our airport stores and busy malls,” says Yashovardhan Saboo, owner of Ethos, a 38-store strong luxury watch retail chain. Saboo also manages the Omega boutique in Mumbai and a Rolex boutique in Bengaluru.
What’s driving the urge to splurge? The usual reasons: increasing incomes and aspirations, and awareness of international trends. And affluent Indians are spending not just on themselves; high-end timepieces are also popular as gifts. Whether it’s a present for the groom or a corporate gift, forking out Rs 1 lakh on a watch isn’t uncommon anymore. Companies like Reliance Industries, Asian Paints and several financial institutions routinely buy premium watches, from Tissot to Omega, as gifts for associates as well as for senior executives. “We get about 30-35% of our sales volume and value via corporate gifts,” says Rajiv Popley, director of Popley Group, a well-known Mumbai store. And the segment, at least in metros, is only growing bigger.

Reaching out
With so many eager customers it’s not surprising that watch brands are trying to get closer to their buyers. The first step is opening more stores and appointing retailers to increase points of sales. LVMH Watch and Jewellery India general manager Franck Dardenne, for instance, plans to open seven new Tag Heuer stores in the next two years to add to its current near-100; his company already has 16 outlets for group brand Dior and seven for Zenith. “India is a small market at present but it is showing growth,” he says. Dardenne’s competitor, Olivier Bernheim, president and CEO of the Raymond Weil watch brand, is also on a store opening spree. In July, he launched a stand-alone boutique in Kolkata and two in Mumbai (there’s one more coming up shortly) to add to the existing two in Chennai and Delhi. Then, in February, Japanese watch brand Seiko launched its Ananta Collection, which retails for prices from Rs 1-5 lakh a piece. Speaking at the launch, Seiko Watch India president Susumu Kawanishi said he was impressed with the growth potential of the luxury watch segment in India. “We have established a subsidiary in India to move ourselves closer to the Indian consumer.” Seiko’s plan is to expand its presence from the current 250 point-of-sales in 61 cities, to 300 over the next two years. It will also set up eight stand-alone stores (currently there’s one in Chennai).

“Despite the recent slowdown in the market, we are selling more watches"—Biren Vaidya, MD, Rose Group

Clearly, luxury watch brands have understood the importance of the tier 2 cities. “Indians are among the best-educated customers and even those in smaller towns want to buy luxury watches,” says Jean-claude Monachon, vice-president and head of product development for Omega. The Swiss brand has opened stores in places such as Ahmedabad and Visakhapatnam in the past couple of years, while Tag Heuer’s new stores will be in Ludhiana, Surat and other smaller cities. Similarly, Rado has been opening stores in Ahmedabad and Pune and recently opened a second store in Hyderabad; the plan is to expand from the current 65 outlets to 80 in the next couple of years. “South India is a very important market for Rado,” emphasised Matthias Breschan, CEO, Rado, at the store opening. Recently, the brand introduced its latest collection of jewel-encrusted watches in Odisha through a local jewellery store, Khimji Jewellers, which also sells other brands like Omega, Tissot and Longines. Proprietor Mitesh Khimji is confident of finding buyers for the watches, prices for which range from Rs 1 lakh to Rs 45 lakh. “Over the past few years there has been an increasing trend of buyers for high-end branded watches in the state,” he says. Time to grow
Of course, it’s not enough to merely open new stores. High-decibel launches, celebrity endorsements and events ensure that excitement and awareness levels of luxury watch brands remains constantly high. For instance, at the launch of its Sea Master Planet Ocean range, Omega brought in a team of Russian aqua dancers who performed for a star-studded audience that included brand ambassador Abhishek Bachchan. And a couple of months after Rado signed on Hrithik Roshan, it organised a screening of his latest movie Agneepath for a select audience comprising Delhi’s page 3 crowd.

“India is a small market at present but it is showing significant growth"—Franck Dardenne, GM (India), LVMH Watch and Jewellery

That’s in the metros. In smaller towns, companies mostly rely on conventional advertising to create brand awareness, which is why many of them have signed on Indian celebrities as brand ambassadors. Brands such as Tag Heuer (Shah Rukh Khan, Priyanka Chopra, Karun Chandhok), Longines (Aishwarya Rai Bachchan), Tissot (Deepika Padukone), Omega (Abhishek Bachchan), Ulysse-Nardin (Yuvraj Singh), Hublot (Harbhajan Singh), Rado (Hrithik Roshan, Lisa Ray) and Audemars Piguet (Sachin Tendulkar) have all been endorsed by Indians at various times in the past few years. “There are many in India who have the money but may not necessarily understand or be exposed to a luxury watch brand. These stars help bridge the gap and get brands the stamp of approval,” says Harminder Sahni, founder-MD of retail consultancy Wazir Advisors. And English print can only work so far. Dardenne says LVMH realises its potential customers also come from smaller Indian towns and they may not always read English lifestyle publications. Consequently, “We have started to advertise in more broadbased news and regional publications as well,” he says. LVMH brand Tag Heuer now advertises in publications such as those from Gujarat-based Chitralekha Group and Kerala’s Malayala Manorama. Rado, on the other hand, has associated with a  TV reality show Band, Baja, Bride aired on NDTV Good Times, as co-sponsor; in each episode, the bride is presented with a Rado watch.
It’s not just the communication that’s being tweaked for Indian customers. The product offerings and business models, too, are being rejigged. Consulting firm Technopak says international luxury watch brands have realised the need to customise their products to Indian traditions to boost sales. Customer preferences for materials and colours are being noted and followed: leather and metal bracelets more than rubber, ceramic or silicone; yellow and pink gold more than white gold and virtually no titanium or platinum.
Of course, Indians are notoriously price-sensitive and there’s no reason for them to change when it comes to luxury timepieces. So, watch makers go out of their way to make their offering more wallet-friendly in India. There’s a steep 30% duty on imported luxury watches in India, but most brands bear that cost rather than adding it to the sticker price — they are reworking retail margins, have exclusive offers and discounts to keep the price on par with Singapore and Dubai. “We do take a hit on profits, but if we want to grow in the Indian market this is what has to be done. Hopefully, the volumes will kick in future,” says Raymond Weil’s Bernheim. That’s where the distributors come in.
Lending a hand
Most watch brands recognise the fact that they can’t reach out all over India on their own. So they’re taking help from outside. Aiding them are watch retailers like Rose and Popeley in Mumbai who see value in diversifying from jewellery retail to luxury watches; specialised premium and luxury watch retail chains like Ethos and Prime that are expanding their networks to cover many Indian cities; as well as established watch distributors such as Johnson Watch Co and Kapoor Watches. Many of these retailers also serve as authorised service centres for international luxury watch brands, helping them to offer a better product experience to the Indian buyer. But really, their role is much like what Kimaya or Kitch perform for the luxury apparel industry — creating a shopping destination for luxury timepieces. At Rose Watch Bar, for instance, the décor screams luxury. Watches like Bvlgari, Cartier, Hublot, Franck Muller, Girard Perragaux and Jaeger Le-Coultre are suitably offset by a glittering black chandelier, red-accented interiors and multiple mirrors. And the stone tables are set upon carpets so thick that soft literally acquires a new dimension — a sink-in-and-stay-there depth. The address, too, is suitably posh — Mumbai’s Breach Candy. Customers can look over the latest collections as they sip Colombian coffee and browse books on horology and the world’s best watches. “Our idea is to sell not just a watch but an entire experience that creates aspiration and the pride of possession,” says Rose Group’s managing director Biren Vaidya, whose jewellery company opened this dedicated watch boutique in March 2011. He says it’s the first ever such concept store for watches anywhere in the world. And it is doing brisk business. “Despite the recent slowdown, we are selling more watches. There are new buyers in the market now — those who have made money trading in stocks, new business owners and professionals,” he adds.

“We get 30-35% of our sales volume and value via corporate gifts"—Rajiv Popley, Owner, Popley Group

Like the watch brands, retailers, too, are stepping out of the metros, replicating the shopping experience for wealthy customers in smaller cities. Ethos, for instance, is already present in cities like Aurangabad, Nagpur and Bhopal. The plan now is to add another eight or 10 stores every year. Similarly, Helios, the high-end watch store from Titan, retails over 50 watch brands in stores at Bhubaneshwar, Guwahati and Chandigarh, and will add 28 stores by end-FY13, taking the total to 65. For luxury brands, there’s a two-fold advantage in associating with retailers: not only do they get access to small-town customers without investing in the infrastructure, these stores also advertise fairly heavily in the local media, helping increase brand awareness. Some stores go even further in helping sell expensive watches. At Popley’s, for instance, customers can buy luxury watches in 15 instalments at no additional interest cost. This not only encourages purchases, it usually also raises the budget. “Once people figure out they can pay in EMIs, they tend to increase the value of their purchases,” says Popley. “They may have walked in to buy a Rs 25,000-30,000 watch, but often end up buying watches twice as costly.” Such buyers currently contribute 10-15% of Popley’s monthly sales. Ethos too has a similar scheme in place. Helping the retailers offer such deals are not only credit card companies but also financial services companies like Bajaj Finserve, which recently launched financing schemes for luxury watches. As Indian men and women indulge themselves, despite the current slowdown, it seems to be action time for luxury watch makers.

Indian Luxury Brands Go Beyond Borders

Janavi cashmere, stocked in Bergdorf Goodman, Saks Fifth Avenue & Brown’s

Sanjana Chauhan, founder of LuxuryNext, believes traditional craftsmanship & contemporary aesthetics are pushing Indian luxury brands into the international spotlight
We all talk about international luxury brands entering the Indian market and their strategies for the country. Interestingly, many Indian luxury brands have, in the past few years, slowly and steadily captured international markets with their superior product offering, innovation and creative marketing strategies.
Through the years, they have developed into strong brand names that are internationally recognised, for example Forest Essentials and Taj Hotels Resorts and Palaces. In 2008, Estée Lauder purchased a minority stake in Forest Essentials, reinforcing the coming of age of Indian luxury.
In the hospitality sector, Taj Hotels Resorts and Palaces has managed to move beyond the borders of the country the US, UK and South Africa, with over a century of distinctly Indian heritage.

“ It was a drive to create an Indian brand that could match European standards of quality and design ”

One might think that entering an international market with a new luxury brand is challenging. However, new markets provide an opportunity for brand transformation and supremacy. Pashma was created as a luxury brand that presented the finest textile art of India to a global market.
It created an identity that was Indian yet resonated a contemporary global lifestyle, transcending the exotic souvenir barrier that most Indian products are associated with. Above all, it was a drive to create an Indian brand that could match European standards of quality and design.
The brand was launched in 1999 at a tradeshow in Milan and, today, is available in 900 multi-brand stores worldwide, such as Bloomingdale’s, Lane Crawford, Le Bon Marché, Henri Bendel and La Rinascente. It also has 10 standalone stores in Singapore, San Francisco, New Delhi, Mumbai, Macau and Hong Kong.

Sanobar Box by Kama Ayurveda

Similarly, Janavi was launched to create a global image of the ‘Made in India’ tag, with consistent quality and innovation as the mantra. The brand has a strong word-of-mouth marketing strategy and is proud of its passionate customers.
But what makes a brand an international success? Is it the product, the heritage, the craftsmanship or a great marketing strategy? It’s a mix of multiple factors, which begins with identifying a niche segment and positioning a high-quality product that can be differentiated from the rest by its attributes and marketing strategy.
Skincare brand Kama Ayurveda started with a range of high quality ayurvedic products distributed to niche spas internationally, before opening a store in New Delhi’s Khan Market. The brand’s launch strategy of selective availability in high-end spas raised its image to a luxury platform.
Their European partner PureNatural conducts regular trainings and workshops for brand advisors explaining to them the benefits of the products and its differentiation from the rest in the skincare category.

“ Luxury brands emphasise symbolic value, which can either be functional or perceived ”

In 1998, with a desire to create exclusive timeless products, Jyotika Jalani married traditional Indian skills with modern sophistication to launch Janavi. She used nothing but the finest cashmere from the Himalayas and the best artisans to create a brand that could stand out in the international market. Today, Janavi has managed to turn cashmere from a mere shawl to an intrinsic part of the wardrobe.
Luxury brands emphasise symbolic value, which can either be functional or perceived. All luxury brands are usually created with a surrounding mythology. One has to create associations that are unique, memorable and desirable. After all, branding is emotional.
Kama Ayurveda used ancient ayurvedic principles and the purity of its products to build a symbolic value. Jewellery brand Ganjam, which was setup in 1889 as a jeweller to royal families in India, entered the international market in 2002.

Pashma store at Raffles Hotel Singapore

Their marketing strategy is based on this heritage story, as most other luxury brands, in addition to their superior quality and innovative designs. Ganjam also promotes the brand through the annual properties that it sponsors — such as the Ganjam Jaipur Polo trophy at the Guards Club, London — which also serve as a tool for customer relationship management.
Brands create a perception of exclusivity through limited geographic availability, unique craftsmanship, creative expression and product features limited to a specific region. The core strengths of international luxury brands lie in their handcrafting excellence, heritage and history.
Though Ganjam has a heritage and history, newer brands like Pashma and Janavi have used the unique craftsmanship of fine wool weaving — a centuries old tradition of India.

“ Brands like Pashma and Janavi have used centuries old Indian craftsmanship of fine wool weaving ”

Kama Ayurveda’s competitive advantage in international markets is being pure, natural and true to ayurveda. In addition, its packaging is international and contemporary and mentions all the ingredients of the product. The brand also has certifications that allows it to sell in European markets, which is a test of not just product quality but also all the ingredients that are used.
There is need for luxury brands to project consistency and continuity at every touch point. Pashma opened its third freestanding store in Singapore — after Changi Airport and Marina Bay Sands hotel — at the shopping arcade of the iconic Raffles Hotel. The brand also has a standalone store at The Venetian Macao Resort Hotel.
Through Jalani’s perseverance and creativity, Janavi has managed to enter some of the largest temples of luxury brands, namely Bergdorf Goodman, Saks Fifth Avenue and Brown’s. “From the very beginning, our aim was to take the ‘Made in India’ tag global and let it speak of consistent quality and innovation,” she says.

Embroidery detail, Janavi cashmere

Gurus claim that luxury brand marketing is the purest form of marketing as this is an industry where everything is driven by customer perception. It is a huge challenge for luxury brands to create an impact in a new market where customer perceptions are difficult to mould for a new brand.
Sometimes, like in the case of Kama Ayurveda, it is a matter of chance that a brand’s superior product is noticed by luxury promoters. In 2003, a team from Parfumerie Generale, Paris noticed the brand in India and started importing the range for their stores in France. The brand gradually grew, tying up with distributors around the world, and today is available in over 50 countries.

Diamonds are girl's best friends

A *diamond* (from the ancient Greek  ἀδάμας – "adámas", meaning "unbreakable," "proper," or "unalterable") is one of the best-known and most sought-after gemstones

. Diamonds have been known to mankind and used as decorative items since ancient times; some of the earliest references can be traced to India.
The hardness
 of diamond and its high dispersion
 of light
 – giving the diamond its characteristic "fire" – make it useful for industrial applications and desirable as jewelry
. Diamonds are such a highly traded commodity that multiple organizations have been created for grading and certifying them based on the "four Cs", which are"carat", "cut", "color", and "clarity". Other characteristics, such as presence or lack of fluorescence
, also affect the desirability and thus the value of a diamond used for jewelry.
Perhaps the most famous use of the diamond in jewelry is inengagement rings
, which became popular in the early to mid 20th century due to an advertising campaign by the De Beers company, though diamond rings have been used to symbolize engagements since at least the 15th century. The diamond's high value has also been the driving force behind dictators and revolutionary entities, especially in Africa, using slave and child labor to mine  blood diamonds  to fund conflicts.
    Diamonds in its various forms

  Doesn't your heart melt for the above pictures then see this one.

          Yes, its diamonds on shoes.
Awesome. My love for diamonds can never subside. Hope to be asked with one ;)

 

The Ascent of Luxury in India

The luxury market in India garners huge attention and is sometimes seen as a sign of India having "arrived". The talk is about the new-found spending power of the Indian consumer, Indian luxury brands and flashy consumption culture. On the other hand, periodically one hears about another luxury brand exiting the country or a global luxury CEO talking about how China is a much better market. The truth, as always, is somewhere in the middle. India is a huge potential market for luxury, yet players face serious growth challenges and companies make money with great effort. Yet, Indian luxury brands are no longer a myth. The luxury market has grown at 23 per cent since 2006. The luxury products market (apparel, watches, jewellery, spirits, electronics) has grown at 30 per cent, reaching a market size of $2 billion. The luxury assets market-cars, homes and yachts-has grown at 25 per cent, and has a market size of $2.8 billion. In the last year, 50 luxury outlets (product stores and car showrooms) have been added to the 200 that existed, a 25 per cent growth in footprint. The market, at 1 per cent of the global luxury market, is still small; the luxury products market in China is $12-13 billion and Europe is 40 per cent of the global market.
Key growth drivers are the 150,000-plus HNIs (high net worth individuals) with a net worth of $600 billion-3.1 million households earning more than Rs.10 lakh in the top 10 cities (Mumbai, Delhi/ncr, Bangalore, Kolkata, Pune, Chandigarh, Hyderabad, Ludhiana, Chennai and Ahmedabad), and a Gini coefficient of 39.9 per cent. Gini coefficient indicates whether income inequality within countries and rising income inequality within countries leads to a change in spending patterns, creating good business opportunities at opposite ends of the economic spectrum.

All is not well though. Import duties are high (20-150 per cent), foreign investment in luxury retail comes with strings attached-100 per cent FDI in both single and multi-brand retail requires 30 per cent of local sourcing, a clause which luxury players find difficult to comply with-and there just isn't enough quality retail real estate available. These issues have been known since the outset. Industry growth of 23 per cent, while good, is expected, given the small base. Many larger consumer industries do grow in mid-double digits. On the demand side, those who can afford it still suffer from a middle class mindset and those who do spend, don't spend enough. Price conscious Indian consumers prefer shopping overseas in the homes of luxury brands to get the best deals. The rich are also highly fragmented and not easy to reach. In addition to the traditionally wealthy who are habitual spenders and the professional elite who are careful spenders, there is a large segment of businessmen (entrepreneurs, owners of small and medium enterprises) who have the money, but lack the appreciation for fine luxury goods because of no prior exposure. This group will soon become the largest consumer segment for luxury. And they are not concentrated only in the metros. If one looks at the luxury car showrooms, (15 out of the 18 new showrooms in the last one year have been added in non-metros), one can see that there is a market waiting to be tapped beyond the metros.
Why do players still keep talking of India then, as the next luxury destination? They hope that as growth in the large markets saturates, the BRIC countries will be the next growth engines-not unlike what they would expect in most consumer categories. China has been a success story for most brands, where luxury entered in 1992 and grew at 27 per cent in its first 10 years. For example, Louis Vuitton has 35 stores in China against three in India. Also, the Indian buyer is still traditional in her preferences (as seen in jewellery and clothing), price conscious and less brand aware. Also, the market is younger (luxury re-entered India only five years ago) and China has none of the structural barriers (foreign investment and duties).
Deregulation has driven growth in several industries in India-insurance, retail, and telecom are notable examples. To get to the next level of growth, deregulation is imperative. Not just FDI and import duties, but land regulation that restricts availability of prime real estate are also a key barrier. At $1.5-$2 billion, latent demand in luxury products is equal to the current market size. Industry could grow at 35 per cent from the current 23 per cent if regulatory and real estate constraints are removed.

In the face of all of these challenges, a few business groups have emerged as consolidators of luxury brands. Out of the 40-plus luxury brands present in the country, Genesis Colors, Reliance Brands, Major Brands and DLF Brands have franchises, distribution agreements or joint ventures with almost 15-20 of them. Like most industries in India, learning from other markets is only partly useful. There is no substitute to staying invested based on a belief in the market fundamentals and ground innovation. Educating the consumer is key, customisation is imperative (sizes, designs, home delivery models) and sharp pricing a sine qua non. Reaching new consumers while retaining the loyalty of existing ones is critical and use of media, and creating opportunities for the consumer to experience the product are key factors for success. Creating a scale that allows overheads and fixed costs to be leveraged across a wider base till such time the market gains some depth is also crucial. By doing some of this, players report that they are making money at the store level, which means that the model is proven and now it is a question of adding growth capital to gain scale. The unique Indian economic model for luxury retail is something like this: Sales productivity at 60-80 Rs/sq ft/day, gross margins of 55-60 per cent, rental costs of 25-30 per cent and other costs 15-20 per cent, leaving a small profit at the store level. This also implies that companies would benefit from choosing smaller store formats and being careful about rent and overheads.
Finally, the question that every Indian asks-why are there no home grown luxury brands? India has traditional expertise in textiles, leather, personal care (Ayurveda) and jewellery. Indian fashion designers are truly coming into their own now. For instance, Ritu Kumar, Tarun Tahiliani and Sabyasachi are setting up stores abroad and expanding. Hidesign is an example of a premium leather brand, Forest Essentials is taking Ayurvedic recipes into high-end personal care and Amrut is an Indian single malt which has received rave reviews. In addition, the royal heritage of India provides the perfect platform for high-end luxury services-hospitality, fine dining, spas. Taj, Oberoi, ITC have all created a name for themselves internationally.
Thus, while the 'buzz' generated by this industry sometimes is disproportionate compared to the size of the market, it does indicate the aspirational value of the sector and a belief in the potential of the market, both of which are difficult to ignore.

Read more at: http://indiatoday.intoday.in/story/luxury-market-in-india-luxury-goods-products/1/228450.html

10 luxury essentials for the stylish traveler

True seasoned travelers are as at ease in the bush as they are at a chic coastal resort.
For those who don't want to compromise on their appearance while roaming the planet, here are 10 durable, stylish, functional items that look just as good in the mirror as they do being pulled out of backpack on a journey to anywhere.

1. Canada Goose Kensington Parka

If you can afford this jacket, you can probably afford a better bike too. The Canada Goose Kensington brand is known for its comfortable duck-down filled coats designed with harsh wintry weather in mind.
It’s fashionable too -- unusual for quilted and down-filled parka. One of the most popular styles is the thigh-length Kensington parka, pictured above, with its fleece-lined hood and slim silhouette.
The Canada Goose parka is one of the few jackets that is as appropriate for pulling a sledge in the Arctic as it is for going for a spin on the ice-rink or a shopping expedition. Since the brand has spawned a host of imitators, make sure you buy yours from an authorized retailer.
They’re pricey, but a life-long investment.
US$1,049 at www.canada-goose.com

 

2. Swarovski Optik binoculars

"I spy, through my really extravagant bis..." I first discovered these at Zarafa camp, one of the most luxurious tented camps in Botswana. They were a pretty powerful pair of binos, with a good grip and sturdy lens protectors. Added plus: they’re not crystal-encrusted.
Armed with the latest EL32 Swarovision model, I enjoyed crystal-clear close-ups of exotic birds in flight, elephants hiding in trees and hippos.
US$2,495 at www.swarovskioptik.com

 

3. Omega Seamaster Planet Ocean diving watch

It won't make you swim like Michael Phelps, but it could make your wrist look like his. A bit. This is a watch made with the alpha male in mind -- a man who likes diving into the murky depths of the Big Blue while looking sexy as hell.
It’s hardly a case of style over substance. It displays the date or chronograph and is made with a blend of materials such as grade-5 titanium, zirconium based alloy, ceramic and liquid metal (read: it’s magnificently durable underwater).
The watch comes with steel, rubber or leather straps, and is also available in a vibrant orange.
US$7,962 (orange and rubber strap version) at www.omegawatches.com

 

4. Globe-trotter Safari Trolley Case

Luggage is never going to be sexy. But this comes close. If you’re an old-school Africa hand, fond of sundowners, jeep safaris and luxury tents furnished with four-poster beds, you’ll love the vintage colonial look of the Globe-Trotter Safari Trolley Case.
Established in 1897 by an Englishman, the brand has quite a pedigree: both Queen Elizabeth II and the late Sir Winston Churchill have traveled with the distinguished luggage in tow.
Concierge company Quintessentially runs an exquisite online luxury gift shop featuring the cases. They can also organize your trip too.
US$1,366 at www.quintessentiallygifts.com

5. Travelteq travel towel

Never need to bury your wallet in the sand while you go swimming again.Dutch company Travelteq has come up with this clever towel which comes with compartments to stash your wallet, book, iPad or even swimwear.
It’s handmade with Irish linen, which is said to make it lighter, absorbent, fast drying, and by some miracle of design, sand-repellant.
US$125 at www.quintessentiallygifts.com

6. Crosskase Solar 15 backpack

Cute puppy not included. This Crosskase backpack can charge all of your essential devices  -- including your phone, camera, GPS and music devices -- while you’re on the go, via solar panels.
It’s as useful on planes and trains as it is on far-flung mountain tops and festivals and hard to top in terms of functionality.
US$222 at www.crosskase.com

7. The Bear Grylls Ultimate Knife

Surely Bears are dangerous enough without giving them blades. Everest climber and TV adventurer Bear Grylls has designed this survival knife as a multi-purpose, all-conditions tool.
It’s even got a fire starter and a whistle for emergencies. And if you still don’t think you’re prepared, you can attend his Bear Grylls Survival Academy -- where you can learn to use your knife properly.
US$62 at www.gerbergear.com.

8. Paolita Mandalay bikini

In this bikini, even concrete walls look comfortable. Paolita is the must-have luxury beachwear label this season.
London-based designer Anna Paola has worked with some top names in the fashion world including Alexander McQueen and Hussein Chalayan and her designs are bright, beautiful and glamorous.
US$206 at www.paolita.co.uk

 

9. Marlborough ladies' flask

Now all we need is a tweed hiking jacket and a cane. There’s no reason why a very functional bit of kit can’t have a dash of color and gorgeous craftsmanship.
A quintessentially English product, the Marlborough thermos is handmade and comes with a leather case that can be carried over your shoulder for maximum portability.
US$206 at www.marlboroughworld.com

10. Henri Lloyd Ocean King Waterproof Boot

Trench foot's worst enemy. A leader in sailing attire, Henri Lloyd is synonymous with the cool crew look across the globe and has some pretty prolific ambassadors, including Olympian Ben Ainslie.
The brand does a whole range of covetable waterproof gear, including these snug, comfortable boots with a solid grip that will protect sailors from the worst of the elements.
US$317 at www.henrilloyd.com

Last November, I was invited to go on my first cruise – an experience in luxury that I will never forget. If you’ve never been on a cruise, then imagine a Las Vegas resort hotel… on water. As a guest on the world’s largest cruise ship, Royal Caribbean’s Allure of the Seas, I was treated to what seemed like endless food, entertainment, and leisure time options. I also received a concentrated lesson in the art of hospitality and yes, a few insights about event planning. Here’s the way a cruise works. You pay in advance for your lodging and your basic food and entertainment. Alcoholic beverages and fancy coffee drinks like cappuccino are extra, as are the offerings from a variety of specialty restaurants and other food establishments, spas, casinos and off ship activities such as guided tours and excursions. It is possible to enjoy the experience at a variety of levels, with a great range in monetary output. In other words, if you grab at every colorful frozen drink that is offered to you as you’re lounging on the sundeck, you’re going to feel it when you sign for the final bill. I couldn’t help viewing my time on and off the ship through the lens of an event professional. Here are a few key observations that made a serious impression on me: 1) Choices – The level of choices on the ship was impressive. Meals were an especially option-filled time. From the bountiful buffet offerings at breakfast and lunch to the unlimited menu options at dinner time, we just plain pigged out. Multiple appetizers, main courses? Sure… Can’t make up your mind about dessert? Try a few… And did I mention the pizzeria on the main deck that was open about 18 hours a day? Slices on demand, at no extra cost. Um, that’s it. No great lesson here. Just unlimited food. I was in heaven. And the pizza thing kind of took it to a whole other level. Pizza on the deck resized The main deck of the Allure Of the Seas, featuring the awesome Sorrento’s pizza… 2) High Tech ID/Reservation Technology – The tracking system employed to keep over 5000 guests flowing effortlessly to our variously scheduled evening activities was seamlessly integrated with our Sea Passes (ID Cards – also used as room keys and for all on-board purchases). At each event our cards were scanned by handheld, wireless devices – the same system used to make sure that every single passenger reported back to the ship after spending the day on a shore-side excursion. Security, scheduling and onboard purchasing, all handled by one integrated system. Marvelous. If you want to have a successful event as well as a profitable aftermath, then you want to know who is attending and be able to easily follow up with your participants, or even market to them. In addition, a seamlessly integrated system of payment streamlines sales or donations and maximizes profitability. 3) Really Cool Digital Photo Technology – The minute you step on the ship, you are directed to have your picture taken. Your image is correlated with your personal information from your Sea Pass. From then on, your picture will be taken at least a dozen more times. Via sophisticated image recognition technology, each of these subsequent photos of you will be directed into your account. At the end of your onboard stay, you will have the opportunity to peruse the album of pictures documenting your trip and of course purchase your keepsake portraits. I just thought this was the coolest thing ever. Having never seen it before, I thought it was real sci-fi stuff. I have no idea how available this technology is, nor how expensive, but I can definitely see it being used at conferences or other large events such as trade shows, both as a way to sell photos, as well as a method of networking participants, by identifying and following up on the relationships they develop over the course of the proceedings. 4) Total Immersion in New Environments – With 18 decks, seven specially themed areas and numerous bars, eateries, lounges, pavilions, activity areas and cozy corners spread throughout the ship, guests have countless opportunities for entertainment and escape by completely immersing themselves in something new. Oh what the hell, it was just completely over the top. What can I tell you? It was like Disneyland at sea – on steroids. It was relentless. By day five I was like, really? More fun? More food? Uncle, Uncle I tell you!! Allure of the Seas onboard view resized Allure of the Seas – overlooking “Central Park” 5) High Production Values – Every evening we saw a different show. One night it was the Broadway hit, Chicago. Another night it was an ice show. The next night we heard a fantastic acapella group called Mosaic, then there was a comedy show, the aqua show (complete with high divers), and a not-too-great review of popular songs that all managed to sound like muzak, choreographed to something that looked like Avatar, with arbitrary, apparently obligatory trapeze work… OK, only one dog of a show amongst a week of winners – not bad. Overall, the combination of world class talent coupled with state-of-the-art technology made for some of incredibly enjoyable performances. Once again, variety was paramount, but even more important was the use of the best technological tools to enhance already good work. The lighting and sound were top notch, video was integrated seamlessly into several of the shows, and the aquatic theater was truly breathtaking. However, when the substance of the entertainment stumbled, the latest tech advances came across as empty gimmicks. Make sure your content matches the integrity of the tools you use to deliver it, or your entire presentation will fall flat and be rendered a dismal failure.

Last November, I was invited to go on my first cruise – an experience in luxury that I will never forget. If you’ve never been on a cruise, then imagine a Las Vegas resort hotel… on water. As a guest on the world’s largest cruise ship, Royal Caribbean’s Allure of the Seas, I was treated to what seemed like endless food, entertainment, and leisure time options. I also received a concentrated lesson in the art of hospitality and yes, a few insights about event planning.
Here’s the way a cruise works. You pay in advance for your lodging and your basic food and entertainment. Alcoholic beverages and fancy coffee drinks like cappuccino are extra, as are the offerings from a variety of specialty restaurants and other food establishments, spas, casinos and off ship activities such as guided tours and excursions. It is possible to enjoy the experience at a variety of levels, with a great range in monetary output. In other words, if you grab at every colorful frozen drink that is offered to you as you’re lounging on the sundeck, you’re going to feel it when you sign for the final bill.
I couldn’t help viewing my time on and off the ship through the lens of an event professional. Here are a few key observations that made a serious impression on me:
1) Choices – The level of choices on the ship was impressive. Meals were an especially option-filled time. From the bountiful buffet offerings at breakfast and lunch to the unlimited menu options at dinner time, we just plain pigged out. Multiple appetizers, main courses? Sure… Can’t make up your mind about dessert? Try a few… And did I mention the pizzeria on the main deck that was open about 18 hours a day? Slices on demand, at no extra cost.
Um, that’s it. No great lesson here. Just unlimited food. I was in heaven. And the pizza thing kind of took it to a whole other level.

The main deck of the Allure Of the Seas, featuring the awesome Sorrento’s pizza…

2) High Tech ID/Reservation Technology – The tracking system employed to keep over 5000 guests flowing effortlessly to our variously scheduled evening activities was seamlessly integrated with our Sea Passes (ID Cards – also used as room keys and for all on-board purchases). At each event our cards were scanned by handheld, wireless devices – the same system used to make sure that every single passenger reported back to the ship after spending the day on a shore-side excursion. Security, scheduling and onboard purchasing, all handled by one integrated system. Marvelous.
If you want to have a successful event as well as a profitable aftermath, then you want to know who is attending and be able to easily follow up with your participants, or even market to them. In addition, a seamlessly integrated system of payment streamlines sales or donations and maximizes profitability.
3) Really Cool Digital Photo Technology – The minute you step on the ship, you are directed to have your picture taken. Your image is correlated with your personal information from your Sea Pass. From then on, your picture will be taken at least a dozen more times. Via sophisticated image recognition technology, each of these subsequent photos of you will be directed into your account. At the end of your onboard stay, you will have the opportunity to peruse the album of pictures documenting your trip and of course purchase your keepsake portraits.
I just thought this was the coolest thing ever. Having never seen it before, I thought it was real sci-fi stuff. I have no idea how available this technology is, nor how expensive, but I can definitely see it being used at conferences or other large events such as trade shows, both as a way to sell photos, as well as a method of networking participants, by identifying and following up on the relationships they develop over the course of the proceedings.
4) Total Immersion in New Environments – With 18 decks, seven specially themed areas and numerous bars, eateries, lounges, pavilions, activity areas and cozy corners spread throughout the ship, guests have countless opportunities for entertainment and escape by completely immersing themselves in something new.
Oh what the hell, it was just completely over the top. What can I tell you? It was like Disneyland at sea – on steroids. It was relentless. By day five I was like, really? More fun? More food? Uncle, Uncle I tell you!!

Allure of the Seas – overlooking “Central Park”

5) High Production Values – Every evening we saw a different show. One night it was the Broadway hit, Chicago. Another night it was an ice show. The next night we heard a fantastic acapella group called Mosaic, then there was a comedy show, the aqua show (complete with high divers), and a not-too-great review of popular songs that all managed to sound like muzak, choreographed to something that looked like Avatar, with arbitrary, apparently obligatory trapeze work… OK, only one dog of a show amongst a week of winners – not bad. Overall, the combination of world class talent coupled with state-of-the-art technology made for some of incredibly enjoyable performances.
Once again, variety was paramount, but even more important was the use of the best technological tools to enhance already good work. The lighting and sound were top notch, video was integrated seamlessly into several of the shows, and the aquatic theater was truly breathtaking. However, when the substance of the entertainment stumbled, the latest tech advances came across as empty gimmicks. Make sure your content matches the integrity of the tools you use to deliver it, or your entire presentation will fall flat and be rendered a dismal failure.

Hide Passion

Leather is a durable and flexible material created by the tanning of animal rawhide
 and skin, often cattle hide. It can be produced through manufacturing processes ranging from cottage industry
to heavy industry.

        
        In general, leather is sold in four forms:
  * *Full-grain* leather refers to hides that have not been sanded, buffed, or snuffed (as opposed to top-grain or corrected leather) to remove imperfections (or natural marks) on the surface of the hide. The grain remains allowing the fiber strength and durability. The grain also has breathability, resulting in less moisture from prolonged contact. Rather than wearing out, it will develop apatina
 over time. High quality leather furniture and footwear are often made from full-grain leather. Full-grain leathers are typically available in two finish types: aniline
 and semi-aniline.
  * *Top-grain* leather (the most common type used in high-end leather products) is the second-highest quality. It has had the "split" layer separated away, making it thinner and more pliable than full-grain. Its surface has been sanded and a finish coat added to the surface which results in a colder, plastic feel with less breathability, and it will not develop a natural patina. It is typically less expensive and has greater resistance to stains than full-grain leather, so long as the finish remains unbroken.
  * *Corrected-grain* leather is any leather that has had an artificial grain applied to its surface. The hides used to create corrected leather do not meet the standards for use in creating vegetable-tanned or aniline leather. The imperfections are corrected or sanded off, and an artificial grain impressed into the surface and dressed with stain or dyes. Most corrected-grain leather is used to make pigmented leather as the solid pigment helps hide the corrections or imperfections. Corrected grain leathers can mainly be bought as two finish types: semi-aniline and pigmented.
  * *Split* leather is leather created from the fibrous part of the hide left once the top-grain of the rawhide
 has been separated from the hide. During the splitting operation, the top-grain and drop split are separated. The drop split can be further split (thickness allowing) into a middle split and a flesh split. In very thick hides, the middle split can be separated into multiple layers until the thickness prevents further splitting. Split leather then has an artificial layer applied to the surface of the split and is embossed with a leather grain (bycast leather)
. Splits are also used to createsuede
. The strongest suedes are usually made from grain splits (that have the grain completely removed) or from the flesh split that has been shaved to the correct thickness. Suede is "fuzzy" on both sides. Manufacturers use a variety of techniques to make suede from full-grain. A reversed suede is a grained leather that has been designed into the leather article with the grain facing away from the visible surface. It is not considered to be a true form of suede.[2]
Less-common leathers include:
  * *Buckskin
* or *brained leather
* is a tanning process that uses animal brains or other fatty materials to alter the leather. The resulting supple, suede-like hide is usually smoked heavily to prevent it from rotting.
  * *Patent leather
* is leather that has been given a high-gloss finish. The original process was developed in Newark, New Jersey
, by inventor Seth Boyden
 in 1818. Patent leather usually has aplastic
 coating.
  * *Fish Leather* : leather popular for its motifs and its pigmentation. Mainly used for making shoes and bags, the fish skin is tanned like other animal skins.[3]
 The species used include salmon, perch, sturgeon, etc.
  * *Salmon
* : farmed in Iceland
 and Norway
, salmon skin has fine scales. Its strength and elegant look make it the most popular fish leather.
  * *Perch
* : coming from Nile
, its skin is recognizable with its large, round and soft scales.
  * *Wolffish
* : its skin is smooth because without scales. We recognize it thanks to its dark spots, and the 'stripes' which are due to the friction of marine rocks.
  * *Cod
* : its skin has finer scales than salmon, but its texture is more varied, sometimes smooth and sometimes rough.
  * *Sturgeon
* : fish well known for its eggs (caviar
), which make it rare. Its leather is thus quite expensive.
  * *Eel
* : fish without scales, its skin has a shiny appearance.
  * *Tilapia
* : its leather is less resistant than salmon and perch but is still exotic. It comes mainly from Africa
 (Nile
).
  * *Shagreen
* is also known as *stingray skin/leather*. Applications used in furniture production date as far back as the art deco
period. The word "shagreen" originates from France
. It's known as the most difficult leather to work due to dished scales of the animal, and it is one of the most expensive leathers.
  * *Shark
* : its skin is covered of small, close-set tubercles, making it very tough. The handbags made of shark skin used to be in vogue but this keen interest has since fallen as the costs of production and of the leather itself are very high. Moreover, this skin is more difficult to work.
  * *Vachetta leather* is used in the trimmings of luggage
 andhandbags
. The leather is left untreated and is therefore susceptible to water and stains. Sunlight will cause the natural leather to darken in shade, called a patina
.
  * *Slink* is leather made from the skin of unborn calves. It is particularly soft and is valued for use in making gloves.
  * *Deerskin* is a tough leather, possibly due to the animal's adaptations to its thorny and thicket-filled habitats.["citation needed
"]Deerskin has been used by many societies, including indigenous Americans
. Most modern deerskin is no longer procured from the wild, with deer farms breeding the animals specifically for the purpose of their skins. Large quantities are still tanned from wild deer hides in historic tanning towns such as Gloversville
 andJohnstown
 in upstate New York
. Deerskin is used in jackets andovercoats
, martial arts equipment such as kendo
 and bogu
, as well as personal accessories such as handbags and wallets.
  * *Nubuck
* is top-grain cattle hide leather that has been sanded or buffed on the grain side, or outside, to give a slight nap of short protein fibers, producing a velvet-like surface.
There are two other types of leather commonly used in specialty products, such as briefcases, wallets, and luggage:
  * *Belting leather* is a full-grain leather that was originally used in driving pulley
 belts and other machinery. It is found on the surface of briefcases, portfolios, and wallets, and can be identified by its thick, firm feel and smooth finish. Belting leather is generally a heavy-weight of full-grain, vegetable-tanned leather.
  * *Napa leather
* is chrome-tanned and is soft and supple. It is commonly found in wallets, toiletry kits, and other personal leather goods.
The following are not "true" leathers, but are synthetic materials that contain some leather fiber. Depending on jurisdiction, they may still be labeled as "Genuine Leather", even though the consumer generally can only see the plastic outer layer of the material and can't actually see any of the leather content:
  * "Reconstituted leather", is composed of up to 90% leather fibers (often scrap from leather tanneries or leather workshops) bonded together with a plastic
 or latex
 binders to create a look and feel similar to that of leather at a fraction of the cost. The resulting material is not as durable as real leather and is recommended for use only if the product will be used infrequently.
  *Bonded leather
used for upholstery is a plastic
 (generally vinyl or polyurethane) material that contains about 17% leather fiber in its backing material. The plastic is stamped to give it a leather-like texture. Bonded leather upholstery is as durable as other plastic materials and its manufacturing process is more environmentally-friendly than leather production.
  Bycast leather is a split leather with a layer of polyurethane
applied to the surface and then embossed. Bycast was originally made for the shoe industry and recently was adopted by the furniture industry. The original formula created by Bayer
 was strong but expensive. The result is a plastic material that is slightly stiffer but cheaper than top-grain leather but has a much more consistent texture. Because its surface is completely covered in plastic, is easier to clean and maintain.

Silk Smitten

           Silk is synonymous with luxury with opulence. A silk saree is everything you want to have. Its sumptuous prints, vibrant color and luxurious fall seduces like no other garment can . It's just right for all women who deserve luxury and carry it with grace.

       
The classic peacock blue sari with a temple border, and other such 'archaic' Kanjeevarams, are now largely found only with the vanishing breed of small-time silk merchants who still make house visits, bearing bundles of silk. Dancer-actress Vyjanthimala was one of those who patronized these merchants, and there are a few among the young now who still value them. I read about this in a newspaper . Like the US-based bride who sent in an e-mail request to Kanchipuram's Dhinakaran Silk House, asking them to recreate a wedding sari exactly like the one her grandmother wore 70 years ago. Her order was meticulously executed, for a modest Rs 8,000.
As the Indian silk saree is made up of pure silk so it is worldwide famous for its glamor and aesthetic beauty. For the incomparable variety and lustrous beauty Indian silk saree has been renowned world through and now it has become a very special dress with the various designers’ collection. As the Indian women prefers bright colors with the floral design but to target the world audience now fashion expertise has come up with tall varieties ranging from the bright and low sober color so that one can look dazzling and elegant as well.
Varieties of Indian Silk saree is of following types:
The silk saree has a vast varieties ranging from different design and style. Some of the most popular saree are banarasi, kanchipuram, bandhni, thanchoi, patolapaithani and many other as well are quite famous.
Banarasi Saree - The Banarasi silk saree blend is the most popular among all an it is also quite expensive. As the Banarasi saree has charming and wonderful cloth so usually they are wear on some special occasion like marriage or some other occasion as well. There are also varieties in the banarasi saree blend and some of them are the kora, the katari, the sattir, and the Georgette saree. Here are various design of floral,motif , linen, and some are inspired by the nature. All are incredible with different design and fashion expertise has presented with numerous style to offer some extra charm through.
Silk Bandhni Saree -These popular saree are from the Gujarat and from the Rajastan. As of cultural importance in the region these saree dazzled with the vibrant colors. These saree are made by the traditional style of tie and dye so is known as Bandhej.

Luxury Living

There have been many interesting things happening in the last couple of weeks… Manish Arora, the only Indian designer who is spoken about by the West, has now tied up with AMR Infrastructure to design suites and penthouses of the upcoming luxury residential venture by the company. This is for the first time that an Indian designer designing an entire range of luxury living space… but then Arora has several first to his credit — London Fashion Week, Paris Fashion Week, first and the only Indian designer to be a member of the Chambre Syndical de la Couture, designed for Reebok, Nestle, Mac, Swatch, Nivea and many other international brands… it will be interesting to see the Manish Arora touch on luxury living…
Over to the last week now… to the Aamby Valley India Bridal Fashion Week…
At the recently concluded third edition of the Aamby Valley City India Bridal Fashion Week 2012, one thing was evident… the organisers have upped the scale at which the event was held. Collections appeared in the company of elegant settings and the seating and runway too were unique…
Trends emerged out of the Week:
Backdrop: In elegant gold and ivory, tall pillars and entry points, made in three layers for all shows except for the opening and closing. Opening by Tarun Tahiliani had the entire venue converted in a fairy tale forest while closing by JJ Valaya made it look like an architectural marvel with several performers doing their acts seated atop on all sides.
Runway/Seating: a rectangular runway with seating in the middle and also in the aisles making the total number of seating 560. This worked well for popular designers with all guest getting a chance to sit and watch the show while the not-so-popular had to face more of seats and not the guests staring at their collections. But then, their early time slots could also be the reason for this.
Silhouettes: Came in all forms… while some chose to stick to their traditional wear, like Pallavi Jaikishen with her beautifully embroidered Indian wear or Vikram Phadnis’ range of bridals, or Ashima-Leena’s range of beautifully coordinated Indianwear, the rest chose to mix traditional wear with some fusion or cocktail outfits like Tarun Tahiliani in his opening show and JJ Valaya at his closing… Narendra Kumar at his debut attempt at the bridal (well, not quite bridal, but some surely for peripheral functions), Jyotsna Tiwari with her play of reds with embroidery, Anjali and Arjun with a very attractive treatment of surfaces with crystals and embroidery, Meera-Muzzaffar’s rather clean and straight looks that stood out on the runway, Shantanu-Nikhil and some of Mandira Wirk’s pretty western looks… and of course by Shane & Falguni Peacock…
Target clientele: It seemed there was something for everyone on the runway going by the names of designers who presented their collection on the runway… while bigger and senior names obviously will be the sure choice of large-scale weddings, there were also some whom others with relatively smaller budgets could hope to lay their hands on.
What worked: For sure the impressive backdrops, lavish settings including the innovative runway and seating, impressive lineup of participants, lavish lounges serving the best…
What didn’t work: Poor floor management with guests being allowed to walk on the runway even when the shows were on; most ‘brides’ walked as if they were attending a funeral with no smiles and with stern faces during most shows (they should have been briefed to look pleasant).