The global luxury sector has long revolved around a Eurocentric narrative, dominated by maisons—brands that masterfully blend storytelling, craftsmanship, and exclusivity. Yet, even as India remains a timeless wellspring of luxury—be it through its exquisite textiles, intricate jewellery, imperial architecture, or living artisanal traditions—it has lacked a globally resonant luxury identity of its own.
The recent example of Prada’s Summer 2026 menswear collection showcasing Kolhapuri flats, without giving India the credit for the shape and style, has been bringing some pride to Indians, but mostly, dissatisfaction. Similarly, Louis Vuitton’s latest Summer 2026 collection for men not only employed Indian architect Bijoy Jain for a superlative set, but also took inspiration from The Darjeeling Limited (Hollywood movie based in India) for its collection.
India, and its products, have a strong character and story. What remains is telling it the right way. This essay explores how India can reframe its luxury proposition by embracing its heritage, sustainability ethos, and deeply human approach to craftsmanship. The ambition is not to mimic the West, but to define an Indian-rooted equivalent of the maison—one that is authentic, scalable, and future-facing.
Legacy and sustainability: India’s forgotten leadership in slow luxury
Long before terms like “sustainable,” “ethical,” or “artisanal” became buzzwords in the West, they were quietly embedded in the fabric of Indian luxury. Historically, India was a key node in the global luxury trade—exporting Bengal muslin, Banarasi silk, Pashmina shawls from Kashmir, temple jewellery from Tamil Nadu, and the famed attars of Kannauj. Royal courts across Europe, the Middle East, and Asia were active patrons of Indian artisans.
An Indian-rooted terminology—perhaps Shilp Griha (House of Craftsmanship), Ratnaalaya (Abode of Precious Creations), or Kalaadhishthana (Sanctuary of the Arts)—could offer both semantic clarity and cultural resonance.
Unlike the mechanized production processes that eventually came to define Western luxury, India’s luxury economy was decentralized, community-driven, and organically sustainable. Every handcrafted object—be it a Chikankari kurta, a Bidriware vase, or a sandalwood-infused perfume—carried the imprimatur of heritage and human touch. This “slow luxury” ethos remains one of India’s greatest assets in a world now seeking deeper authenticity and conscious consumption.
Beyond the brand: Why Indian luxury needs its own maison model
The term maison in the French luxury lexicon evokes more than a brand—it signifies lineage, mastery, and a sanctuary of excellence. India, despite its deep reserves of artistic genius, has yet to institutionalize its creative legacies in a similar fashion. Most homegrown luxury players remain individual-driven “brands” rather than enduring “houses.”
This distinction has constrained the perception of Indian luxury on the global stage. While Western maisons like Hermès or Bottega Veneta are built on design consistency, in-house craftsmanship, and strong storytelling, Indian brands often lack the symbolic framework to convey their depth. An Indian-rooted terminology—perhaps Shilp Griha (House of Craftsmanship), Ratnaalaya (Abode of Precious Creations), or Kalaadhishthana (Sanctuary of the Arts)—could offer both semantic clarity and cultural resonance. Such terminology would not only elevate Indian labels but also challenge the hegemony of Western formats by presenting a differentiated luxury worldview.
Natural dyes, organic textiles like khadi and silk, and biodegradable raw materials such as cotton and jute have always been central to [India’s] artisanal production.
Consider how brands like Good Earth have championed this shift—blending design, sustainability, and heritage to create a uniquely Indian lifestyle maison. Similarly, Sabyasachi has gone beyond couture to build a house that evokes an entire world: from bridalwear to high jewellery to collaborations with international names like H&M, Christian Louboutin and Bergdorf Goodman.
Craftsmanship as strategy: India’s natural edge in sustainable luxury
As global luxury pivots towards sustainability, India finds itself uniquely positioned—not as a late adopter, but as an original innovator. Indian craftsmanship is inherently eco-sensitive. Natural dyes, organic textiles like khadi and silk, and biodegradable raw materials such as cotton and jute have always been central to artisanal production.
What distinguishes Indian luxury is not just the use of natural materials but the holistic ecosystem that sustains them. From multigenerational looms in Varanasi to gemstone cutters in Jaipur and woodcarvers in Saharanpur, these craft clusters represent a living economy of skill, heritage, and ethical labor. Brands such as Forest Essentials have leveraged Ayurveda and traditional knowledge to build a luxury skincare portfolio that is both globally appealing and culturally rooted.
Crucially, India also excels at cultural sustainability—preserving dying art forms and reviving forgotten practices. Be it Pichwai paintings, Nakashi leatherwork, or the intricate artistry of minakari, Indian artisans offer not just products but provenance-rich stories. The rise of Amrapali Jewels, for example, underscores how heritage jewellery can be repositioned for a discerning global clientele while empowering traditional craftspeople.
The growing popularity of boutique palace stays, craft trails through Rajasthan, and Ayurvedic retreats in Kerala reflect a growing appetite for immersive, high-context luxury experiences.
Indian Luxury is not just worn — it is lived
India’s luxury narrative cannot be confined to fashion. Its true promise lies in a holistic, lifestyle-oriented ecosystem. In jewellery and watches, brands like Jaipur Watch Company and Bangalore Watch Company are paving the way for homegrown horology rooted in Indian narratives. In interiors and decor, Mughal-inspired architecture, handwoven rugs, and artisanal furnishings offer unmatched cultural capital. Even India’s wellness traditions—yoga, Ayurveda, meditation—have the potential to be rebranded as premium lifestyle experiences.
Luxury hospitality has already proven this potential. Taj Hotels exemplifies how Indian service, architecture, and cultural immersion can be combined to deliver world-class luxury with unmistakable Indian character. The growing popularity of boutique palace stays, craft trails through Rajasthan, and Ayurvedic retreats in Kerala reflect a growing appetite for immersive, high-context luxury experiences.
From brand to house: A strategic roadmap for India’s luxury sector
For Indian luxury to claim its rightful place on the global stage, it must move from fragmented brilliance to structured scale. This requires a deliberate strategy that includes:
– Establishing Luxury Houses: Elevate brands into institutions akin to European maisons.
– Heirloom-Quality Offerings: Focus on limited editions, bespoke pieces, and timeless value rather than seasonal churn.
– Artisan-Centric Narratives: Position master craftsmen as creative leads, akin to couturiers or watchmakers.
– Provenance and Storytelling: Build powerful narratives around history, geography, and philosophy.
– Global Indian Targeting: Tap into NRIs, diaspora consumers, luxury tourists, and the growing HNI segment in India.
Several Indian brands are already embodying this model. Jaipur Watch Company has created India’s first coin-based watches, while Bangalore Watch Company blends aviation and cricket themes with Swiss movements. These examples show that with the right blend of tradition, storytelling, and modern execution, Indian luxury can scale meaningfully.
Conclusion: India’s moment in luxury has arrived
India no longer needs to be content as a supplier to global luxury brands. Neither just as a market for international goods. The time is ripe for India to emerge as a luxury originator—an ecosystem that produces, curates, and owns its own narrative. By reclaiming its historical leadership in craftsmanship and sustainability, by institutionalizing its talent into heritage-led houses, and by embracing a culturally attuned identity, Indian luxury can stand shoulder-to-shoulder with the world’s greatest maisons—on its own terms.
What lies ahead is not just a new chapter for Indian luxury, but a new language—one that speaks from its roots and reaches across the world.
