Within the dynamic evolution of India’s image, a transformative opportunity beckons for brands to transcend traditional stereotypes and reshape global perceptions. Despite the success of India’s IT sector, prevalent notions still cling to the mystic and exotic, obscuring the view of India as a burgeoning, contemporary economic force with a highly skilled workforce. Building a nation’s brand requires excellence across industries, coupled with the cultivation of ‘warmth’ — the positive feelings and emotions a country evokes, distinct from the quality of its products.
In seizing this opportunity, it becomes imperative to leverage India’s unique strengths and convey a cohesive message that seamlessly integrates modernity with its vibrant cultural tapestry. As the Indian luxury market extends its global reach, homegrown brands face the essential task of narrating compelling brand stories, with the infusion of cultural elements emerging as a pivotal strategy.
This article delves into brands that adeptly weave multifaceted cultural narratives into Indian luxury, liberating themselves from clichés and accentuating the real Indian narratives to the local as well as global audience. In doing so, these brands strategically position themselves within the contemporary Indian domain, contributing to the ongoing evolution of India’s image on the global stage.
What Indian Brands must focus on
Unveiling the Diversity: Indian luxury is a vibrant blend of diverse cultures, traditions, and histories. Far from being a single entity, it unfolds as a kaleidoscope of experiences, with each region contributing its unique culture, language, history, architecture, designs and more. For brands in this space, it’s crucial to embark on a journey of exploration, uncovering hidden stories, places, and cultural nuances.
Authenticity Over Exoticism: When it comes to authenticity, we must recognize that past portrayals, often influenced by colonial perspectives, have shaped our understanding. However, a shift in perspective is needed — a look inward into our own culture, beyond colonial imprints. This involves delving into archives, documents, and unexplored narratives to reveal the true, diverse essence of India.
Redefining Luxury Aesthetics: In Indian luxury, bright colors and detailed patterns have their place, but now it’s time to go beyond the usual visuals. Modern Indian designers need to skillfully mix traditional elements with today’s contemporary styles, showing how India’s culture is relevant to todays time and age.
Breaking the Mold: Brands Rewriting Narratives Beyond Clichés
TORANI
Torani, the distinguished Indian brand, weaves mythology and cultural symbolism into its brand campaigns, drawing inspiration from the designer’s Sindhi heritage, Bollywood archives, and mythological tales. These narratives not only showcase the brand’s products but also resonate with the collective consciousness of a culturally diverse nation.
At the core of Torani’s identity is its logo, featuring the divine Airavata, a seven-trunked white elephant linked with Lord Indra, paying homage to timeless stories like the churning ocean for ‘amrut,’ infusing cultural significance into its brand.
Torani’s marketing campaigns delve into ancient epics like the Mahabharata or the Ramayana, with the recent “Mithyaa” campaign themed around the seven sins mentioned in Hindu texts. Another noteworthy campaign, “Rasiya,” elegantly explores the “art of seduction” inspired by the Kamasutra, fostering conversations while highlighting India’s cultural sophistication.
RAW MANGO
Raw Mango, under the visionary guidance of Sanjay Garg, skillfully incorporates cultural elements into its brand campaigns, documentaries, and events, creating a multi-dimensional brand experience.
The brand’s campaigns go beyond traditional fashion displays, as exemplified by the “Heer” collection. This campaign beautifully intertwines the timeless poetry of Punjabi folk songs with the rich textures of Banarasi weaves, capturing the essence of a region’s cultural tapestry.
Raw Mango’s documentaries offer a behind-the-scenes look into the lives of artisans, as seen in the documentary titled ‘Point Of Origin,’ documenting an active cluster in Dhanau, Barmer.
The brand also invests in creating an ecosystem by organizing immersive brand experiences in form of cultural events that serve as platforms to showcase traditional dance, music, and art forms, enriching the tapestry of Indian heritage.
GOOD EARTH
Guided by a contemporary perspective, the brand’s design philosophy masterfully interprets age-old crafts, emphasizing cultural elements such as the opulence of Mughal aesthetics, the essence of Tropical India, nature-inspired Indian aesthetics, and echoes of the Silk routes. This approach defines Good Earth’s unique aesthetic for modern Indian living.
The brand articulates the language of Indian luxury not only through its merchandise but also its immersive store experience, where visual storytelling takes precedence alongside the products.
Good Earth stores meticulously curate environments that echo diverse Indian cultural aesthetics. Guided by a visual merchandising (VM) approach emphasizing light and scent, each element, from product layering to natural materials, contributes to a sensory experience. For example, the deliberate absence of conventional window displays in the Mumbai flagship store challenges Western concepts, inviting customers to explore the brand’s essence as they step inside. The retail spaces feature intricate motifs inspired by Mughal gardens and vibrant colors reminiscent of Rajasthan, turning each store into a curator of spaces embodying the essence of Indian identity and charm, inviting customers on a sensory journey.
While the brand’s Instagram engagement provides a virtual window into its world, the true essence lies in the in-store ambiance that seamlessly connects customers to the simplicity and beauty of nature.
ROAD AHEAD
In this era of rapid change, where cultural identities face the risk of being diluted or commodified, Indian luxury brands act as torchbearers of authenticity.
The task at hand is not merely to showcase the past but to reinterpret and infuse cultural elements with a fresh perspective. By doing so, these brands contribute to the continuity of India’s diverse heritage, making it accessible and relatable to a new generation and global audience.
The significance of this dual role — preservation and evolution — cannot be overstated.
In essence, their responsibility transcends commerce; it is a commitment to preserving the soul of a nation and crafting a legacy that endures through time.
To craft a compelling cultural narrative, brands must invest in brand managers who serve as both marketing experts and cultural advocates. These individuals should possess a deep understanding of cultural tapestries, histories, and traditions to ensure authenticity in storytelling. Collaborating with local artists, historians, or cultural experts can provide invaluable insights, enriching the brand’s cultural narrative. Additionally, appointing cultural curators, experts in blending diverse elements, contributes to a unique and captivating brand story. This investment in cultural expertise bridges the gap between the past and present, creating narratives that are both relevant and deeply rooted in the community’s rich heritage.
