Paurav Shukla – a globally renowned expert in the field of Marketing, Branding and Luxury …

Synthetic diamonds are forever too, or are they!

  Lab-made, synthetic diamonds are becoming increasingly similar in quality, cut, and clarity to natural ones. Technological advances has resulted in their growing use and acceptance in industry – but cracking the luxury consumer market is the final frontier. This is in large part to do with the the way consumers place value [Read Story]

They are not all same (Part 2): Differences in Asian Luxury Consumption

  In the part 1, I discussed how many luxury brands are failing across Asia as they treat Asian consumers as a homogeneous group and how it led my co-authors and I to examine this phenomenon in-depth. Using the value perceptions framework and theory of impression management, we discovered some very interesting differences [Read Story]

They are not all same (Part 1): how Asian consumers differ in their luxury consumption – case of India

  While luxury in Asia is booming with the rise of new money and an affluent consumption class the picture is not rosy for all the luxury brands emerging within or outside of Asia. Some stellar examples of struggle involve Prada and Mulberry in China, Aigner and de Grisogono in India and Ermenegildo [Read Story]

Beyond Bling: Comparing Conspicuous Consumption in Today’s Society

Funded by British Academy, I led project with Professor Keyoor Purani at IIMK. The project looks at the influence of economic conditions on contemporary conspicuous consumption tendencies among consumers in the UK and India. The project findings demonstrate the variations between the British and Indian consumers showing how socio-economic market conditions influence conspicuous consumption.

Invite: Status Consumption: A Journey Through Time & Cultures

  Inaugural Professorial Lecture entitled 'Status Consumption: A Journey Through Time & Cultures' Thursday 3 April 2014 6pm at GCU London campus at 40 Fashion Street, London, E1 6PX Overview of Professorial Lecture The modern pursuit of personal identity and style through consumption is now widely recognised and is actively encouraged by marketers. In fact, consuming for status [Read Story]

Wooing Indian luxury alcohol brand consumers

This may come as a surprise to many readers of my website as to why am I focusing on luxury alcohol consumers and that too for India. Well, recently Euromonitor International published a very interesting report on luxury alcohol market for BRICS economics. The report shows that for luxury alcohol industry, three BRIC countries will [Read Story]

Event Invitation: Beyond Bling: The role of conspicuous consumption in today’s society

Beyond Bling: The role of conspicuous consumption in today’s society 6th November 2012, 3pm – 5pm Clarence Room, Hilton Metropole, Brighton - BN1 2FU Recently, I won funding from Economic and Social Research Council (ESRC) of the UK to arrange an event under the auspices of Festival of Social Science 2012. So, you are warmly [Read Story]

What is your Chinese New Year luxury strategy?

“The US is luxury’s largest market. Japan still remains a large luxury market in terms of absolute size. However, China is the true star of the region” – Claudia D’Arpizio (Bain & Co. Analyst)   China: the luxury market for present and future While the high-end luxury goods market is stagnant or decelerating for many [Read Story]

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