At designer Ritu Beri’s Luxury League Symposium 2019, the panellists discussed what the term signified for each of them. By Chahak Mittal
When Brand India is about wellness, sustainability, luxury, craftsmanship why are Indians unable to leverage it soft power?” questioned fashion designer Ritu Beri and added, “Be it Basmati, coconut or haldi, where is the global branding of India-authentic treasures? Why can’t Indians stake claim to their glorious heritage?”
She explained that luxury wasn’t looked upon as a good term for several years. Initially when she started The Luxury League Symposium, four years ago, people didn’t understand what it meant. “However, today, with all the arts and culture involved, the concept of luxury has evolved. People are open to it. The Government’s policies now respect and regard arts and craft. I think there is a huge revolution and we are really evolving,” added Ritu.
Areas like fine dining, personal care, electronics, luxury travel and jewellery have seen increasing revenues and are expected to grow by 30 to 35 per cent over the next three years. Spending on luxury cars has also risen upto 18 to 20 per cent. Even the luxury beauty products market has witnessed a fast-paced growth.
Wellness and self-grooming
The first session was a masterclass on the all-inclusive correlation of fashion, beauty, wellness and grooming. Speaking at the session, panelist Chinar Studio, design director Chinar Farooqui, said that finding like-minded consumers wasn’t difficult for her luxury products. “People who responded were usually a set of artists, skilled craftspersons, designers and those who knew the value of arts and craft. Of course, it didn’t come as easily. It was extremely organic and gradual. We didn’t aim at numbers but the demand only grew with an increase in the number of people recognising that such products have a qualitative edge and are made to suit their preferences better,” said she.
For designer Rina Singh, comfort is the new luxury, especially when it comes to clothing. It is something that you cannot survive without. She explained further, “So luxury clothing should be meaningful and soulful. It is something that can be inspired by even your grandmother’s wardrobe, which has every kind of old jewellery and designs, even though the originals are not preferred today. That is luxury — a couture concept, deep rooted in the past and the very own rich Indian heritage of textiles.”
Most brand makers today realise that the consumers’ approach is that when they actually come across their own preferred and quality-like product, they are ready to splurge on it. Gaurav Jai Gupta, textile and fashion designer, talked about how a change in the outlook of design has transformed the definition of luxury. “Earlier, it was only about Western fashion in design schools. Today, it has become more about finding an Indianness to the designs and giving them an aesthetic touch. We just need to hear our own voice,” he said.
Well, for UK-based celebrity hairstylist Dar, luxury is “to look good everyday of your life. And this is very much evident when people fly to London for haircuts.”
Akcelina Cvijetic, England-based wellness expert, said that good health is the only luxury one should have. “When your outer world seems less chaotic, you live a luxurious and healthier lifestyle. Today, we have forgotten the art of what it means to be a human being. Stress and anxiety have become our greatest friends. Hence, I would like to point out that mindfulness is important rather than becoming manic,” she said and demonstrated it by saying one thing — ‘I have to do this work’ — in two different tones — one, hurriedly with anxiety and tension and two, in a slower pace with a bit more satisfaction and calmness in her voice. She showcased the difference between working with anxiety and working with a calm and peaceful mind which impact our level of productivity. Pointing towards morning hours, she said that they are a golden period for human beings and could be one of the greatest luxury anyone can afford.
Cultural tourism
At the second session, panellists discussed why are we as a nation presenting to the world through our cultural tourism, the charm of local communities, traditions, folklore, arts, spaces and our values.
Speaking at the session,Vijai Vardhan, additional chief secretary, Department of Tourism, Government of Haryana, pointed towards how tourism is yet another factor that determines the quality of luxury that we, as a country, can offer. “I was surprised to see a huge man-made pond in Kurukshetra, which is known as the Brahmasarovar — unknown and undiscovered. It is a huge area where many saints and sages from various parts of the country come and live. You will be surprised to know how these people, who do not come from the upper echeleons of society, reside there for days and months. They never live in any hotels or resorts, but prefer the ashrams where they prepare their own food and survive on their own,” he said and added that a few kilometres near Kurukshetra, there is also the Geeta Updesh Sthal, where Lord Krishna gave the sermon in Mahabharata. “Even that has never been promoted as a tourist destination. There is a light and music show that takes place at the sight, depicting an episode from the epic too,” said he as he pointed out a few other monuments and heritage sites in the state which have not yet been completely explored.
So now the challenge for the Haryana Government, Vardhan pointed out, was about how to promote such spots, making them a brand and opening for the people.
Lal Tyabji added that today, people no longer want to look at dead monuments, the walls of which are stained with people’s names or paan splotches. “They want to see the live country and that is where the tangity of arts and craft comes in. Encouraging them to look at such monuments is itself making them in the light of luxury. Tourism could be one thing that can make the Brand India big,” she said and added that luxury is no longer the preserve of the royals but have much more to it today, when even the usual public can have it.
Photo: Pankaj Kumar
