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The Cult Of The Luxury Brand by Radha Chadha

The Cult Of The Luxury Brand – Inside India’s Love Affair With Luxury, by Radha Chadha and Paul Husband is the first book to explore how and why an amazing “luxeplosion” is rocking Asia, sweeping up not just the glitzy upper crust, but secretaries toting their Burberry bags, junior executives sporting Rolex watches, and university students in Ferragamo shoes.

The book explains the paradox of simultaneously pumping up your product‟s status while pumping it out to the masses and offers a tried-and-tested approach to creating an explosive following for your brand. It outlines a powerful model that explains the spread of luxury in developed markets such as Japan and Hong Kong, while predicting the future course for emerging markets such as China and India.

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