Case study of a changing India

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Martin Moodie
Martin Moodie is the Founder & Chairman of The Moodie Report.

If ever a picture told a story of a country in change it is this one.

The scene is Bengaluru Airport near Bangalore, the new greenfield airport opened in late May. The facility, with its impressive emphasis on efficiency rather than glitz, is very much a new airport for a new India.

That new India – and its burgeoning consumerism – is reflected dramatically in the giant Louis Vuitton promotional trunk that has pride of place just outside the airport entrance.

‘Louis Vuitton Bangalore Now Open’ says the message on the luggage ‘tag’. All around, young and old alike gaze curiously at the iconic image – one symbolic of a luxury world barely imaginable to the vast proportion of India’s consumers a few years ago.

Now consumerism has this country in its grip and with both the middle class and the partiality for fashion and luxury growing by the day, names like Louis Vuitton are synonymous with aspiration.

This is brilliant marketing from Vuitton. The image is larger than life, slap bang in the middle of a public area and yet, for most, the real thing is still tantalisingly out of reach. Make no mistake – two worlds are converging in India and they’re doing it at a pace that not long ago seemed inconceivable.

[Pictured: Bangalore International Airport Limited Senior Manager – Travel Retail S Shriram, by the Louis Vuitton trunk]

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  • DEAR SHRIRAM,

    IT IS REALLY IMPRESSIVE OF THIS BLOG AND ESPECIALLY YOUR HAPPY POSTURE IN FRONT OF THE UNIQUE LUGGAGE SHOWS OF THE IMPRESSIVE BANAGALURU INTL AIRPORT AND I AM ALSO PROUD ONE AMONG OF US IS ASSOCIATED WITH PROJECT OF WORTH ITS SALT.

    MANY MORE LAURELS TO COME ACROSS FOR YOU AS WELL YOUR ORGANISATION IN SPITE OF LOT OF HURDLES THAT HAS COME OR MAY COME WITH THE TOTALLITY OF THIS PROJECT.

    THANKING YOU,

    REGARDS ,

    PARTHU.