Abstract
India is an emerging country with a fast growth. The standard of living and the number of very rich people are increasing whereas the poverty line is decreasing. Indeed, the High Net Worth Individuals represented 19% of the Indian population in 2005. Moreover, an ambitious youth interested in brands is currently appearing thanks to the rise of individualism. Then, the system of cast is also getting less and less power. Hence, India is expected to be the fifth country in luxury consumption in 2025.
However, two main threats are present in the Indian market. There are still a lot of political regulations. High custom duties remain and a limitation of 51% ownership for a foreign company prevents firms from settling in India. Then, there are many languages and dialects. India is a very diverse country.
