Source: The Business of Fashion
India's creator ecosystem now drives measurable purchasing power—a scale most Western luxury houses have yet to operationalize effectively—but the playbook differs from TikTok-native or Instagram-first markets where luxury has found easier footing. Luxury's traditional gatekeeping and exclusivity positioning collides directly with influencer marketing's democratizing mechanics. Brands face a choice: dilute positioning or remain marginal in a market where 80% of luxury discovery happens through social channels, not boutiques.