Why Prada – and other luxury brands – keep getting India wrong

The article discusses how luxury brands like Prada struggle to connect with the Indian market. A recent controversy involving Prada highlights the challenges these brands face in understanding and catering to the diverse cultural and socioeconomic landscape of India. The article suggests that luxury brands often overlook the nuances of the Indian market, relying on assumptions and stereotypes rather than conducting in-depth research. This has led to missteps, such as Prada's recent release of a collection that was perceived as insensitive to Indian cultural and religious symbols. The article emphasizes the importance of these brands adapting their strategies to the unique preferences and sensibilities of the Indian consumer. It suggests that successful engagement with the Indian market requires a deeper understanding of local customs, trends, and purchasing power, as well as a willingness to collaborate with local partners and tailor their offerings accordingly. Overall, the article highlights the need for luxury brands to approach the Indian market with greater cultural awareness and sensitivity in order to build meaningful connections with Indian consumers.