Gant recently partnered with actor Shahid Kapoor for its first India-specific campaign,‘Button Up. Build Your Story’. Operating under Iconic Fashion and Samarth Lifestyle, which represents a portfolio of renowned global brands including DKNY, True Religion, and Antony Morato, Kapoor is the brand's first ambassador for the Indian market.
In our November issue, we caught up with Aarti Ahuja, chief marketing officer, Iconic Fashion India and Samarth Lifestyle, to discuss the recent collaboration, the evolving Indian luxury space, and more.
Speaking after Gant launched its first India-focused campaign with Kapoor, Ahuja explained that the company’s diverse brand portfolio demands sharply tailored storytelling - classic, craftsmanship-led narratives for heritage labels like DKNY, and high-energy, digital-first communication for celebrity-driven brands.
She noted that Indian consumers now define luxury through individuality and experience rather than logos or price. "Consumers want the brand to reflect that perceived notion of individuality and their lifestyle and not just their status. For consumers of today, it's not just about a particular price segment or a particular logo; it is all about how they connect with the brand, or rather, how the brand connects with them," she said.
To bridge the gap between long-time luxury consumers and first-time aspirants, Iconic Fashion relies on what Ahuja calls a 'layered communication strategy' that adapts its tone without altering a brand’s core identity. For established buyers, the focus stays on heritage, craftsmanship and exclusivity, while new aspirational shoppers are engaged through entry-level products, digital storytelling and influencer-driven content.
“Both these consumer segments are different from each other. The established luxury consumer is aware of the brand; one doesn’t have to educate them about it. For them, it's more about the depth and the authenticity. In the communication, the highlight should be the craftsmanship, legacy, and exclusivity - how will the brand make them feel exclusive? How is it bringing the brand legacy to their life?," she shared.
While offline retail remains the stronger channel for the fashion giant, online sales are rising, especially among younger consumers. Ahuja added that metros interpret luxury more subtly, whereas smaller cities view it more tangibly and aspirationally. Over the next few years, she expects Indian luxury consumers to seek more personalised, immersive experiences, with sustainability and authenticity becoming increasingly important.
"The Indian luxury consumer in the next three to five years would look for a more immersive and more personalised experience. There will be very nuanced consumption across cities. Sustainability, brand purpose, and meaningful storytelling with consumers will be ranked higher. Value and authenticity will start mattering more. Eventually, it’s the blend of aspiration, experience, and relevance to that particular consumer segment is how I think luxury will evolve," she concluded.
This chat first appeared in the November issue. Click here to buy the copy and unlock the whole conversation
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Aarti Ahuja
