Cultural Misunderstandings Between India and Western Europe in the Luxury and Fashion Sector
This article explores the evolving dynamics between India and Western Europe—particularly France—in the luxury and fashion sectors. It investigates how cultural misunderstandings have shaped the ambitions, missteps, and potential of both Indian and French brands as they attempt to break into each other’s markets
A Dual Phenomenon: India–France in Luxury
Two powerful shifts are happening in parallel:
- India’s appetite for premium, luxury, and fashion brands is growing.
- Indian brands are eyeing France—particularly Paris, the capital of fashion and luxury—as a key frontier for global expansion.
India today is home to a confident, youthful population with growing purchasing power. Indian luxury consumers are no longer shy—they’re assertive, ambitious, and willing to invest in experiences and objects that match their aspirations. At the same time, homegrown Indian brands—some rooted in ancient craftsmanship, others in modern design—are attempting to translate their identity for a global audience.
For many of these brands, Paris is not just another city. It is the ultimate validation. A place where a label can go from “Indian” to “international.”
Modern Maharajas: A New Indian Consumer and Creator
India’s elite has changed. Once defined by heritage, today’s luxury consumer is defined by choice and individuality. Indian till recent decades ago have favored Armani western suits, today’s are likely to wear Sabyasachi, pair it with Cartier, and style it with confidence.
Indian brands have taken note. They are crafting narratives for these Modern Maharajas—consumers who are global in taste but deeply Indian in identity. These brands are not merely exporting products; they are exporting visions of contemporary India: dynamic, rooted, and forward-looking.
However, entering the French market is not as easy as it might seem.
Can Indian Brands Succeed in France?
The journey to France is filled with challenges—many of them cultural.
1. Absence of a Strong Diaspora: Unlike London, New York, or Dubai, Paris does not have a large or influential Indian diaspora. This matters. Diasporas often serve as the first market, support system, and cultural translator for new brands abroad. In Paris, that bridge is missing.
2. A Clash of Tempos: The French “art de vivre” values patience, detail, and craft. Young Indians, by contrast, are in a hurry—fast-moving, goal-oriented, and eager to prove themselves. This difference in pace often leads to frustration on both sides.
Would Leena Nair have become CEO of Chanel if the headquarters were based in Paris rather than London? It’s a question worth asking. French institutions remain slower to integrate foreign talent at leadership levels.
3. Limited Community Support: Even with thousands of Indian students in French universities, integration remains elusive. Rising unemployment, language barriers, and a cautious social fabric prevent the Indian community from building real influence. Without solidarity, the diaspora stagnates—and so do the brands hoping to lean on it.
Western Brands and Their Late Realization
While Indian brands are knocking on France’s door, French luxury brands are being forced—by circumstance more than strategy—to look toward India.
Not long ago, the idea of India as a serious luxury market seemed fanciful. China was the darling, and Western brands poured resources into understanding and adapting to the Chinese consumer.
But today, that script is flipping:
- China’s growth is slowing.
- Europe is dealing with inflation, war-related economic fallout, and recession.
- Trade negotiations between Europe and India are picking up.
- India is becoming impossible to ignore.
Mumbai now hosts more billionaires than most Asian cities. But the real story is not just the ultra-rich—it’s the millions of aspirational, middle-class Indians who see luxury as part of a new lifestyle. For brands, this is both an opportunity and a puzzle.
Communication Breakdown and Cultural Disconnects
At the heart of the problem is communication—more precisely, miscommunication.
Young Indians, shaped by global media, are digitally savvy and want immediacy(always in hurry). French consumers, and by extension French institutions, often prefer deliberation, tradition, and continuity.
Even when Indian brands do break through abroad, their success is often limited to diaspora communities. It’s unclear whether this is a correlation or simply because Indian-origin consumers are their primary buyers.
Paris, however, could be different. The city is home to some of the world’s leading business schools, fashion houses, and creative institutions. It is where storytelling meets execution. And if Indian brands can learn to speak the French “language of desire”—without losing their own voice—new possibilities could emerge.
India as a Market: A Return to Luxury Roots
Historically, India was a cornerstone of global luxury. Maharajas bought from Cartier, Louis Vuitton, and Van Cleef & Arpels. The subcontinent was not just a consumer but a cultural inspiration.
Today, the pendulum may be swinging back. But this time, the market is broader and more layered. It’s not just about palaces—it’s about Bengaluru tech founders, Delhi fashion influencers, and Chennai entrepreneurs.
And yet, most Western decision-makers remain out of sync. French executives and researchers often have limited knowledge of India’s cultural, political, and consumer landscape. Organizations like Bhartiya Paris are attempting to fill the gap, but systemic change takes time.
Cultural Identity in the Age of Globalization
For Indian brands entering France, authenticity can become a double-edged sword. Royalty, heritage, and spirituality may sound poetic to Indian ears—but they don’t always translate in Parisian showrooms.
A smarter approach may be: Look French, talk French, walk French—but be Indian in soul.Brands that master this balancing act—preserving identity while adapting tone—have the best chance of long-term success.
On the other hand, Western brands must unlearn outdated templates. India is not a monolith. There is no one Gen Z. There is no mass liberal urban consumer base like in the West. Messaging needs to be tailored, layered, and rooted in local realities.
Looking Ahead: A Future of Mutual Influence
To build a sustainable future, Indian and French brands must evolve—not just economically, but culturally.
- Indian brands must collaborate with French marketers, stylists, and retailers—not to “fit in,” but to “translate” their value authentically.
- French brands must go beyond clichés and invest in understanding the new India—confident, complex, and culturally assertive.
In the end, luxury is about emotion, identity, and belonging. If brands can learn to respect and reflect those values across borders, the next decade may not belong to one region—but to those who master the art of cultural storytelling.
Contributor
Anish Kumar Singh
Founder, Bhartiya Paris Club
