Is India becoming the land of luxury?

Last week, I came across a news article that stopped me in my tracks.  Apparently, the world's fastest car – the Bugatti Veyron 16.4 Grand Sport, for the uninitiated – is all set to hit Indian roads on October 28th. While I appreciate the need for speed in the dynamic economy that is India, what really took me aback was the price tag – an eye-watering `120 million (i.e. approximately US$2.7 million). (That one can probably count on one hand the number of Indian roads where an owner will actually be able to test the car to its potential is a different matter and one that I will leave for another time.) 

The chosen date for the Bugatti India launch – October 28th – is an auspicious day.  No, I have not checked my crystal ball. Neither have I consulted an astrologer.  However, I am sure Mukesh Ambani and his family have.  It just so happens that October 28th is also the day that the elder Ambani and his family are having a house-warming party to celebrate their new, US$1 billion residence in Mumbai.  While the family is being as under-stated as you can be about a 27-floor house for a family of six, ‘Antilia’ (the mansion) is understandably attracting much attention.

So, are India’s rich simply getting richer and leaving their brethren behind?  Apparently not.

 

1. India has the fastest-growing population of millionaires in the world, according to Forbes.
2. India's wealth has tripled to US$3.5 trillion in the last decade, according to Credit Suisse. Their analysis highlights that by 2015, India's wealth could double to around $6.4 trillion. The report notes that, contrary to popular belief, India's wealth distribution is skewed towards the lower end of the wealth pyramid.
3. Wealth held by individuals in India is said to be growing at a 26 per cent compounded rate, more than four times the global average.

The implications for the luxury market are obvious in terms of potential, though not so obvious in terms of strategy.  In fact, study after study has shown that in order to succeed in India, luxury brands need to localise their marketing strategies. 

This begets the question, is Indian wealth becoming typified by the motto ‘if you’ve got it, flaunt it’?  Not necessarily. 

Technology czar Shiv Nadar has committed to put aside well over 10% of his wealth for philanthropic ventures. Soap-to-software magnate Azim Premji has recently announced that he will personally be setting up a US$1 billion education endowment fund.  Ratan Tata has announced a US$ 50 million donation to Harvard Business School, while Anand Mahindra has announced US$10 million to the same alma mater.

Yes, wealth is coming out of the Indian closet.  Is this unique to India? No.  According to a recent study by the Asian Development Bank, by 2030, Asia’s consumers will spend US$32 trillion, accounting for 43% of global consumption.

Perhaps M/s Bugatti’s parent, Volkswagen, hopes to realise its literal translation - ‘the people’s car’ - in the world’s most populous continent.

If you would like to understand more about how to increase the growth for your organisation by deepening its engagement with India, do write in at ratika.jain@whiteowladvisory.com.

Why cherry picking is no longer seasonal in India

Much of what I am reading in headlines these days – on India and, indeed, the global economy –  reminds me of the opening lines of ‘A Tale of Two Cities’ – “It was the best of times, it was the worst of times…”. Why do I say this?

1)  The Indian Stock Market – Often considered a bellwether of the economy, I came across two different articles (thankfully, in different publications) on the same day this week.  One referred to a leading fund manager’s prognosis that the benchmark Bombay Stock Exchange Sensex will cross the 30,000-point level (currently hovering around 18,000) in the next 3-5 years.  The other publication informed me that one out of every six Sensex stocks is at its lifetime high.   Furthermore, the Sensex is about 3,000 points, or close to 14%, shy of its historical peak.  It went on to predict that a correction in Indian stock markets is imminent.

2) Telecom – Gartner, the technology research agency, says that mobile connections in India will grow by 27.3 percent in 2010.  Yet, India’s largest private telecom companies – Bharti Airtel and Reliance Communications – have gone on record to aver that ‘virtual’ consolidation is underway in the country’s crowded telecoms market. According to them, new entrants are scaling down their rollout plans and shying away from reducing tariffs further. 

3)  Automotive – The Wall Street Journal tells me that the Indian automotive boom is getting ‘bubbly’ with approximately 33% of respondents in a recent KPMG survey of auto executives predicting that India would be struggling with overcapacity in the auto sector within the next five years.  At the same time, auto executives and analysts agree that if the prices and products are right, India will have no trouble boosting passenger car and commercial vehicle sales. The KPMG survey also revealed that 40% of respondents expect sales to climb to more than four million by 2014, compared to 2.5 million at the end of March 2010.

4)  Retail – For the 4th time in five years, India has been ranked as the most attractive nation for retail investment among 30 emerging markets by the US-based global management consulting firm, A T Kearney in its 8th annual Global Retail Development Index (GRDI) 2009.  India's retail market is expected to be worth about US$410 billion in 2010, with 5 per cent of sales through organised retail. Retail should continue to grow rapidly—up to US$ 535 billion in 2013, with 10 per cent coming from organised retail. Yet, according to another study earlier this year, over 6.57 million sq ft of mall space is lying vacant across eight major cities in India.

Is one analysis right and the other wrong?  Not necessarily. 

While headlines are clearly becoming heady, what is obvious is that growth is no longer ubiquitous in India.  According to the wisdom of the crowds embodied in IBM’s 2010 Global CEO study, corporate leaders believe that a rapid escalation of complexity is the biggest challenge confronting them.   They expect it to continue and, in fact, accelerate in the coming years.  As Goethe, the German thinker, eloquently expounded 200 years ago: ’Everything is simpler than you think and yet more complex  than you imagine’.