In rural India, most of the population is still overwhelmingly poor. But for young Indian urbanites, the ‘poverty line’ means something else entirely. This latest generation of status-obsessed consumers splashes out on luxury products with little regard for their bank balances.

India’s love affair with western fashion began with savvy product placement in Bollywood movies in the ‘90s. But as tastes move beyond Bollywood, Indian actresses become more famous and fashion blogs become more popular, India’s fashion scene is becoming more prominent on both the big and little screen.

Paris, London, New York, Hong Kong – people often associate the world’s largest and most popular metropoles with luxury brands, glamour and lavish spending. But in India, a rising number of discerning consumers from smaller cities are splashing out on luxury online.

Gen Y will account for 45% of the luxury market by 2025. But with this cohort perceiving the term ‘luxury’ to be not much more than a marketing tool, their values are in contrast to the traditional high-end consumer. They aren't just after prestige – they want authenticity and immersive experiences.