Myles is a new car rental service for Gen Yers in India, who don't typically spend much time behind the wheel. The company has high hopes for its model as a way to decrease congestion and lessen dangerous levels of air pollution in cities across the country.

Swedish carmaker Volvo has long been associated with reliability, safety and durability – it was even responsible for the invention of the seat belt. But the brand is now turning its attention to the luxury market in India, where it hopes to release a series of high-end models.

Cars have always been a status symbol; their numbers can reflect the wealth of a population. As India’s middle classes have grown, the rate of car ownership has been increasing. But growing wealth is coupled with growing pollution – Delhi’s air pollution is now the worst on earth.

The Indian luxury industry has long been driven by those from affluent households in the country’s metropolises. But times are changing; the market is now being shaped by millionaire Gen Yers from smaller towns, and this shift is redefining what luxury means to the everyday Indian consumer.