AgenciesEnthused by the juicy momentum of opportunity, access and affluence, the IndiaLust economy - which revolves around consumer desires, emotional needs, and experiential products and services - is taking off in full swing. Indians are (re)discovering their own country with imaginative sincerity and growing comfort, for boosting business and accelerating indulgences. As a logical consequence, brands are now increasingly focusing on building scalable high-end experiences, whether via digital-aided innovation or chartbusting disruption.
For far too long, Indians were not aspirational, at least in their own country. Liberalisation in the '90s was the first step towards a change. Those who lived in the cities set their sights on foreign shores. Their peers in villages sought urban refuge. Of late, however, Indians are consciously digging deeper into India, paying a premium for differentiated authenticity when delivered on a foundation of universal standardisation. To put it in simpler terms, localisation with globalised standards. And companies are responding:
IHCL plans to open 700 hotels by 2030, up from the present 350. A key thrust is non-urban India, with Tree of Life, Gateway and Ginger leading the portfolio.
Marriott aims to expand to 50,000 rooms in the next 5 years, up from the current 25,000 in 42 cities. A thoughtful blend of Series by Marriott and The Fern Hotels & Resorts infusion is driving value leadership.
Oyo Rooms with 1,25,000 rooms in over 300 cities is inspiring regional spinoffs.
Regional luxury chains like Mayfair Hotels & Resorts and Swosti Hotels & Resorts, both from Odisha, are curating their thoughtful IndiaLust luxury blend.
The trinity of Vande Bharat trains (144), UDAN (150-plus operational airports) and expressways (6,000-plus km) is playing its part as a convenient adhesive.
The recent collaboration between Upper Case - a premium, India-focused travel wear brand - and Akasa Airways, which targets tier-2 and -3 cities, is yet another example of the outside-in approach. Both brands offer high-quality, accessible products tailored to Indian preferences, built on global standards. While Akasa is expanding its footprint in Varanasi, Jodhpur, Lucknow and Bhubaneswar, Upper Case is deepening its omnichannel distribution model.
Single-origin coffees from Araku, Chikmagalur and Wayanad are finding favour with discerning palates. Meanwhile, kombucha is embracing its Indian side, flaunting regional flavours like Gor Keri, Koshimbir, Naga Pepper, Rice & Pandan, Tulsi & Lemon, and even Rasam.
India's single malt whisky industry is maturing fast, with brands like Godawan and Indri earning global acclaim. Rapid ageing in local climatic conditions is producing bold, flavourful expressions that stand out on the world stage. Gin is enjoying its mini renaissance by leveraging our rich spice and herb heritage through brands like Jaisalmer and Hapusa Himalayan Dry Gin.
Mission Millets, spearheaded by ITC, is helping stressed Indians to reclaim their core digestive identity in collaboration with other traditional allies.
Tresind Studio in Dubai, led by chef Himanshu Saini, has become the first Indian restaurant to earn a Michelin 3-star rating. Its 'outside-in' menu celebrates Indian culinary heritage through refined, legacy-driven pairings.
As travellers explore deeper into India, global best practices - especially around hygiene and service standards - must be thoughtfully integrated. Destinations like Puri and Ayodhya are being energised by improved infrastructure, including luxury hotels and world-class airport connectivity. Even the Kumbh Mela saw a touch of indulgence, with luxury tented accommodations adding comfort to devotion.
For categories like whisky, gin, tea and food, globally recognisable packaging is key. Think products worthy of a duty-free shelf. Brands like Forest Essentials, Kama Ayurveda and Pure Earth may draw on ethnic formulations, but they succeed because they're presented with universal elegance - just like Prada's 'reimagined' Kolhapuri chappal.
Hoteliers like IHCL and ITC Hotels must reimagine how to leverage their powerful F&B brands. Iconic in-hotel restaurants like Golden Dragon and Dum Pukht, while synonymous with premiumisation, still have limited reach - even when showcased in luxury properties across smaller cities.
There's growing opportunity in turning regional cuisines like Saoji (Vidarbha) or Moplah (Malabar) into marquee national experiences through fresh, scalable brands. The rise of dining names like Dada Boudi Biryani and Shanghai-Flavours of China from tier-2 West Bengal - poised to outshine their Kolkata-based counterparts - reflects a fast-emerging national trend.
Propelled by a confident D2C ecosystem and backed by robust logistics - Amazon now reaches 99% of India's PIN codes - India's GI-tagged treasures can finally find nationwide audiences. From Warangal's Chapata Chilli and Thovalai's Manikka Malai garlands, to Bareilly's cane-and-bamboo craft and the legendary Kumbakonam paan, every local gem has a shot at national stardom. The key lies in world-class packaging - not just in boxes but in the broader experiential sense.
Published in 1946, The Discovery of India was Jawaharlal Nehru's interpretation of the country's history, philosophy and culture. In many ways, the emerging IndiaLust economy is a rediscovery of India, co-created by a confident consumer ecosystem that is deeply rooted in national identity and eager to infuse it across experiences, even amid global noise. In this context, Make for India becomes the natural doubles partner of Make in India.
For far too long, Indians were not aspirational, at least in their own country. Liberalisation in the '90s was the first step towards a change. Those who lived in the cities set their sights on foreign shores. Their peers in villages sought urban refuge. Of late, however, Indians are consciously digging deeper into India, paying a premium for differentiated authenticity when delivered on a foundation of universal standardisation. To put it in simpler terms, localisation with globalised standards. And companies are responding:
IHCL plans to open 700 hotels by 2030, up from the present 350. A key thrust is non-urban India, with Tree of Life, Gateway and Ginger leading the portfolio.
Marriott aims to expand to 50,000 rooms in the next 5 years, up from the current 25,000 in 42 cities. A thoughtful blend of Series by Marriott and The Fern Hotels & Resorts infusion is driving value leadership.
Oyo Rooms with 1,25,000 rooms in over 300 cities is inspiring regional spinoffs.
Regional luxury chains like Mayfair Hotels & Resorts and Swosti Hotels & Resorts, both from Odisha, are curating their thoughtful IndiaLust luxury blend.
The trinity of Vande Bharat trains (144), UDAN (150-plus operational airports) and expressways (6,000-plus km) is playing its part as a convenient adhesive.
The recent collaboration between Upper Case - a premium, India-focused travel wear brand - and Akasa Airways, which targets tier-2 and -3 cities, is yet another example of the outside-in approach. Both brands offer high-quality, accessible products tailored to Indian preferences, built on global standards. While Akasa is expanding its footprint in Varanasi, Jodhpur, Lucknow and Bhubaneswar, Upper Case is deepening its omnichannel distribution model.
Single-origin coffees from Araku, Chikmagalur and Wayanad are finding favour with discerning palates. Meanwhile, kombucha is embracing its Indian side, flaunting regional flavours like Gor Keri, Koshimbir, Naga Pepper, Rice & Pandan, Tulsi & Lemon, and even Rasam.
India's single malt whisky industry is maturing fast, with brands like Godawan and Indri earning global acclaim. Rapid ageing in local climatic conditions is producing bold, flavourful expressions that stand out on the world stage. Gin is enjoying its mini renaissance by leveraging our rich spice and herb heritage through brands like Jaisalmer and Hapusa Himalayan Dry Gin.
Mission Millets, spearheaded by ITC, is helping stressed Indians to reclaim their core digestive identity in collaboration with other traditional allies.
Tresind Studio in Dubai, led by chef Himanshu Saini, has become the first Indian restaurant to earn a Michelin 3-star rating. Its 'outside-in' menu celebrates Indian culinary heritage through refined, legacy-driven pairings.
As travellers explore deeper into India, global best practices - especially around hygiene and service standards - must be thoughtfully integrated. Destinations like Puri and Ayodhya are being energised by improved infrastructure, including luxury hotels and world-class airport connectivity. Even the Kumbh Mela saw a touch of indulgence, with luxury tented accommodations adding comfort to devotion.
For categories like whisky, gin, tea and food, globally recognisable packaging is key. Think products worthy of a duty-free shelf. Brands like Forest Essentials, Kama Ayurveda and Pure Earth may draw on ethnic formulations, but they succeed because they're presented with universal elegance - just like Prada's 'reimagined' Kolhapuri chappal.
Hoteliers like IHCL and ITC Hotels must reimagine how to leverage their powerful F&B brands. Iconic in-hotel restaurants like Golden Dragon and Dum Pukht, while synonymous with premiumisation, still have limited reach - even when showcased in luxury properties across smaller cities.
There's growing opportunity in turning regional cuisines like Saoji (Vidarbha) or Moplah (Malabar) into marquee national experiences through fresh, scalable brands. The rise of dining names like Dada Boudi Biryani and Shanghai-Flavours of China from tier-2 West Bengal - poised to outshine their Kolkata-based counterparts - reflects a fast-emerging national trend.
Propelled by a confident D2C ecosystem and backed by robust logistics - Amazon now reaches 99% of India's PIN codes - India's GI-tagged treasures can finally find nationwide audiences. From Warangal's Chapata Chilli and Thovalai's Manikka Malai garlands, to Bareilly's cane-and-bamboo craft and the legendary Kumbakonam paan, every local gem has a shot at national stardom. The key lies in world-class packaging - not just in boxes but in the broader experiential sense.
Published in 1946, The Discovery of India was Jawaharlal Nehru's interpretation of the country's history, philosophy and culture. In many ways, the emerging IndiaLust economy is a rediscovery of India, co-created by a confident consumer ecosystem that is deeply rooted in national identity and eager to infuse it across experiences, even amid global noise. In this context, Make for India becomes the natural doubles partner of Make in India.
(Disclaimer: The opinions expressed in this column are that of the writer. The facts and opinions expressed here do not reflect the views of www.economictimes.com.)
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