International Journal of Social Science & Economic Research
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Title:
Luxury Branding in Emerging Markets: The Internationalization of Indian Fashion Designers into Global Luxury Markets

Authors:
Saachi Nanda

Journal: International Journal of Social Science and Economic Research (IJSSER)
ISSN: 2455-8834
Volume: 11
Issue: 10
Publication Date: October 2026
DOI: 10.46609/IJSSER.2026.v11i10.036

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Saachi Nanda
BBA (Luxury Brand Management), Final Year, OP Jindal Global University

MLA 8
Nanda, Saachi. "Luxury Branding in Emerging Markets: The Internationalization of Indian Fashion Designers into Global Luxury Markets." Int. j. of Social Science and Economic Research, vol. 11, no. 10, Oct. 2026, pp. 6011-6019, doi.org/10.46609/IJSSER.2026.v11i10.036. Accessed Oct. 2026.
APA 6
Nanda, S. (2026, October). Luxury Branding in Emerging Markets: The Internationalization of Indian Fashion Designers into Global Luxury Markets. Int. j. of Social Science and Economic Research, 11(10), 6011-6019. Retrieved from https://doi.org/10.46609/IJSSER.2026.v11i10.036
Chicago
Nanda, Saachi. "Luxury Branding in Emerging Markets: The Internationalization of Indian Fashion Designers into Global Luxury Markets." Int. j. of Social Science and Economic Research 11, no. 10 (October 2026), 6011-6019. Accessed October, 2026. https://doi.org/10.46609/IJSSER.2026.v11i10.036.

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ABSTRACT:
This paper looks into how Indian fashion designers move from a home market rich in heritage into global luxury markets long dominated by European houses. Sabyasachi Mukherjee, Rahul Mishra and Manish Malhotra were studied using a multiple-case design and leveraging luxury brand theory and internationalisation theory, it proposes a four-stage pathway model. The Indian designers mentioned in the cases internationalize via legitimacy-led rather than volumeled routes. They first export craft-based cultural capital, borrow global credibility through platforms/collabs and seek capital and retail scale later. The conclusions of the paper include managerial implications, four propositions and future research directions

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