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@article{191893,
        author = {Anvitha Mallya K},
        title = {Dreaming Big, Spending Smart: Luxury Versus Mass Branding in Aspirational India},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {8},
        pages = {8340-8348},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=191893},
        abstract = {India’s expanding middle class has emerged as a decisive force reshaping consumption pattern and redefining the boundaries between luxury and mass markets. Traditionally associated with value-driven and frugal purchasing behaviour, the contemporary Indian middle-class family is increasingly guided by aspirations for status, quality, emotional gratification, and experiential value. This shift has created a complex consumption environment where luxury and mass brands coexist, compete, and often converge to address evolving consumer expectations. The Indian luxury market, in particular, is no longer driven exclusively by high-net-worth individuals but is witnessing growing participation from aspirational consumers seeking symbolic value and personal achievement through branded consumption.
This study examines the changing dynamics between luxury and mass branding in the context of India’s aspirational middle-class families. It explores how rising disposable incomes, urbanization, dual-income households, and enhanced access to flexible financing options have influenced consumer preferences across essential, discretionary, and luxury categories. The research highlights the strategic responses of brands, including tiered product offerings, affordable luxury formats, miniaturized premium products, and innovative pricing mechanisms such as EMIs and Buy Now Pay Later (BNPL) schemes, which enable aspirational consumers to access premium experiences without compromising value consciousness.
By analyzing consumer perceptions, purchasing motivations, and brand engagement patterns, the study seeks to understand how middle-class families negotiate the trade-off between affordability and aspiration. The findings underscore the emergence of a distinctly Indian luxury market one that blends achievement-oriented consumption with cultural pride, quality appreciation, and pragmatic spending behaviour. The study contributes to existing literature by offering insights into how luxury and mass brands can strategically position themselves to build long-term brand loyalty among India’s aspirational middle class. It provides valuable implications for marketers and brand strategists aiming to align their offerings with the evolving aspirations of one of the world’s most influential consumer segments},
        keywords = {Brand Loyalty, Luxury Market, Consumer Perceptions, Premium Pricing, Consumer Behaviour, Luxury Brands, Perceived Value, Marketing strategy.},
        month = {January},
        }