She has been growing brands and goals, elevating perceptions for over 25 years in the luxury and lifestyle space. Archana Jain spearheads PR Pundit, one of India’s award winning public relations firms, with a diverse roster of businesses. An entrepreneur turned industry veteran, Archana led PR Pundit to become India’s first and only PR firm to bag a Gold PR Lion at Cannes for its campaign for ITC Savlon, in 2007. The accomplished leader powers a woman dominated organisation, sharing space with 85 per cent women at work
Excerpts from a conversation:
Define luxury as you see it. Share the first word recall when you hear the word “luxury”
An experience that defines luxury for you
Sleeping under the stars in Tanzania out in the Serengeti!
How has the definition of luxury changed for the consumers vis a vis 2023?
Apart from democratization of luxury, there is a certain alienation that has crept in, with regards to the affinity for material things. People are now finding more pleasure in experiences than in material things. In addition to this, sustainable credentials are becoming increasingly important to most consumers.
With the emergence of slow luxury post pandemic, what direction is the market now taking in India?
Luxury has gotten more discreet. It is nice to see consumers no longer hungry for the monogrammed looks but seeking subtlety. With tastes becoming increasingly sophisticated, consumers are seeking authenticity and craftsmanship at the core of the experience.
As a luxury maker in India, what is the biggest challenge that you face in shaping experiences?
People serving luxury to ensure customer service!
One change you would like to see in the luxuryscape in the country
A keen eye for detail. After all, luxury lies in the finesse of every tiny detail. Together with this, I would like to see an improvement in the infrastructure.
What piece of advice can you share with us for aspiring luxury makers?
Think of the planet, people and purpose before you emulate.
What have you learnt so far?
There is an increasing demand for accessible luxury as opposed to conspicuous consumption. For younger consumers, luxury needs to be a sustainable composition of the finest quality, integrated with a dash of culture, topped with excellent customer service.
Shilpi Madan for PeakLife
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