India’s affluent Gen Z is ushering in a new era for the luxury market. As the world’s largest cohort of young people, India’s Gen Z is driving significant changes across industries, and luxury is no exception, shifting the focus from traditional status symbols to experiences, individuality, and responsibility/sustainability.

Historically, luxury was defined by opulence and exclusivity—high-end cars, designer apparel, exclusive watches, signaling status.

This generation of young affluents, is redefining its essence in ways that reflect their unique values and worldview.

They’re not just buying products; they’re buying into purpose, personal experiences, and stories that resonate with who they are. They see luxury as an investment in personal growth rather than a display of wealth.

As Gen Z often puts it, “Luxury today isn’t just what you own; it’s the stories you’re part of—because without meaning, is it really luxury?”