How Global Brands are impacted by the Indian Touch

For centuries, brands throughout the world have been fascinated and inspired by the rich cultural diversity of India. India’s influence on a global scale has increased by leaps and bounds over the past few years. The subtle and distinctive artistic flair associated with the ‘Indian Touch’ has found widespread appeal especially in western countries. Brands from different parts of the world are using this Indian touch to build strong brand loyalty for their business in the sub-continent.

Fashion

An increasing number of fashion designers from western countries are shifting their focus to India for unique inspirations. Be it for colors, patterns, textures, craftsmanship or design, the legacy of India continues to come up as a bold statement from western designers creating a fusion of eastern and western influences. World famous designers like Marc Jacobs (Louis Vuitton), Alexander McQueen, Christian Dior and more have never shied away from expressing their love for Indian attires and culture.

Bollywood

The fantasy and charm associated with Bollywood has also caught the attention of the western countries. The sense of elegance and style characterized by Bollywood celebrities is a thing of aspiration in western countries. The best example comes in the form of popular Swiss watch maker Tissot, making DeepikaPadukone, the doe-eyed Bollywood celebrity its brand ambassador. She has been able to convey a feminine substance feeling for this brand through her charming aura and presence.

Beverage

There is a popular saying that, ‘When in Rome do as the Romans do’. This exactly what spirits giant, Bacardi has followed while introducing 2 new flavors for its RTD (ready-to-drink) brand, Breezer. ‘AamPanna’ and ‘NimbuPani’ happen to be the two flavors that Bacardi has recently launched especially targeting the Indian customers. The mass appeal of ‘aampanna’ and ‘nimbupani’ are the driving factors that led to the introduction of these flavors by Bacardi.

Fragrance

When it comes to exquisite fragrances, India’s distinctive fragrances have served as an inspiration for many years. The exotic fragrance by Christian Dior, ‘Escale á Pondichéry’ makes use of sandalwood, jasmine, black tea accords and cardamom to create an absolutely alluring sensory experience. The flavors and scents of India have also found their way into a range of tea products from Starbucks. These products blend the spices of cardamom, ginger, cloves, star anise and cinnamon.

Well Being

Well being and harmony has been an integral part of Indian life and culture for over many centuries. Now, gradually western beauty brands are also extending their product ranges to include various types of Ayurvedic products. Aveda is a brand that definitely leveraged a strong association with this age old Indian healing tradition including a wide array of Ayurveda beauty products like its hair care range. Apart from that, Aveda Experience Centers are also available for a more intense experience.

Royalty

During the era of royal patronage, luxury was a part of the daily lives of the Maharajas. Their lavish lifestyles were a clear indication that they were fabulously powerful and fabulously wealthy. Be it the Nizams of Hyderabad or Rajputs of Rajasthan, luxury remained the common choice among the rulers. It is this golden period that has turned out to be the feature of various international brands. The IndeMysterieuse collection from Cartier pays tribute to the relation that shared between the Maharajas and the Maisons.

Thus, it is quite clear that international brands will continue to draw inspiration from this ‘Indian Touch’ in order to build a corporate identity that can easily distinguish it from the rest. It is not only about providing brands with that special ‘Indian Touch’ but, saluting the rich heritage and culture of this country.