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Of Decoding Luxe and Busting Luxury Myths

A few years back when I was editing a luxury supplement I realised that in the luxury brands face a two-pronged problem – one, there are certain myths based on which billions of dollars are invested by luxury brands, every year, and two, the existing literature instead of simplifying how best to make the most…
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Building Luxury

Think of a Rolex. It immediately exudes a sense of awe in the mind. Rolex is beyond a timekeeper. It is a brand that stands for legacy, for greatness. When you think of Rolex, you think of the dazzle, you think of the legacy of Martin Luther King Jr or JFK or Roger Federer. After…
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Review of Decoding Luxe: Hindustan Times

I have worked with a fashion writer who skipped meals in the early days of her career to save up money to buy her first Louis Vuitton bag. And she did it by the time she was 23 years old. Indeed, that is the pull of luxury. For those who have the money, wait for…
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Decoding Luxe – The New Mantra for Luxury Brands: Air Vistara Magazine

The origin of luxury dates back to mid-16th Century in the French word Luxe, which means dazzle. The award-winning communicator, columnist and luxury commentator, Mahul Brahma's new book will compel you to look beyond this veil of dazzle. Decoding Luxe gives you a holistic view of the country's love for branded luxury since ages...  …
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Mahul Brahma’s book Decoding Luxe: Air India Magazine Shubh Yatra

Luxury is a segment that has received much attention over the years, and this book looks at various aspects of what was a niche segment not so long ago. As a guide to strategic, behavioural, historical, psychological and other facets of luxury, it serves as a bible for all stakeholders of luxury, aiding the formulation…
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Former journalist Mahul Brahma launches his book: Bartman

Former journalist Mahul Brahma launched his book Decoding Luxe recently at Starmark. The book narrates the story of the origin of luxury in India. In the 1920s, 20 per cent of Rolls Royce's global sales were from India. In 1926, the Maharaja of Patiala commissioned Cartier, its largest till date, to remodel his crown jewels,…
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Interview with author Mahul Brahma: Golftrade

Golftrade catches up with author Mahul just after the launch of his book Decoding Luxe. He speaks on the book, his other pursuits, and new-love, golf. Mahul is an author, a luxury commentator, an actor, a former Senior Editor and head of corporate communications and branding in a Tata Group company mjunction. He has won…
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Why luxury is a great escape: DB Post

Escapement has always been a very dominant, yet the hidden reason behind the love for luxury. The only difference is that brand custodians never looked at this avenue with a magnifying glass. This escapade, if properly harnessed is the next billion-dollar-churner for all luxury brands across the globe.      
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Luxury is an ego trip: CEO Magazine

CEO Magazine catches up with author and luxury commentator Mahul Brahma on his book Decoding Luxe. Not humility but ego creates brands, makes them reach the stars, according to Decoding Luxe, a first-of-its-kind book on luxury brands. This razzle-dazzle industry thrives on ego. CEO Magazine catches up with author and luxury commentator Mahul Brahma on…
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