Why Global Luxury Brands Are Choosing Indian Brand Ambassadors

Sonam Kapoor, brand ambassador of Lancôme; Ananya Pandey, brand ambassador of Chanel

In recent years, India’s role as a global luxury player has risen dramatically. International brands are entering the country at an accelerated pace, and Indian celebrities are increasingly being appointed as global ambassadors for leading luxury houses. Not long ago, India was often perceived as a market with limited potential. Today, however, there has been a clear strategic pivot.

As luxury brands continue to unravel the narratives behind Indian craft and indigenous techniques, the faces representing them are chosen as part of a larger strategy. From Gauravi Kumari, Princess of Jaipur, representing Jimmy Choo, to Ananya Panday as an ambassador for Chanel, Alia Bhatt for Gucci, Deepika Padukone for Louis Vuitton, Kiara Advani for Maybelline New York, and KL Rahul for Paul & Shark, global brands are signing Indian ambassadors for reasons that extend beyond immediate returns on investment. The objective is to build a brand persona rooted in cultural resonance. A vast Indian diaspora across the United States, Europe and the Middle East is more likely to connect with an international brand fronted by a recognisable Indian face.

Why India?

Galeries Lafayette, Mumbai

As of early 2026, India is the 4th largest economy, having recently surpassed Japan. With China's luxury market being fragile, India is seeing itself as the new destination for consuming luxury goods. India’s luxury market is at an inflexion point. With a rapidly expanding economy, the world’s largest population, and a burgeoning class of high-net-worth individuals (HNWIs), the country is poised to become a critical player in global luxury consumption.

As of early 2026, India is the world’s fourth-largest economy by nominal GDP, having recently surpassed Japan. At a time when China’s luxury market faces volatility, India is emerging as a key destination for luxury consumption. India’s luxury market, currently estimated at around $17 billion, is projected to grow significantly by 2030. With the world’s largest population and a rapidly expanding base of high-net-worth individuals (HNWIs), with an expected sharp rise exceeding $30 million. Simultaneously, India’s broader retail market is expected to cross $2 trillion by the end of the decade, positioning it among the largest globally. Beyond the ultra-wealthy, an aspirational upper-middle class is reshaping the country’s consumption patterns.

The Rise of Luxury In India

In 2023, Dior hosted its Pre-Fall 2023 runway show at Mumbai’s Gateway of India, collaborating with the Chanakya School of Craft to spotlight Indian artisanal techniques. In 2024, Prada partnered with Maharashtra’s leather development corporations to reinterpret the traditional Kolhapuri chappal for global audiences. For Spring/Summer 2026, Louis Vuitton Menswear, under Pharrell Williams, featured a Snakes & Ladders-inspired runway by architect Bijoy Jain and included Indian design elements, along with a musical collaboration with A. R. Rahman. In 2023, Vivienne Westwood staged its first-ever fashion show in India at the Gateway of India in collaboration with the Department of Textiles, Government of Maharashtra. Bhavitha Mandava, a Hyderabad-born model, made history as the first Indian model to open a Chanel Métiers d’Art show (2025/26), marking the beginning of a new narrative. The industry can no longer overlook the cultural power the subcontinent brings to the global stage.

From a time when India looked to the West for validation, the equation has shifted. Today, global maisons increasingly look towards India for cultural relevance. While many luxury houses have long manufactured in India, they are only now fully recognising its potential as a consumer market.

Bhavitha Mandava, opening the Chanel Métiers d'Art Show

International beauty brands are also deepening their commitment. Lancôme announced Sonam Kapoor as its brand ambassador in India. Shrestha Jana, General Manager, L’Oréal Luxe India, noted, "This partnership comes at a significant moment as we continue to deepen our presence in India, a market that plays an important role in shaping the future of luxury beauty."

Fashion Designer and Producer, Manish Malhotra shares, "Globally, there’s a growing appreciation for individuality and authenticity, and Indian faces bring a sense of culture, history and storytelling with them, which luxury brands are increasingly drawn to."

Conglomerates such as Reliance Retail and Aditya Birla Fashion and Retail Limited have played a crucial role in accelerating this shift, bringing brands like Balenciaga, Jimmy Choo, and Christian Louboutin to Indian consumers. Malhotra adds, "India understands celebration at a very emotional level. Luxury here isn’t just about owning something beautiful- it’s connected to life’s milestones, weddings, festivals, family moments and traditions. That emotional connection makes the market vibrant, meaningful and deeply personal, which is very special."

Today, brands are no longer bringing season-old collections to India. They are launching current global collections and even creating India-specific pieces—such as Bvlgari’s mangalsutra reinterpretations and Christian Louboutin’s Navratna-inspired designs.

WHY NOW?

A joint report by McKinsey & Company and The Business of Fashion forecasts one of the fastest growth rates globally in India’s ultra-rich population over the next few years. This demographic shift is reshaping the luxury retail landscape. Retail destinations such as Jio World Plaza in Mumbai and DLF Emporio in Delhi have become flagship hubs for high-end shopping.

As Western markets stagnate and China’s growth moderates, India is emerging as a crucial driver of future luxury demand. Improved infrastructure, rising disposable incomes, and evolving consumer aspirations are fuelling this appetite for luxury goods and experiences. For a country that exuded opulence with its culture, heritage and aesthetics, luxury was never foreign — it was simply not leveraged.

THE ROAD AHEAD

With Raw Mango debuting at London Fashion Week and designers such as Tarun Tahiliani expanding internationally, India is no longer waiting for validation. It is asserting its position with confidence and strategic intent.

Luxury is no longer a one-way narrative flowing from Paris to the rest of the world. Indian craftsmanship, aesthetics, and storytelling are gaining global recognition. Brands are increasingly viewing India not just as a promising market, but as a creative force. India was never absent from the story of luxury—it was simply misunderstood.