International Journal of Research Publication and Reviews, Vol (6), Issue (5), May (2025), Page – 15891-15897
International Journal of Research Publication and Reviews
Journal homepage: www.ijrpr.com ISSN 2582-7421
Luxury vs Mass Appeal: How Brands Balance Exclusivity and
Accessibility in Delhi NCR
Vartika Tandon
Student, Department of Marketing, Galgotias University, Greater Noida, India
ABSTRACT :
Brands in Delhi NCR, a culturally and economically diverse area, always struggle to maintain exclusivity while appealing to a middle class that is becoming more
aspirational. Because of digital media, changing consumer expectations, and the rise of hybrid branding tactics, the conventional lines dividing the luxury and
mass-market divisions are quickly disappearing. The delicate balance between being accessible and desired is examined in this study for both domestic and
international companies. This study examines how consumers' perceptions of luxury are changing, the influence of digital platforms like Instagram, and important
factors that influence decisions like product quality, affordability, and emotional value. It does this by combining primary data gathered through surveys with visual
analysis of consumer responses. According to research, Delhi NCR consumers—particularly younger ones—are receptive to reasonably priced forms of luxury
without completely giving up on the appeal of exclusivity. Brands are more likely to stay current and resonant if they can successfully achieve this balance through
limited-edition products, narrative, strategic pricing, and social engagement. In the end, this study shows that accessibility and exclusivity are no longer mutually
exclusive but rather strategic instruments that, when carefully combined, can foster enduring customer relationships and brand loyalty.
Keywords: Luxury branding, Mass-market appeal, consumer perception, Delhi-NCR retail, brand accessibility, exclusivity strategy, affordable luxury,
influencer marketing, digital branding, aspirational consumers
INTRODUCTION
Today's consumers have goals that transcend region and class, so brand positioning is more about how a firm is seen than what it sells. In Delhi NCR, a
place known for its mix of wealth and ambition, brands are starting to rethink the old divide between luxury and mass appeal. The rise of digital platforms,
influencer culture and shifting tastes among the middle class have all played a part in blurring the traditional boundaries between price and accessibility.
Today, mass-market brands are adding aspirational touches to attract a broader audience, while luxury brands- once seen as exclusive to the elite – are
finding fresh ways to connect with more people. This study looks at how businesses in Delhi NCR are balancing the delicate act of being both exclusive
and inclusive, focusing especially on how consumers perceive these efforts.
LITERATURE SURVEY
The Changing Landscape of Luxury and Mass Appeal In India
Over the past three decades, India’s retail scene has transformed dramatically. Thanks to economic liberalization, rising disposable incomes and greater
exposure to global trends, aspirational consumerism has grown by leaps and bounds- moving luxury from being a distant dream reserved for a select few
to something many now desire. At the heart of this shift is Delhi NCR, a region that captures both the challenges and the exciting opportunities of a
rapidly evolving consumer market.
2.1.1 Historical Foundations and Growth Following Liberation
Before India opened up its economy in 1991, luxury goods were out of reach for most people. Only a select few- wealthy families, diplomats and
successful business owners- could afford them. Strict import restrictions and the absence of international brands meant that the average consumer had to
make do with local options. Things began to change after liberalization, when global brands started entering the Indian market. At first, they mainly
targeted high-net-worth individuals living in metro cities like Delhi and Mumbai, where demand for premium products was starting to grow. However,
as mass-market companies like Nike and Levi's brought worldwide styles at affordable costs, this exclusivity started to wane over time, paving the way
for the merging of luxury and mainstream categories.
2.1.2 Blurring Boundaries: Masses and Luxury
The lines separating mass-market and luxury brands are becoming less clear these days. Nowadays, consumers of all income levels want to acquire high-
end goods, even if they just buy a few or entry-level models. Younger and more tech-savvy, luxury buyers place a higher importance on experience than
legacy. Mass brands, meanwhile, are stepping up to meet the higher standards by enhancing in-store experiences, quality, and aesthetics. Often called
International Journal of Research Publication and Reviews, Vol (6), Issue (5), May (2025), Page – 15891-15897 15892
"masstige" (mass + prestige), this phenomena indicates a change in the definition of luxury, which now includes perceived uniqueness, brand narrative,
and emotional resonance in addition to price.
2.1.3 The Development of Digital Culture and Globalization
Social media sites like Pinterest, YouTube, and Instagram have become important facilitators in changing the goals of consumers. For consumers in
Delhi NCR, luxury is no longer just about owning expensive items- it’s also about being part of a lifestyle. Through images, influencer posts and curated
content, people get a glimpse into the world of high-end fashion and global trends, even if they’re not buying these products themselves. In today’s social
media- driven culture, especially with the rise of “Instagrammable” moments, luxury has taken on a new meaning. A designer watch or handbag isn’t just
an accessory- it’s a digital badge of success, a way to signal status and style in one’s online story.
2.1.4 Delhi NCR as a Microcosm of Retail
Delhi NCR perfectly captures the contrast and coexistence of India’s mass-market and luxury retail worlds. It’s a place where bustling street markets
offering budget-friendly fashion sit just a few kilometres away from high-end boutiques selling labels like Dior and Hermès. Shoppers here often navigate
both spaces—buying designer pieces for weddings or special occasions while picking up everyday wear from spots like Sarojini Nagar or H&M. Malls
such as DLF Emporio and Select City walk embody this blend, housing luxury brands alongside more accessible ones, catering to both premium and
aspirational consumers under one roof.
2.1.5 The "Aspirational Middle" and Inexpensive Luxury
A growing segment of Delhi NCR’s shoppers comes from aspirational middle class- individuals who may not regularly indulge in high-end luxury but
still seek a taste of it through more affordable entry points like perfumes, sunglasses, or small leather goods. Brands such as Tissot, Coach and Michael
Kors have tapped into this demand by offering products that balance accessibility with a sense of exclusivity. At the same time, fast-fashion giants like
Zara and H&M are blurring the lines by collaborating with luxury designers to launch limited-edition collections, creating a sense of distinction and
urgency that appeals to these style-conscious consumers.
2.2 Consumer Perception in the Context of Delhi NCR
Consumers in Delhi NCR have nuanced views when it comes to choosing between mainstream and luxury brands. For everyday purchases, factors like
accessibility, trendiness, and emotional resonance often guide their preferences. Meanwhile, luxury brands continue to attract attention through their
exclusivity, craftsmanship, and heritage appeal. But today’s shoppers expect more—they look for brand identity, cultural relevance, and values that align
with their own, not just functional benefits.
Interestingly, the line between luxury and mass-market is becoming increasingly blurred. While budget-friendly brands are stepping up their storytelling
and design game, luxury labels are adopting traits like trend responsiveness and wider accessibility to stay relevant in a rapidly evolving market.
2.3 The Unique Retail Environment of Delhi NCR
From ultra-luxury malls to bustling street markets, Delhi NCR offers one of the most diverse retail landscapes in India- making it a prime playground for
businesses across the spectrum. While crowds flock to popular spots like Sarojini Nagar, Lajpat Nagar and various online platforms for value deals,
affluent shoppers gravitate towards curated, personalized experiences in upscale destinations such as The Chanakya and DLF Emporio.
E-commerce has played a key role in bridging this divide, bringing luxury within reach for aspiring buyers in suburban areas like Noida, Faridabad, and
value-conscious market. Shoppers are increasingly blending high and low- often within the same purchase journey. It’s not uncommon to see someone
oair a Tissot watch with a FabIndia Kurta, reflecting a fluid, cross-shopping culture that values both styles and substsnce.
2.4 Branding Strategic Changes
In an effort to attract more customers without undermining their fundamental character, luxury businesses are increasingly introducing entry-level goods
and brand extensions. Simultaneously, mass-market companies are "premiumizing" their product lines through influencer-supported marketing,
sustainable materials, and improved designs. Ethical storytelling, immersive marketing, and brand partnerships have become essential strategies for
preserving emotional uniqueness while broadening reach.
2.5 Deficiencies in Current Literature
Although mass-market branding and luxury consumption have been the subject of several studies, little study has looked at how these two positioning
techniques interact, particularly in a culturally diverse area like Delhi NCR. By examining hybrid brand strategies, evolving consumer attitudes, and the
psychological balance between aspiration and affordability, this paper closes that gap.
RESEARCH OBJECTIVES
International Journal of Research Publication and Reviews, Vol (6), Issue (5), May (2025), Page – 15891-15897 15893
• To investigate how companies adjust their tactics to cater to consumers who are both luxury and cost-conscious.
• To investigate the ways in which influencers and digital platforms affect how people view accessibility and luxury.
• To evaluate brand loyalty patterns and customer behavior in Delhi NCR across various income brackets.
METHODOLOGY
Residents in Delhi NCR between the ages of 18 and 45 were given an online survey as part of a descriptive, cross-sectional design. The data set includes
insights from 70 verified responses that span income levels and demographics. Peer-reviewed publications and business and academic sources like Bain
& Co. and Deloitte provided support for the primary data. Pie charts and bar graphs were used to illustrate the main conclusions of the investigation,
which was carried out using Google Forms' analytics tools.
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International Journal of Research Publication and Reviews, Vol (6), Issue (5), May (2025), Page – 15891-15897 15895
KEY FINDINGS
4.1 Statistics
Age: 57% were between the ages of 18 and 25, a demographic that is strongly impacted by aspirational consumption and digital media.
Income: The majority of respondents made between ₹50,000 and ₹1,000,000 per month, which suggests a balance between affordability and a preference
for luxury.
Geographically, Delhi accounted for 40% of the responses, followed by Gurugram and Noida.
4.2 How Luxury Is Seen
The respondents mainly linked exclusivity (28.6%) and superior quality (40%) to luxury. It's interesting to note that luxury was not primarily determined
by price, suggesting a move toward experiential and emotional worth.
International Journal of Research Publication and Reviews, Vol (6), Issue (5), May (2025), Page – 15891-15897 15896
4.3 Factors Affecting Purchases
The greatest factors influencing purchases were product quality (42.9%) and brand reputation (31.4%), underscoring the significance of performance and
trust over price alone.
4.4 Favorite Brand Types
Most people preferred reasonably priced luxury brands (42.9%), which supports the growth of hybrid companies like Michael Kors and Coach. The low
percentage of frequent luxury customers (7.1%) confirms that luxury is not a common option.
4.5 The Impact of Digital
With 40% of customers stating that social media exposure frequently influenced brand impression, particularly for premium products promoted by
influencers, Instagram emerged as the most influential medium.
4.6 Drivers of Brand Loyalty
Affordability (28.6%) and high product quality (42.9%) were the most common loyalty triggers. Significantly, influencer endorsements and ethical
behavior had less of an effect; nonetheless, a growing trend is shown by the growing awareness in social responsibility (57.1% of respondents thought
that brands should prioritize it).
DISCUSSION
A consumer base that craves meaningful branding—where value is more than just a price tag—is depicted by the data. Customers in Delhi NCR,
particularly the younger generation, desire emotional connection and excellence. Because of digital democratization, luxury is appreciated yet still
accessible. This makes room for "masstige" tactics, in which luxury firms provide "entry points" through more affordable products or limited edition
collections, while mass-market businesses incorporate aspects of prestige.
Whether it's H&M and Versace working together or luxury brands like Dior using influencer relationships on Instagram, hybrid tactics are effective.
The difficulty is striking a balance: too much exclusivity could turn off potential customers, while too much accessibility could dilute the brand.
IMPLICATIONS FOR BRANDS
• Smart Segmentation: Companies should provide tiers of products that enable access without devaluing the core brand.
• Leverage Digital: E-commerce exclusives, carefully planned influencer marketing, and a robust Instagram presence are crucial.
• Tell Tales, Not Just Products: Personalization, storytelling, and emotional branding can give mass-produced goods an air of exclusivity.
• Remain True to Yourself: Customers are becoming more conscious about ecology and ethics; pretending to be exclusive can backfire.
LIMITATIONS AND FUTURE RESEARCH
• Sample Bias: The preponderance of younger responders may not accurately represent the opinions of the general public.
• Geographic Focus: Since the study is limited to Delhi NCR, it would be possible to obtain comparable insights by conducting similar research
in other metro areas.
• Depth: Although helpful, the survey lacked the in-depth qualitative understanding that ethnographic research or interviews could offer.
Longitudinal studies should be investigated in future research to monitor shifting brand preferences and examine trends unique to a given industry
(fashion vs. IT, for example).
CONCLUSION
In Delhi NCR, brands need to take a careful approach, preserving exclusivity while increasing accessibility. Understanding what customers want—to
feel unique, connected, and proud of their decisions—is key to success. When properly infused with cultural and emotional significance, even a
reasonably priced object can have an opulent sense.
International Journal of Research Publication and Reviews, Vol (6), Issue (5), May (2025), Page – 15891-15897 15897
Brands that inspire aspiration without exclusion and closeness without dilution are rewarded by the market. Branding strategies must adapt to the
increasingly heterogeneous customer identities by combining ethics, omnichannel presence, and storytelling into a cohesive value proposition.
REFERENCES
1. Bain & Company. (2021). Luxury Goods Worldwide Market Study – Spring Update. Bain Reports.
2. Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand
loyalty. Journal of Marketing, 65(2), 81–93. https://doi.org/10.1509/jmkg.65.2.81.18255
3. Deloitte India. (2020). Global Powers of Luxury Goods: How Luxury Brands Are Adapting to New Consumer Expectations. Deloitte Insights.
4. Dubey, R. (2015). The effect of brand image on consumer purchase behavior: A study in the Delhi NCR region. Indian Journal of Marketing,
45(6), 45–53.
5. Kapoor, N., & Kulshrestha, C. (2017). Brand positioning and consumer buying behavior in the Indian market: A study on Delhi NCR.
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