A new report revealing that 73 percent of Indian luxury shoppers have switched preferred brands in the last five years signals a profound loyalty crisis for heritage Maisons in one of the world's most dynamic opulent markets. This significant shift, detailed in Accenture's 'Luxe Eternal: The Customer Edit' study, underscores a growing disconnect between legacy brands and the evolving expectations of the modern Indian consumer, challenging long-held assumptions about brand allegiance and the power of heritage alone to retain high-value clientele.
Who Is Affected
A sharp erosion in loyalty is impacting global luxury conglomerates and heritage brands in India across fashion, accessories, automotive, and hospitality. These Maisons, from Parisian couturiers to Swiss horologists, historically relied on established prestige, but this model is now under considerable strain. The trend intensifies as the active luxury consumer base contracts from approximately 400 million in 2022 to a projected 340 million by 2025, forcing competition for a smaller pool of buyers.
