The ₹1.58 lakh crore luxury brand became iconic by saying 'No'

A brand achieved its $19 billion luxury status by strategically embracing scarcity, refusing mass production, steep sales, and fleeting trends. This deliberate restraint cultivates desirability, making products coveted for their rarity. By saying 'no' to dilution, this brand protects its brand soul, allowing for higher prices, quality, and long-term equity. Find out more about the brand.