Bvlgari, Chanel, Sabyasachi — why India's rich now shop luxury from home

For decades, luxury meant towering shopfronts in elite city districts and gleaming glass facades. But in India, the velvet rope is moving online. From Italian jeweller Bvlgari to Swiss watchmaker Rado, from Chanel’s beauty counters to Sabyasachi’s famed ateliers, the country’s luxury players are quietly rewriting the rulebook — one digital cart at a time.

The shift is not about abandoning stores. Certain categories, like couture, still thrive on the physical, sensory experience — the rustle of fabric, the weight of embroidery. But bags, jewellery, watches, belts and beauty? Those are now being boxed, shipped and delivered to living rooms from Delhi to Dibrugarh.

India’s appeal to these brands is obvious: a growing tide of high spenders, many minted from billion-dollar start-ups or long-standing family businesses, often far from the traditional luxury hubs. In smaller cities, too, wealth is swelling. Yet with luxury real estate in short supply, getting a storefront in every potential market is impossible. That is where e-commerce steps in, with platforms such as Tata CLiQ, Nykaa, Myntra, Tira and Ajio curating luxe-only sections.

“In India, a lot of people have money; there’s a very different demographic, but everybody doesn’t look moneyed… the comfort of shopping in your home without judgement or scrutiny is the most important thing,” Sabyasachi Mukherjee, founder and creative director at Sabyasachi Calcutta, told ToI. His brand, part of Aditya Birla Fashion & Retail, has just launched a digital jewellery boutique on Tata CLiQ Luxury, marking the first time its jewellery has been sold online in India.

“I always wanted to create access,” Mukherjee told ET. “In India, because of infrastructure, sometimes it’s impossible to build physical stores, and I think the best way and the smartest way to access India is digital.”

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That same platform has been home to Bvlgari’s own online boutique since last year. Myntra, which hosts labels like Giorgio Armani, Jimmy Choo and Prada (mostly perfumes), says its Myntra Luxe selection grew 70% year-on-year in 2024, with demand climbing multi-fold. Reliance Retail has brought Burberry, Versace and Balenciaga to the digital Indian shopper.

For Bvlgari CEO Jean-Christophe Babin, the opportunity is only just beginning. He told TOI last year that India could be the next booster market for global luxury growth over the coming decade — and hinted that more online tie-ups could follow.

Gopal Asthana, CEO at Tata CLiQ Luxury, said Bvlgari now draws about 40% of its Indian sales from non-metro markets and has expanded its watches, jewellery and accessories range online. “In all, we get about 55% of our sales from non-metros,” Asthana said.

The pattern extends beyond jewellery. At Titan’s Helios, nearly 80% of customer journeys now begin online. Direct sales through e-commerce account for about 15–20% of revenue, but the influence of the web is far greater. “Compared to two years ago, when online interactions played a smaller role in discovery and decision-making, today’s consumers often start their engagement by browsing our website, exploring collections, and learning brand stories before visiting a store. This shift underscores the importance of integrating our online and offline experiences seamlessly,” said Rahul Shukla, Vice President and Chief Sales and Marketing Officer, Watches and Wearables Division at Titan Company.

Myntra’s data shows the buying power of cities like Jaipur, Guwahati and Indore. “Key categories like Indian luxury, especially wedding collections, along with accessories like watches, bags, and premium beauty, are leading this shift,” said a company spokesperson.

Swiss brand Rado has expanded its online reach, as have Chanel Beauty and Fragrance. Sabyasachi, too, has more in mind. “Accessories probably will be the next logical step to do. At some point in time, we are going to bring in perfumes and beauty as well,” Mukherjee said. “I have always built a business with the spirit of democracy. Being on an e-commerce portal allows you that democracy,” he added.

(with ToI inputs)