In recent years, a fascinating trend has emerged: international luxury brands are increasingly turning to Indian celebrities as their global ambassadors. From Bollywood icons to cricketing superstars, these famous faces are not just a quick way to boost sales; they represent a strategic shift in how these brands view the Indian market.
Take KL Rahul, the cricketer, recently announced as the brand ambassador for Italian apparel label Paul & Shark. On the surface, it appears to be an unusual choice. Cricket has a limited presence in Europe and the US, where these brands are headquartered. So, why a cricketer? For Paul & Shark’s CEO, Andrea Dini, it’s about “shared values” and a “natural and strategic” alignment with a figure as influential as Rahul. His extensive reach, especially in key markets such as Dubai and the UK, is a major factor.
Rahul joins a star-studded list of Indians making their mark in the luxury world:
With China’s luxury market slowing and economic uncertainty in the US, India is now a major focus. Young Indians have more disposable income and are highly connected to global trends through social media. The large Indian diaspora abroad also feels a strong connection to familiar faces. As luxury consultant Anita Khatri puts it, “India is the most important market right now… no one wants to miss the opportunity.”
This isn’t just about selling products; it’s about building a brand’s presence and reputation.
Luxury brands are looking at more than just immediate returns on investment (ROI) when they sign these ambassadors. While it’s difficult to measure the exact impact on sales, the goal is often brand elevation and aspiration.
A great example is Deepika Padukone’s collaboration with American furniture brand Pottery Barn. Her partnership didn’t just boost sales; it significantly increased page views and customer engagement. As Ariff Bham of Reliance Brands Limited notes, these large investments are about brand building and elevating perception, not just immediate sales.
Ultimately, a luxury brand knows a collaboration has “clicked” when a customer walks in and says, “I want that watch because Shah Rukh Khan wore it.”
Luxury brands choose ambassadors who embody their identity. For instance, Cartier’s elegance, Paul & Shark’s craftsmanship and functionality.
For the brand, it’s about finding an authentic connection with the ambassador.
This is why we’re seeing a more diverse range of ambassadors. While “cricket and Bollywood sell,” as Ariff Bham says, brands are also looking for unique faces. The appointment of Gauravi Kumari of the erstwhile royal family of Jaipur by Jimmy Choo is a prime example of this evolving strategy.
The number of Indian global ambassadors has grown from a handful a decade ago to a strong start today, and this trend is only set to continue as India solidifies its position as a global force in the luxury market.
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