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An informative fashion dedicated episode of The Masoom Minawala Show was when the legendary journalist and author in fashion, and industry expert, Sujata Assomull, joined the host Masoom Minawala. Having a very clear understanding of the Indian luxury and fashion market, Sujata came on the podcast with Masoom to discuss a wide variety of topics such as: the global fashion industry, luxury branding, Indian designers, consumer mindset, and reasons for Indian fashion to not achieve the status of a luxury fashion house as established names like Chanel, Louis Vuitton, Dior and Gucci.
For decades India has had exquisite craftsmanship, textiles, embroidery skills and a flair of creativity in fashion design. However, over the years Indian fashion brands are unable to reach the status of a luxury fashion house like its European counterparts namely: Chanel, Louis Vuitton, Dior and Gucci.
In this discussion, the expert delved into finding out reasons for the difference, what Indian designers have to do differently and how Indian fashion can establish a global presence.
This episode turned out to be extremely popular amongst the entrepreneurs, fashion connoisseurs, designers and creators and students, all because it was rich in experience from the industry, practical tips on branding, storytelling and business.
The start of the discussion
Masoom greeted Sujata Assomull to start the conversation and began by talking about the significance of India in the global fashion system.
Over the years:
The prominence of Indian designers has increased all across the world.
Indian celebrities walk the international fashion ramp regularly.
The established fashion brands have started investing massively in the Indian markets.
Also, there has been a rise in the consumer expenditure power.
However, in spite of all of this Indian fashion designers still lack the edge to be compared to a luxury brand like the fashion houses mentioned above.
This became the essence of the discussion for that episode.
Where did the perception change, why is Indian fashion respected and still not luxury?
The subsequent dialogue had some brilliant answers.
India’s Rich Fashion Heritage
The first element that was discussed was about the amazing fashion heritage of India.
According to Sujata, India holds some of the greatest textile traditions. Be it Banarasi weaving, Kanchipuram silk, hand embroidery or artisan craft, the history behind Indian fashion is hundreds of years old. The talk further touched upon how most of the global luxury brands are leveraging craft that at best matches the process that exists in India. However, heritage alone does not create luxury brands. It’s the combination of craft, branding, story, exclusiveness and consumer perception which creates luxury brands; the key differentiation between product and brand was discussed all throughout the episode.
What is a luxury brand?
Most of the discussion revolved around defining luxury. While most associate luxury with high priced items, it is something much more than just that. According to Sujata, luxury brands establish an emotional connection. They weave stories around heritage, exclusiveness and aspiration for their products. A consumer buys luxury goods more due to their perceived value than their utility. The talk took examples of brands like Chanel and Herms, which over the decades have created an emotional connection with customers, a narrative which needs to be strengthened by Indian brands. This is a lesson relevant for all businesses, not just fashion designers.
Why is Indian Fashion lagging behind?
An interesting part of the discussion involved identifying factors that are leading Indian fashion brands to fall behind in the global space. Several factors were identified by Sujata. First and foremost is the consistency of quality. Consumers of luxury goods have high expectations at every interaction they have with the brand. Second and an equally important aspect is brand building in the long run. Many companies heavily focus on sales and short-term performance, while not adequately investing in stories and consumer perception. The show also highlighted the need for international visibility. While Indian designers are celebrated among themselves, the general public has still not gained exposure to many brands globally. The conversation gave ample food for thought to entrepreneurs to develop their brand ecosystem instead of focusing just on the product.
The Role of Storytelling
Storytelling was one of the biggest threads running through the episode.
Sujata stated that exceptional storytellers build successful luxury brands. They weave narratives of craft, heritage, innovation and exclusivity which can resonate emotionally with customers. According to Sujata, India has numerous inspiring stories to tell-whether it is about the craftsmanship, artisan communities, regional traditions and cultures or history. The task is to effectively communicate these stories on a global scale. This was something that resonated deeply with entrepreneurs and marketers alike.
Indian designers on the global stage
The podcast also shed light on the success that Indian designers have been achieving on the global stage. In recent years Indian fashion is becoming more widely represented on global platforms, on the red carpets and on the runway. This shows that Indian designers have managed to build their space in the world and Sujata reiterates that this is only possible with long-term investment, strategy, branding and consistent effort. Emerging designers were encouraged to have an international approach while staying connected to their roots.
Fashion entrepreneurship
Another huge area that the podcast covered was entrepreneurship. It was emphasized that design alone can only take the career up to a certain extent and entrepreneurship is what takes the creative vision of a designer to the world. According to Sujata, it is essential for designers to also understand market research, customer trends, brand building and business management. Many times, creators can excel in their creative field but lack business acumen. The discussion helped clarify the gap and how to bridge it with proper guidance and approach.
The future of Indian luxury
The future of Indian luxury was one of the more positive themes discussed on the podcast. Sujata was very optimistic about the growth of the Indian fashion industry. There’s a growing awareness among the consumers, increasing global interest in Indian craftsmanship and rise of various digital platforms. The conversation gave a perspective on how the next generation can build leading Indian luxury brands in the world.
Why did this Podcast Grow so Big?
This episode became the one of the most loved conversations on The Masoom Minawala Show as it provided an insider look to an industry that so many look up to but do not understand that much.
Listeners related to:
- Insights on luxury branding
- Lessons on fashion entrepreneurship
- Conversation about Indian fashion industry
- Global business strategies
- Storytelling techniques
- Advice on brand building
- Creativity of an entrepreneur
The conversation was informative, actionable, and extremely relatable.
Sujata Assomull
Sujata Assomull is a fashion journalist, author, editor, and industry expert. She has spent her career scrutinizing fashion trends, luxury industries, consumer behaviors, and changing Indian fashion. With her articles, studies and discussions she is undoubtedly one of the most reputable names in the fashion industry. Her words still guide the designers, entrepreneurs, students and enthusiasts from all over the world.
Sujata Assomull Businesses and Ventures:
- Fashion Journalism
- Luxury Industry Consulting
- Fashion Writing and Publishing
- Fashion Education Initiatives
- Industry Research Projects
- Author and Editorial Work
- Fashion Event Participation
Sujata Assomull Social Media Accounts:
- Sujata Assomull Instagram Account
- Sujata Assomull LinkedIn Account
- Sujata Assomull Twitter/X Account
- Fashion Journalism Platforms and Publications
Why You Should Watch This Podcast
It is definitely a show recommended for fashion entrepreneurs, designers, creators, marketers, business owners and fashion students interested in luxury branding. It shares some useful advice on branding, understanding consumer needs and placing brands globally amidst fierce competition. Not only this, irrespective of the kind of business, lessons on branding through storytelling and customer understanding would be applicable.
Conclusion
The discussion between Sujata Assomull and Masoom Minawala emerged to be one of the most insightful episodes of The Masoom Minawala Show. While talking about luxury branding, Indian fashion, business, storytelling and the strategy of global business, Sujata gave us lessons that go much beyond the world of fashion. Through this discussion, we were also informed of the present challenges as well as opportunities for the brands in India, but most importantly, of the fact that mere craftsmanship and craftsmanship alone aren’t sufficient. For becoming a globally luxury brand, a brand needs quality combined with powerful storytelling, consistent delivery and a strong long-term vision. That very useful lesson is why the dialogue is considered an inspirational talk for entrepreneurs, designers and creators everywhere.
1. Who is Sujata Assomull?
Sujata Assomull is a fashion journalist, author, editor, and industry expert specializing in Indian fashion and luxury markets.
2. Why did this podcast become popular?
The podcast became popular because it explored luxury branding, Indian fashion, global markets, and entrepreneurship in a highly practical way.
3. What was the main focus of the conversation?
The discussion focused on why Indian fashion struggles to achieve global luxury status and what brands can do to change that.
4. What did Sujata Assomull say about luxury branding?
She explained that luxury is built through storytelling, exclusivity, heritage, quality, and emotional connection rather than price alone.
5. Who should watch this podcast?
Fashion entrepreneurs, designers, marketers, students, creators, and business owners can benefit from watching this episode.
Watch Full Podcast Here:
Sujata Assomull Podcast with Masoom Minawala – Why Indian Fashion Isn’t Considered Luxury Globally
