Growth and Consumer Insights in India’s Luxury Retail Sector: A Study of House of Anita Dongre

The luxury retail industry in India has experienced significant growth over the past decade, driven by rising disposable incomes, globalization, urbanization, and evolving consumer preferences. Consumers increasingly seek exclusivity, quality, and status through luxury purchases. This study examines the growth of luxury retail in India with special reference to House of Anita Dongre, a prominent Indian luxury fashion brand known for its sustainable and heritage-based designs. The research is based on primary data collected through structured questionnaires and supported by secondary data from academic journals, industry reports, and articles. A descriptive research design was adopted, and statistical tools such as the chi-square test were used for hypothesis testing. The findings indicate that while consumers perceive luxury products as aspirational and high-quality, brand awareness remains relatively low. Digital platforms play a crucial role in influencing consumer awareness and purchase decisions. The study concludes that luxury brands should focus on enhancing marketing strategies, strengthening digital presence, and improving customer engagement to achieve sustainable growth.