Every year, as India enters its festive season, there’s a familiar rhythm – the sparkle of lights, the rush of gifting, the quiet satisfaction of renewal. Yet something about how we celebrate, and what we choose to spend on, has changed. For a growing number of consumers, luxury isn’t about owning the biggest or the rarest anymore. It’s about finding something that feels unmistakably personal – a product, experience, or detail that connects to who they are. So, has personalisation become the new definition of luxury? In many ways, yes.
Entering a New Era
India’s relationship with luxury has evolved dramatically in the last decade. Rising incomes have expanded access, but exposure has changed expectations. Industry data suggests that India’s luxury market is on track to reach USD 200 billion by 2030 — yet what drives this growth isn’t just wealth, it’s awareness. People are no longer impressed by excess; they’re drawn to uniqueness and expression.
Festivals bring this into sharp focus. This season is no stranger to moments of reflection and self-presentation, when people want their homes, gifts, and even rituals to tell their story. Whether it’s a handcrafted lamp, a bespoke fragrance, or a bathroom designed to match a personal aesthetic, the common thread is meaning. Luxury has moved from being a display of wealth and opulence into a conversation of identity.
Personalisation Meets Purpose
Another reason personalisation resonates today is that it feels intentional. Consumers associate customisation with care. A conscious decision rather than an impulse buy. It aligns with the larger move toward sustainability and slower, more meaningful consumption.
When someone chooses a product that is built to last, tailored to their space, and made responsibly, it becomes both personal and purposeful. In that sense, personalisation and sustainability are not opposites; they reinforce each other.
The Festival Effect
Festivals have always been emotional catalysts. They make us nostalgic, hopeful, and generous. And that emotional energy is what gives personalisation its power. So a brand helping someone express that feeling through colour, design, or detail creates something memorable.
This change is being observed across industries and categories. High-end apparel brands, for instance, are allowing customers to monogram their initials onto festive wear and home textiles. From luxury vehicle brands to travel companies, customers are now being given free rein to tailor their cars and vacations to their needs and lifestyles. Luxury bathroom and kitchen fittings brands are offering customisation in the form of different finishes, styles, sustainability features, and more, redefining what “premium” feels like. For instance, consumers increasingly ask for bathroom and kitchen fittings that go beyond finishes — technologies that suit their lifestyle, design that makes even washing your hands feel opulent, and water systems that turn a morning routine into a tailored ritual through pressure and temperature adjustments.
For premium brands, the opportunity lies in cultivating what might be called emotional precision — the ability to anticipate and reflect a consumer’s unspoken desires. Whether through intuitive technology, adaptable design, or narrative storytelling, luxury must now perform the dual function of aesthetic delight and emotional resonance.
The Road Ahead: Personalisation as the New Benchmark
The era when luxury was defined by scarcity is fading. As total consumer spending during this festive season is expected to reach between Rs 12 lakh crore and Rs 14 lakh crore, the new era will be defined by how precisely a brand can align with a consumer’s emotional, aesthetic, and ethical compass. Personalisation will no longer be a differentiator; it will be the baseline expectation of premium engagement.
As festive seasons continue to blend tradition with technology, the brands that will stand out are those that humanise design, contextualise technology, and personalise experience. In the language of modern luxury, the greatest indulgence is no longer owning more — it is owning what feels unmistakably yours.
