22 January 2026, Mumbai
The Indian luxury landscape is undergoing a structural transformation, evolving from a high-potential frontier into a core global growth pillar. Reliance Brands (RBL) recently reinforced this trajectory by hosting an immersive showcase for Boss in Mumbai, featuring actor Ishaan Khatter. This event signals a broader strategic move by RBL to transition from traditional retail distribution to experiential brand stewardship, as India’s luxury market is projected to cross $15 billion by late 2026.
High-margin experiential retail strategies
Luxury consumption in India is no longer confined to product ownership but is increasingly driven by cultural capital and ‘memories over materialism.’ By positioning the Boss Fall/Winter 2025 campaign through cinematic storytelling and sculptural installations, RBL is tapping into the growing ‘Henry’ (High Earner, Not Rich Yet) and Dink segments. These demographics are pushing demand for lifestyle-led luxury, contributing to an expected 21.4 per cent annual growth in experiential luxury services across major Indian metros.
Navigating global headwinds and portfolio integration
While the global parent, Hugo Boss, has signaled 2026 as a year of ‘consolidation and realignment’ due to subdued demand in China and the US, the Indian market remains a rare high-scale opportunity. RBL’s recent internal merger with Reliance Retail Ventures aims to eliminate operational redundancies and leverage a massive network of nearly 20,000 outlets.
This integration allows premium brands to scale more efficiently despite volatile global freight costs and shifting trade policies.
Future-proofing through premium diversification
RBL continues to aggressively expand its portfolio, recently securing a master franchise for Italy’s Max & Co and acquiring global rights for prestige beauty brands. India is now firmly positioned among the top three fastest-growing luxury markets globally, notes a recent sector report. By integrating star-led engagement with aggressive physical expansion, Reliance is constructing a sustainable ecosystem that bridges global fashion standards with the nuances of the domestic affluent consumer.
Strategic market leadership
Reliance Brands Limited (RBL) operates as the luxury and premium arm of India’s largest retailer. Since 2007, it has brought over 85 international icons—including Burberry and Bottega Veneta—to the Indian consumer. Currently managing 1,590+ stores, RBL is a key driver in Reliance’s goal to achieve a 20% CAGR in retail revenues through 2028.
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