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April 19, 2024

Indian luxury consumers are increasingly buying products online, say Tata Cliq Luxury’s brand heads

Aliya Ladhabhoy
As the world is joining the digital bandwagon at an accelerated pace this year, consumers have become more comfortable with buying luxury online. One of the brands that have benefitted from the altered demand is Tata Cliq Luxury, which has grown threefold since its launch in 2016. They segregated their portfolio into International and IndiLuxe in 2017.
One of the largest online marketplaces from India with over  international and Indian luxury brands, the portal has been keeping up with the times by launching new initiatives on the home and gourmet front.
In July 2020, they teamed up with Indian designers Anavila, AntarAgni, Doodlage, Jodi Life, Ka-Sha, Khanjio, Nappa Dori, Padmaja, Payal Singhal and Urvashi Kaur to launch limited-edition aprons under the Apron Project 2020, to announce their foray into artisanal food retail.
Tata Cliq Luxury
The Apron Project
In August, they added products from the Taj Hotels to their list of home improvement and décor category.
And in November, they capitalised on the gifting sentiment just before Diwali. The increased demand for #MadeinIndia products post the launch of #vocalforlocal campaign, to drive economic consumption in the country, drove Indiluxe’s collaboration with some of India’s unique artisanal and luxury brands like the Nut Maker, Ayurganic, Pahadi Local, Arttd’inox, Ellementry, Baarique, Coppre, Kaunteya and others to offer curated gift sets that range from Rs3,500 to Rs12,000.
Rina Shah, Brand Head, Tata Cliq Luxury
Rina Shah, Head of Indiluxe, Tata Cliq Luxury
Gitanjali Saxena, Head of International Luxury Brands, Tata Cliq Luxury
Tata Cliq Luxury’s brand heads Rina Shah of IndiLuxe and Gitanjali Saxena of International luxury brands share the portal’s growth story, their upcoming plans, and their strategy to go global.
Below are excerpts from the email interaction:
What changes did you see in consumer buying patterns post the lockdown?
Consumer buying patterns have definitely changed post lockdown. For the luxury segment, a significant uplift was observed pre-Diwali, mainly on account of low traffic in the offline space, coupled with the addition of newer product categories like home decor, sneakers, gourmet, fragrances and jewellery, on our platform.
Even for Indiluxe products, which customers preferred buying offline pre-COVID, have seen a massive shift towards online shopping. Even brands and designers have started focusing more on online channels by making an e-commerce savvy catalogues (standard sizing, ready-to-ship inventory).
Categories like home and gourmet have seen faster growth.
Read: These vegan-friendly restaurants in Mumbai, Delhi and Bengaluru offer the ultimate ‘foodilicious’ fix!
Ritu Kumar Home accessories
Ritu Kumar Home collection inspired by the Kanni and jamavaar shawls available on Tata Cliq Luxury
Has #vocalforlocal campaign impacted online shopping?
Pre-Covid, people were more inclined towards international brands due to their popularity and aspirational value. However, we do see that customers are more willing to buy Indian, hand crafted merchandise today, specifically in the ethnic and home space.
What was the response to the Apron Project? 
The Apron Project was a strategic marketing-driven initiative that helped us successfully launch gourmet as a category and promote talented designers. It celebrated the powerful synergy between design and cooking. We launched it during the lockdown when India was discovering its cooking talent. The project received a good response, mileage, and appreciation. We will be launching more such limited-edition projects. The Chocolate Project will be launched in the next 10 days.

How will you stand out in the crowded gourmet space in India?
Gourmet is, indeed, a crowded space. However, Tata Cliq Luxury has carved a niche for itself with handpicked, curated range of premium artisanal products ranging from coffee, tea, chocolates, cheese to fresh food. We have 50+ brands that sell farm-fresh produce grown via soilless farming techniques and freshly ground gluten-free flours. There are very few players in this category, both, in the online and offline space. For us, it is a newly launched retail space and the plans are to expand it three-fold in the coming year.
What are the challenges in retailing Indian luxury online?
Experience and authenticity are the main drivers in customer acquisition in the luxury space. People trust Tata ventures and our products.
In pre-Covid times, customers were inclined to touch and feel the product. This behaviour, however, is increasingly changing in India and across the globe. In terms of experiences, Tata Cliq Luxury is continuously adding newer brands to improve the catalogue availability and shorten delivery timelines.

Which Indian designer is the most popular on the website?
Indiluxe is a great platform for launching newer designers to offer a curated product-centric proposition to the customer and a well- established premium online portal for the designers/brands. We have designers and labels ranging from Ritu Kumar, Masaba Gupta, Payal Singhal, AMPM, Anita Dongre, Abraham and Thakore, Rajesh Pratap Singh and newer designers like Kharakapas, Omaana Jaipur, KOS, Kora, Mulmul and many more. Catalogues from each brand/designer are well-curated as per the tastes and likes of our customers.
AMPM’s Zahia collection available on Tata Cliq Luxury. Source: Instagram/AMPM
What are the future plans for the platform?
The plans are to add more product categories, brands and projects, next year.

Read: Where to buy the stylish outfits of Netflix’s show Fabulous Lives of Bollywood Wives



Kannav Chaudhary


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