Why does every luxury brand want an Indian face right now?

The global luxury industry is undergoing one of its biggest resets in decades. With China’s luxury boom slowing and mature markets like Europe and North America witnessing softer demand, brands are actively searching for their next engine of growth. India, meanwhile, is emerging as exactly that. According to Euromonitor International, India’s luxury market is expected to cross $12 billion and grow by around 10% annually, making it one of the fastest-growing luxury markets in the world. Bain & Company, meanwhile, continues to identify India as one of the few markets capable of delivering sustained long-term growth while much of the global luxury sector grapples with slower sales.

The country is minting millionaires at one of the fastest rates globally, its Gen Z and millennial consumers are entering luxury earlier than previous generations, and demand is expanding well beyond Mumbai and Delhi into tier 2 cities like Hyderabad, Ahmedabad, Pune and Chandigarh. Even as the global personal luxury goods market has largely plateaued, India remains one of the few bright spots luxury CEOs continue to mention in earnings calls.

But luxury today isn’t just about opening more boutiques, it’s also about the face you’re putting to your brand. Here comes India’s luxury brand ambassador boom into the picture. Be it Alia Bhatt joining Gucci to Priyanka Chopra Jonas being the face of Bvlgari, Bentley and Rolex, brands are betting big on the country’s vast diaspora, rapidly growing affluent class and an influential digital audience that shapes conversations far beyond national borders. Below, we’ve listed some notable Indian brand ambassadors representing the country globally.

Priyanka Chopra

In 2021, PCJ was appointed as Bvlgari’s Global Brand Ambassador, joining an elite roster of international names Zendaya, BLACKPINK’s Lisa, Lily Aldridge and more. The partnership has since seen her become a fixture at Bvlgari’s most exclusive events – from high jewellery collection launches to gracing the Met Gala in Serpenti edits.

Just this month, she added another feather to her cap as Rolex’s newest Testimonee in cinema, placing her alongside icons like James Cameron, Leonardo DiCaprio, Zendaya and Martin Scorsese. But what makes this appointment a masterclass in marketing is that it allows Chopra Jonas to represent two of the world’s most prestigious luxury maisons simultaneously, which is a rarity in the luxury industry. While she continues her association with Bvlgari’s jewellery division, Rolex recognises her achievements across film, production and humanitarian work, making her represent their watches.

Alia Bhatt

Alia Bhatt’s relationship with Gucci wasn’t a one-off red carpet moment, but a culmination of a carefully made fashion journey. In May 2023, shortly after making her Met Gala debut, the actor was announced as Gucci’s first-ever Indian Global Brand Ambassador, signalling the Italian maison’s growing focus on India as a key luxury market. She made her debut in the role at Gucci’s Cruise 2024 show in Seoul, joining the house’s international roster of ambassadors. Since then, Bhatt has become a familiar face at Gucci’s runway shows and marquee events, actively shaping the global luxury conversation. 

Deepika Padukone

Long before luxury brands began looking to India as one of their fastest-growing markets, Deepika Padukone had already caught their attention. In 2022, she made history as the first Indian House Ambassador for Louis Vuitton, following an association that began with the French maison’s Pre-Fall 2020 campaign before evolving into a long-term partnership. Her appointment coincided with a landmark year that saw her serve on the Cannes Film Festival jury, where her Louis Vuitton looks generated significant global visibility for the brand. Later that year, Cartier welcomed Padukone as its global brand ambassador, making her one of the few Indian celebrities representing two of the world’s most prestigious luxury houses simultaneously. 

Ananya Panday

In 2025, Ananya made history as Chanel’s first-ever Indian brand ambassador, but what made the partnership feel organic was her genuine relationship with Chanel – be it attending its Paris Fashion Week shows, wearing the house consistently and gradually becoming a familiar face within its global fashion circle before the official announcement. Last month, she was named the official ambassador of Chanel Beauty as well. Now, she’s adding another coveted name to her luxury portfolio as a Friend of Piaget, joining the Swiss maison at its high-jewellery gala in Monaco. While not a full ambassadorship (yet), the “Friend of the House” title is often luxury’s way of nurturing long-term talent before bigger collaborations. 

Triptii Dimri 

Triptii Dimri’s meteoric rise reached a new milestone in April 2026, when Victoria’s Secret named her its first-ever Indian brand ambassador. For a brand that has never before had an Indian celebrity officially front its campaigns, the news signalled a deeper commitment to one of luxury retail’s fastest-growing markets. Interestingly, the decision wasn’t just about star power. Victoria’s Secret’s India partner, Apparel Group, revealed that after spending years understanding the Indian consumer, the brand felt it was finally the right moment to appoint a local face. Triptii represents Victoria’s Secret’s new era: less about the traditional “Angel” fantasy and more about confidence, individuality and effortless sensuality. 

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