Our brand philosophy is Slow Commerce: Mohua Das Gupta

Tata CLiQ Luxury, India's premier luxury lifestyle platform, and HSBC recently hosted 'The Luxe Life: Edition 3' with Vogue Business. A special film, titled 'India on the Move,' was screened at this event. 

Tata CLiQ Luxury and HSBC, in association with Vogue Business, hosted ‘The Luxe Life: Edition 3’ featuring a special film, ‘India on the Move’, highlighting the energy and optimism in India underpinned by themes of liberation, revolution, and opportunity. The film, after covering 7,500 kilometers, offers insight into the future through the voices of 44 creatives including CEOs, entrepreneurs, stylists, models, and musicians. Each contributor reflects on beauty, liberation, and their personal interpretations of India’s evolving landscape, showcasing the diverse stories that connect creativity with a renewed sense of purpose.

In an interview with Adgully, Mohua Das Gupta, Head – Marketing at Tata CLiQ Luxury, elaborated on the vision behind The Luxe Life, which serves as a platform for understanding the evolving luxury industry in India. 

The initiative aims to provide consumers with a deeper appreciation of contemporary luxury trends while celebrating influential Indian voices. The Luxe Life seeks to decode traditional luxury concepts as they adapt to modern sensibilities. The program has evolved through previous editions, with each exploring distinct themes related to sustainable luxury and purposeful consumption.

The first two editions were digital; the first in July 2021 focused on decoding purposeful luxury, while the second in March 2022 served as a five-day festival combining digital experiences with shopping. Upon the success of these editions, Tata CLiQ Luxury and HSBC organized the inaugural on-ground event, ‘The Luxe Life: Edition 3’, on January 17, 2023, at The Taj Mahal Palace, Mumbai. The event convened luxury thought leaders to discuss the future of luxury and the concept of slow commerce amid the regenerative shifts post-pandemic. 

The event, themed ‘Moving Fast. Living Slow’, engaged global thought leaders examining slow luxury experiences in a tech-driven context. The sessions included discussions led by leaders from various industries focusing on sustainability, the metaverse, the evolving luxury consumer, and future-proofing businesses in today's digital landscape. Notable speakers included individuals from PlatformE, Authentic Brands Group, Tata Sons, TCS, and renowned designers who shared insights on navigating the current complexities within luxury sectors.

Among the event highlights was the premiere of ‘India on the Move’, a documentary exploring the thoughts and feelings of contemporary India, emphasizing narratives of hope through the experiences of featured creatives. The film was subsequently released on the Tata CLiQ Luxury social media platforms.

Tata CLiQ Luxury strategically targets affluent households in India, constituting about 1-2% of top consumers, utilizing a digital-first strategy that responds to the increasing trend of digital consumption within the luxury sector. To engage customers effectively, the platform combines digital channels with selective media like cinema and programmatic out-of-home advertising to broaden its reach.

Das Gupta explained that the brand philosophy of Slow Commerce differentiates Tata CLiQ Luxury's marketing strategy from competitors. This approach emphasizes the experience of luxury shopping, where craftsmanship, heritage, and the act of mindful purchase are prioritized. By integrating storytelling across platforms, Tata CLiQ Luxury aims to create a distinctive luxury tech platform. 

Their marketing endeavors, including campaigns and engagements with influencers, remain harmonized with this philosophy, enriching the consumer's luxury shopping journey. The overall goal is to create an enriched browsing experience that nurtures quality appreciation and thoughtful consumption.

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