At Tata CLiQ Luxury, we follow the brand philosophy of Slow Commerce: Mohua Das Gupta

Tata CLiQ Luxury, India’s premier luxury lifestyle platform, and HSBC recently hosted ‘The Luxe Life: Edition 3’ in association with Vogue Business. One of the highlights of this event was the screening of a special film, titled ‘India on the Move’. India is brimming with energy and optimism and the endeavour of this film was to capture liberation, revolution, and opportunity that are driving a change in our needs and desires. As a result, it has impacted the way we think, feel, and consume.

After travelling 7,500 kilometres across the country, this film captures the enthusiasm, eagerness to go, and inspiring stories of hope, optimism, and beauty through the voices of 44 creatives. Creators from different walks of life, such as CEOs, entrepreneurs, stylists, models, musicians, fashion consultants, and authors, are featured in the film and share their thoughts on what beauty, liberation, and India on the Move mean to them. The film gives the audience a glimpse into the lives of various personalities who have been inspired by beauty in different forms and are filled with energy and creativity to push their boundaries to create new things.

In conversation with Adgully, Mohua Das Gupta, Head - Marketing, Tata CLiQ Luxury, speaks about the Evolution of luxury industry, Luxury with purpose, ‘India on the move’, engagement with the audience, marketing strategies, and more.

What is the vision behind the Luxe Life?

The Luxe Life is Tata CLiQ Luxury’s flagship property and an ongoing review of India’s ever-evolving luxury industry. The objective was to offer consumers a nuanced, elevated view of the latest movements in the world of luxury by championing new ideas and trends and celebrating India’s most thought-provoking voices. Given how the luxury industry has evolved and how the new world of luxury transcends conventional norms, The Luxe Life aims to decode these norms.

The first two digital editions of ‘The Luxe Life’ explored insightful conversations and featured films from global tastemakers and luxury insiders. The first edition was introduced in July 2021 to #decodethenew ideas and themes that drive Luxury with Purpose across fashion, beauty, design, and more while the second edition held in March 2022 was a five-day digital film and shopping festival with a #visionforfuture.

After the success of the first two digital editions, Tata CLiQ Luxury and HSBC hosted ‘The Luxe Life: Edition 3’, in association with Vogue Business, on January 17, 2023, at The Taj Mahal Palace, Mumbai. The first Luxe Life on ground event brought together luxury thought leaders and tastemakers to discuss the future of luxury and slow commerce through the lenses of technology, sustainability, and innovation.

With the theme of ‘Moving Fast. Living Slow’, the event provided a forum for thought leaders from India and across the globe to discuss how the slow luxury experience is changing in relation to the rest of the world, embracing new technologies, and forging ahead following the pandemic’s pause. The day long event had an exclusive line-up of sessions and curated experience for the guests. Renowned leaders such as PlatformE’s Gonçalo Cruz, Authentic Brands Group’s Henry Stupp, Tata Sons Brand Custodian Harish Bhat, TCS Extended Reality (XR) Lab’s Dr Ashok Maharaj, designers Anita Dongre and Masaba Gupta, BCG’s Abheek Singhi, Meta’s Meghna Apparao, and others discussed themes such as slow commerce and sustainability, luxury and metaverse, understanding the new luxury customer, futureproofing one’s business in the Web 3 age, and more.

In addition, a special film titled ‘India on the Move’ was premiered at the event and has been released digitally on the Tata CLiQ Luxury social media channels. As the country brims with energy, raring to go, this documentary explored what India is thinking, feeling, and consuming. The film discovers the inspiring stories of hope, optimism & beauty through the voices of 44 creatives from across India.

What is your media mix strategy and how do you engage with your audience?

As a luxury e-commerce platform, we target a very niche audience segment, i.e., the top 5 million affluent households, or 1–2% of the top consumers in India.

Digital as a medium has been booming for the past few years and is scaling up in the luxury segment. Most of these consumers are digital natives, and given our footprint in e-commerce, we are digital first in our approach. We leverage digital and social effectively to drive our brand messaging, deliver an engaging brand narrative, and reach out to our existing and new customers.

In addition, to drive brand reach across relevant audience cohorts, we leverage selective mass media channels such as cinema and programmatic out-of-home.

On what terms do you think your approach differs from fellow competitors when it comes to marketing strategies?

At Tata CLiQ Luxury, we are embracing our brand philosophy of Slow Commerce, where the focus switches to finer elements like craftsmanship, heritage, and the value of an experience when shopping for luxury. It is about slowing down to savour the experience, appreciating the craftsmanship, and making thoughtful purchases. It is through this philosophy and our story-telling approach across all consumer touchpoints that we are building a luxury tech platform that differentiates us from other e-commerce platforms. This approach has also shaped our marketing strategy, right from communication and campaign strategy to storytelling that is done via our visual merchandising on the platform to the kind of thought leadership events and IPs we curate. It also guides our social, content, and influencer engagement activities.

Our efforts will be focused on continuing to build on this approach to enhance the luxury shopping experience, where browsing is a delight and ‘Quality is Nurtured’.