About Us

India has been marked as a potentially viable market for International Luxury brands. With the fastest growing millionaire population in the world, it presents immense scope for brands and services affiliated with Luxury.

L’EXPERIENCE - The Luxury Experiential Marketing division of the Network 18 group, has been established with the objective of developing insight into the burgeoning Indian Luxury Market.

Apart from becoming a service agency delivering the highest level of creative solutions, the division aims at understanding and identifying the hidden cultural strands in consumer behavior that can serve as a reference point for Brands to build their strategy.

LUXURY EXPERIENTIAL MARKETING:

Reinforcing a niche positioning, by creating experiences that reflect alignment with the ethos of Luxury.

January 6, 2011 at 4:26 am art, design, business lyfestyle, fashion admin 142

A BAIT CALLED LUXURY - 1

Luxury seems to be the buzzword used across marketing campaigns of mass brands these days. From real estate to automobiles to every other conceivable product category, brands across the board are launching products claiming entitlement to the elusive.

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January 6, 2011 at 4:26 am art, design, business lyfestyle, fashion admin 142

A BAIT CALLED LUXURY - 2

Understanding this fascination to use Luxury, as a prefix requires an understanding of what Luxury means to a common man. It is also imperative to figure out what does Luxury mean to mass brands claiming entitlement to Luxury?

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January 6, 2011 at 4:26 am art, design, business lyfestyle, fashion admin 142

INDIA INSIGHT - AURANGABAD

In the summer of 2010, the world took notice of a small town in Maharashtra called Aurangabad.

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January 6, 2011 at 4:26 am art, design, business lyfestyle, fashion admin 142

INTERVIEW WITH MR. SACHEEN MULAY

Most of us were childhood friends, who grew up playing together. Some are second-generation businessmen while others belong to the first generation.

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January 6, 2011 at 4:26 am art, design, business lyfestyle, fashion admin 142

LICENSING & CO BRANDING - 1

It would be difficult to put a finger on the first instance or trace a definitive history of luxury brand alliance.

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INTERVIEW WITH MR. SACHEEN MULAY

Most of us were childhood friends, who grew up playing together. Some are second-generation businessmen while others belong to the first generation. The idea was to make Aurangabad a sought after destination for which a point of attraction had to be created. So we came up with the idea to buy Mercedes.

The Aurangabad group has been in existence for more than 3 years now. People within this group have similar thinking and share good understanding with each other. There are more than 10 car dealers in the group who enjoy healthy competition amongst themselves. Initiatives had been taken earlier to get Aurangabad noticed but nothing materialized. This particular initiative on the other hand has been noticed by everyone. The original idea came about from a few people like Sachin Nagori, Rahul Dhoot and myself. We wanted to make Aurangabad the next business destination. People have started noticing Aurangabad after this initiative and various big brands have started entering the Aurangabad market post the Merc-revolution. Earlier common people were of the opinion that Aurangabad is a poor and backward city. Now it is a matter of great pride for them that on a single day 150 Mercedes amounting to a value of over 60 crores have been sold. Unfortunately, the roads are still in a very bad condition. In retrospection, it wasn’t a small effort to get 150 people together. This association is a result of trust and mutual belief. People relied on us and that’s why something of this magnitude happened. In fact, almost 100 people were first time Mercedes buyers. Now it feels great that people from other cities like Kohlapur are following in our footsteps and doing bulk bookings.

The customer profile in our group consists of lawyers, doctors, small traders, real estate agents and chartered accountants. All people are not businessmen; there are professionals as well. It wasn’t very hard to convince people from the service industry because they think alike- they were keen on getting Aurangabad on the international map. It was going to indirectly benefit Aurangabad. It became very important to share this common goal. I personally bought an S class just for my group, even though I wanted to buy some other car.