Fortifying Luxury GTM with Brand Protection Tech in India

India’s luxury market, projected to grow from $17 billion in 2024 to $85 billion by 2030, thrives on rising affluence and digital adoption. Yet, counterfeiting threatens product authenticity and premium security. For senior leaders, embedding brand protection tech in Luxury GTM strategies is critical to combat counterfeiting, ensure product authenticity, and sustain market leadership in India’s competitive landscape.

GTM Context & Strategic Need for Brand Protection Tech

India’s luxury sector, spanning fashion, jewellery, and watches, attracts global and local brands. However, counterfeiting erodes product authenticity, undermining trust and revenue. Luxury GTM success depends on integrating brand protection tech across distribution, marketing, and after-sales to ensure premium security. Omnichannel expansion amplifies risks, as digital channels increase exposure to fakes while demanding robust brand protection tech. Mono-brand stores, e-commerce platforms, and Direct-to-Consumer (DTC) channels must leverage technology to maintain market integrity and consumer confidence.

1. 2025 Trends Driving Brand Protection Tech Demand

• As of June 2025, key trends highlight the need for brand protection tech:

1. Counterfeit Sophistication: AI-generated replicas and grey market e-commerce channels produce near-identical fakes, challenging product authenticity.
2. Consumer Expectations: Indian consumers demand transparency in sourcing and traceability, pushing brands to adopt brand protection tech for premium security.
3. Regulatory Advances: BIS enforces stricter traceability for jewellery and watches, while RBI regulates high-value digital goods. Customs blockchain pilots aim to curb fakes but face delays.
4. Social Media Risks: Viral exposure of counterfeit experiences on platforms like X damages brand reputation, necessitating advanced brand protection tech.

These trends underscore the urgency of integrating brand protection tech into Luxury GTM strategies.

2. Luxury GTM Strategies to Deploy Brand Protection Tech

A hybrid approach combining management, legal, financial, and technological expertise embeds brands protection tech to combat counterfeiting and ensure premium security.

• Authentication Solutions at Entry Points

Deploy brands protection tech at purchase:

1. NFC and QR Codes: Integrate Near-Field Communication (NFC) tags or QR codes into packaging for instant authenticity verification.
2. Blockchain Passports: Use blockchain to create digital passports, tracking product authenticity and ownership history.
3. Concierge Registration: Offer online portals for product registration, linking purchases to secure records for premium security.

• Tech-Enabled Channel Surveillance

Monitor channels with brands protection tech:

1. AI Surveillance: Use AI to scan grey market listings, detect price irregularities, and flag suspicious transactions on e-commerce platforms.
2. CRM Integration: Link CRM with anti-fraud tools to identify unusual purchase or warranty patterns, protecting against counterfeiting.

• Consumer-Facing Technology

Engage consumers with brands protection tech:

1. Verification Apps: Provide apps or chatbots for pre-purchase authenticity checks, building trust in product authenticity.
2. AR Provenance: Use Augmented Reality (AR) to showcase craftsmanship and provenance, reinforcing premium security.
3. Loyalty Platforms: Offer authenticity rewards, repairs, or exclusive services to incentivise official purchases.

• Legal-Compliance & Regulatory Integration

Align brands protection tech with regulations:

1. IP Registration: Register tech features (e.g., QR codes) with DGFT and Customs to block fake imports.
2. BIS and ESG Compliance: Ensure traceability aligns with BIS hallmarking and ESG standards for product authenticity.
3. Data Security: Adhere to FEMA and data protection laws for cloud-based systems, ensuring premium security.

• Strategic Implications for GTM Execution

1. Global Brands: Combine brands protection tech with storytelling to reinforce premium positioning and product authenticity.
2. Indian Brands: Differentiate through craftsmanship and trust-enabling tech, leveraging brands protection tech to compete globally.
3. Investors: Assess brands protection tech as a core IP and valuation lever in GTM due diligence, evaluating counterfeiting risks.

Illustrative Examples

• European Leather Brand: By integrating blockchain-enabled NFC tags and an app-based ownership portal, the brand reduced counterfeiting claims by 65% in India, enhancing product authenticity.
• Indian Jeweller: Using AI-based marketplace scanning and QR-linked authenticity guarantees, the jeweller boosted retention by 40%, strengthening premium security.

Conclusion

In India’s dynamic luxury market, brand protection tech is essential for Luxury GTM success. By embedding authentication solutions, channel surveillance, consumer-facing tech, and regulatory compliance, brands combat counterfeiting and ensure product authenticity. These strategies safeguard premium security, build trust, and position brands for leadership in India’s competitive luxury ecosystem.

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