Bridging the Generational Divide: Appealing to Younger Generations in Luxury GTM

India’s luxury market demands innovative Luxury GTM to attract younger generations like Gen Z and millennials while retaining traditional clientele. Senior leaders must balance modern relevance with heritage appeal through premium marketing. As a senior hybrid consultant with expertise in management, finance, legal, and technology, I offer strategies to navigate this dual challenge in India’s luxury sector.

Understanding the New Luxury Consumer: Younger generations (Gen Z) and Millennials

India’s luxury market, valued at $8–9 billion with a 10–12% CAGR, sees younger generations driving growth in Tier 1–2 cities. Gen Z prioritises authenticity and digital fluency, while millennials value experiences and personalisation. Luxury GTM must address these premium marketing shifts without diluting heritage appeal for traditional buyers.

1. Bridging the Younger Generations Divide in Luxury GTM

• Younger generations require a strategic Luxury GTM approach:

1. Embracing Digital Innovation: Use AR try-ons and TikTok content to engage Gen Z at 03:32 PM IST on Monday, June 30, 2025, maintaining a premium digital presence.
2. Cultivating Cultural Relevance: Integrate Diwali narratives to connect with millennials while honouring heritage.
3. Nuanced Premium Marketing: Customised campaigns—heritage-focused for traditional clients, innovation-driven for younger generations.

This balances modern and legacy appeal in Luxury GTM.

2. Hybrid Consulting Insights

• A hybrid lens enhances Luxury GTM for younger generations:

1. GTM Planning: Launch phased campaigns, testing Gen Z responses in select cities.
2. Branding: Create sub-collections with contemporary designers to appeal to millennials without altering core identity.
3. Legal Positioning: Secure IP for digital storytelling and creator collaborations.
4. Tech Enablement: Deploy AR and AI for personalised premium marketing experiences.
5. Financial Trade-Offs: Balance influencer budgets with heritage campaigns for optimal ROI.
6. Organisational Advisory: Train staff to bridge Gen Z and traditional client needs with CRM tools.

These insights optimise Luxury GTM effectiveness.

Illustrative Example

Tanishq Success: Tanishq launched “Mia by Tanishq” in 2024, targeting younger generations with lightweight designs and digital promotions via micro-influencers. It retained traditional clients with heritage collections, achieving 20% sales growth and proving a cohesive Luxury GTM strategy.

Conclusion

Younger generations transform Luxury GTM, requiring brands to blend modern relevance with heritage appeal through premium marketing. Strategic digital innovation, cultural storytelling, and staff training ensure success with Gen Z and millennials while preserving traditional loyalty. With LawCrust’s expertise to help, leaders can master this balance.

About LawCrust

LawCrust Global Consulting Ltd. delivers cutting-edge Hybrid Consulting Solutions in Management, Finance, Technology, and Legal Consulting to ambitious businesses worldwide. Recognised for our cross-functional expertise and hybrid consulting approach, we empower startups, SMEs, and enterprises to scale efficiently, innovate boldly, and navigate complexity with confidence. Our services span key areas such as Investment Banking, Fundraising, Mergers & Acquisitions, Private Placement, and Debt Restructuring & Transformation, positioning us as a strategic partner for growth and resilience. With an integrated consulting model, fixed-cost engagements, and a virtual delivery framework, we make business transformation accessible, agile, and impactful.

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