Luxury brands like Gucci and Louis Vuitton are no longer confined to India’s major cities. High-end shopping trends are now thriving in smaller towns and less-urbanized areas across the country.
Tata CLiQ Luxury has seen some noteworthy purchases this year, including pre-owned Rolex watches in Ajmer and Nagpur, Mulberry handbags in Nadiad and Aligarh, and Bvlgari products in Etah and Karimnagar. These examples highlight the expanding reach of luxury e-commerce.
E-commerce Transforms Luxury
“E-commerce has transformed the luxury market by making it more accessible,” said Gopal Asthana, CEO of Tata CLiQ. “On our platform, about 55% of total revenue now comes from non-metro markets.”
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Even Tata CLiQ Luxury’s TimeVallee portfolio, which features prestigious brands like Cartier, IWC, Jaeger-LeCoultre, Panerai, and Piaget, generates roughly 40% of its sales from smaller cities. “The increasing demand underscores the evolving aspirations of Indian consumers while also reaffirming our commitment to bringing premium brands to every corner of the country,” Asthana added.
Small Towns Increasingly Important
The shift isn’t limited to Tata CLiQ. Neeraj Walia, managing director and CEO of Montblanc India, revealed that online sales from smaller towns have doubled compared to last year. “We’re seeing customers in cities like Ranchi, Kanpur, Guwahati, and Gwalior purchasing limited editions and exclusive products,” he said. “Currently, we serve over 320 cities online—a significant jump from the 230 cities we reached just 18 months ago. Leather goods, in particular, are performing exceptionally well.”
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This surge in luxury spending from smaller towns is redefining the market, signaling a new era for high-end retail in India.
