Why Bvlgari recreated the ‘mangalsutra’
Live MintIndia is on Bvlgari’s mind. “India is our big challenge and commitment.” A few weeks ago, ahead of the wedding season, Bvlgari launched its first India-exclusive jewellery in the form of a reimagined mangalsutra. The 18-carat yellow gold piece sparked a social media debate on patriarchal oppression but it has also reinforced India’s shine as a luxury market—as Babin puts it, “ the key ingredients of success for the world of luxury.” Livelihoods and businesses may have taken a massive hit owing to the pandemic but luxury brands are making a bet on consumers wanting to indulge themselves after a hard year. What confirms Bvlgari’s interest in India is the announcement made before the jewellery launch: Priyanka Chopra Jonas, the Indian actor who has become a known name in Hollywood, is Bvlgari’s global brand ambassador. Bvlgari launched its first India-exclusive jewellery in the form of a reimagined ‘mangalsutra’ Do you have more plans for the ₹1 trillion Indian wedding market?
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