Bvlgari's Indian Affair

From Expanding Its Footprint To Indianising Its Offerings, The Italian Maison Is Wooing The Indian Luxury Consumer

- Smita Tripathi

Hollywood Icon Elizabeth Taylor once said that the only Italian word she knew was 'Bvlgari', the famed Italian luxury house. Jean-Christophe Babin, the company's Group CEO, is hoping a large number of Indians will say the same. "We have strong ambitions for India," says Babin in a conversation with Business Today. He adds that India is small right now because of limited distribution, but that will change. "Five years down the line, India will have four directly-operated stores and around five-six indirect stores. So, around 10 points of sale that not only showcase watches but jewellery, which is our core business," says Babin.

Bvlgari opened its flagship store in New Delhi's DLF Emporio mall in 2014. In 2023, it will open its second store-in Mumbai. It has also partnered with luxury watch retailer Ethos, which retails Bvlgari watches in its outlets, to display jewellery as well. The first such shop-in-shop opened in Hyderabad this July. "Globally, high-end watches and jewellery are often retailed from the same stores. It wasn't happening in India, but we are excited about the collaboration. We will see very aggressive growth over the next couple of years," says Yashovardhan Saboo, Founder and Chairman of Ethos.

Bvlgari had entered India in 2004 when the luxury market was nascent. But it shut shop in 2011, after French luxury conglomerate LVMH Moët Hennessy Louis Vuitton acquired a controlling stake in it. Three years later, Bvlgari was back, by way of a subsidiary. However, the luxury jewellery market was still emerging.