The Era of HMT: Pride in Indian Craftsmanship
There was a time when brands like “Janata,” “Pilot,” “Kohinoor,” and “Sona” were synonymous with Indian pride. Iconic HMT (Hindustan Machine Tools) watches, launched in 1961, became a household name during the 1970s and 80s, with over 100 million units sold. These watches weren’t just timepieces but symbols of self-reliance and local craftsmanship. Owning an HMT watch was a statement—a badge of honor reflecting the belief in India’s growing industrial strength.
A Changing Consumer Landscape
Fast forward to today, and Indian consumerism has undergone a significant transformation. Over the past two decades, Indian companies have shifted their strategies, focusing not only on “Made in India” but also on global brand perceptions. Brands like Van Heusen, Louis Philippe, and Allen Solly—which evoke images of European luxury—are actually owned by the Indian conglomerate Aditya Birla Group. As the Indian apparel market races toward a projected value of $135 billion by 2025, brands are aligning themselves to capture the aspirations of this booming consumer base.
Evolving Aspirations: The Quest for Global Appeal
The modern Indian consumer is no longer satisfied with local pride alone. They seek brands that offer international appeal, status, and sophistication. A “Van Heusen” shirt, for example, speaks of worldliness and success in a way that many Indian-sounding brands may struggle to do in today’s globalized world. India’s 460 million millennials and Gen Z consumers in 2023 are highly brand-conscious, viewing fashion as a symbol of personal identity and aspirations. It’s not just about buying clothes—it’s about adopting a lifestyle that reflects their upward mobility.
Beyond Apparel: Global-Sounding Indian Brands
This shift toward global aspirations isn’t limited to fashion. Brands like Peter England (another label that sounds British but is Indian) and Royal Enfield have crafted identities that resonate internationally while still drawing on their Indian roots. Royal Enfield is a prime example, now the global leader in the mid-size motorcycle segment, selling over 800,000 units annually. Indian brands like these are capturing both domestic and international markets, symbolizing the blend of local production with global prestige.
Rising Disposable Incomes and a Growing Middle Class
The driving force behind this change is a combination of rising disposable incomes, greater exposure to global media, and an aspiration for social mobility. India’s middle class, which accounted for 31% of the population in 2021, is expected to grow to 55% by 2025. This expanding consumer base craves brands that reflect their elevated lifestyles and ambitions. The “Made in India” tag, while important, is no longer enough. Consumers are increasingly drawn to labels that resonate on a global level, aligning with their growth and desire for social validation.
Perception is Reality: The Shift to Lifestyle Brands
This new wave of aspirational branding is driven by a deeper understanding that perception is reality. Today, products are not just about functionality—they are reflections of a consumer’s identity, status, and taste. In India’s $6 billion luxury goods market (which is growing at 10% annually), consumers are seeking out brands that enhance their social image. They’re no longer content with just domestic goods; they’re investing in lifestyle markers that elevate their social standing.
The Rise of Global Indian Brands in Multiple Sectors
Indian companies across sectors are recalibrating to meet this new demand. Tata Motors’ Jaguar Land Rover and Mahindra’s acquisition of Pininfarina are excellent examples of Indian firms leveraging global brand equity to cater to international and domestic markets. Even in the tech and digital space, companies like Ola and Zomato are expanding globally while remaining rooted in their Indian origins. These companies are adeptly navigating the line between Indian heritage and global consumer expectations.
Balancing Global Validation and Local Identity
However, this shift raises an important question: in the pursuit of global validation, are we losing something inherently Indian? HMT, once the pride of Indian self-reliance, shut down in 2016 after years of financial difficulty, marking the end of an era. While companies like Aditya Birla have adopted global-sounding names to appeal to international markets, there is a risk of distancing themselves from the very heritage that once defined them. The challenge is to merge local craftsmanship with global branding while maintaining an Indian identity.
Conclusion: The Future of Indian Branding
The journey from Janata to Van Heusen reflects India’s larger cultural and economic transformation. What began as a celebration of local pride has evolved into a quest for global recognition. The real test for Indian companies is whether they can balance global prestige with local ingenuity. As India’s middle class continues to rise and its influence on the global stage grows, future Indian brands will need to master this balance—reflecting local innovation while appealing to an increasingly globalized consumer base.
India’s aspirations have undoubtedly changed. The question is: will future Indian brands successfully combine local pride with global prestige, or will the quest for external validation overshadow their roots? Only time will tell how companies navigate the delicate balance between heritage and modernity in the years to come.
