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  • Why aren’t Indians buying the real deal?
  • Why aren’t Indians buying the real deal?
    BMW Guggenheim Lab, Creative Commons (2013) ©
REPORT

Why counterfeit products are hot in India

Counterfeit goods, from handbags to headphones, are popular among aspirational consumers who can’t afford the real thing. But widespread fakes are having a negative impact on brands looking to sell in India. How do Indians perceive counterfeit goods, and why is the domestic market so huge?

Location India

Scope
Amit Chaurasia, a 35-year-old technology professional based in Mumbai, regularly buys knock-off electronics and clothes, recently purchasing imitation Reebok and Nike trainers. “I do buy counterfeit articles because they're cheaper and branded goods are not worth the money,” he says. [1]

Chaurasia is just one consumer in India’s thriving counterfeit retail market, which is being driven by factors including the inability for many Indians to afford branded products, the lack of genuine items, and weak laws governing the sector. This is bad news for major brands like Louis Vuitton and Adidas, who are turning their attention to ...

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