The Indian luxury industry has long been driven by those from affluent households in the country’s metropolises. But times are changing; the market is now being shaped by millionaire Gen Yers from smaller towns, and this shift is redefining what luxury means to the everyday Indian consumer.

India’s style-savvy young women want to dress to impress, but it doesn’t make sense to splash out on the high street every time a work or social event comes up. Online service Flyrobe lets them rent clothing to suit their occasion, from a gorgeous gown to a stunning sari.

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?

India’s love affair with western fashion began with savvy product placement in Bollywood movies in the ‘90s. But as tastes move beyond Bollywood, Indian actresses become more famous and fashion blogs become more popular, India’s fashion scene is becoming more prominent on both the big and little screen.