Luxe Inferno

Luxe Inferno is a philosophical quest for the true meaning of luxe. It traces the journey of a luxe-o-holic through the nine circles of Inferno described by Dante Alighieri in Divine Comedy. It is a heady mix of facts and fiction comprising in-depth analysis of the various facets of luxury, based on research spanning over a decade. Through contemporary essays the book also explores luxury from marketing and branding perspectives. This is the third book of The Luxe Trilogy, the first two books comprise Decoding Luxe, exploring the dazzle, and Dark Luxe, exploring the darkness that secretly hides behind this luxe.

The Quiet Luxe is an authoritative research-based manual for understanding the history and evolution of “quiet luxury” and includes lectures delivered in the Bath Business School in the United Kingdom. Quiet luxury is a minimalist approach to luxury and fashion that emphasizes timeless elegance, legacy, aesthetics, subliminal ego, and exclusivity. The book explores the uniqueness of luxury brands that are dependent on beauty, art, design and aesthetics. It deep dives into the strategic perspective of leading luxury brands, which cater to both “quiet luxury” and “loud luxury” consumers -- Aesthetes and Connoisseurs versus the Flaunters. The book traces the history of “loud luxury” from the days of the Maharajas to the Great Indian Aspiring Middle Class of today versus the rise of ego-driven “quiet luxury” with the New Maharajas, the Richie Rich, who only flaunt to those who can afford.

Bharat, A Luxe Story is an authoritative, research-based anthology of essays exploring various facets of luxury from the perspectives of Sociology, Philosophy, Anthropology, History, Politics, and Economics, revolving around India, that is Bharat, to find a deeper meaning of luxe beyond the myopic ‘price tag’ and towards democratisation of luxury. It is the 10th book of Professor Mahul Brahma launched in the UK, commemorating two decades of his journey as a luxury commentator and columnist. It captures the centuries-old love affair between Bharat and global luxury brands. From Cartier’s Patiala Necklace with 234.5 carat De Beers diamond to custom-made Louis Vuittons and Rolls Royces, Bharat has been the epicentre of branded luxury. The book traces the evolution of luxury in Bharat with the passage of time and change of perspective of Indians, redefining the mythic value of luxury. It traces the passage of Bharat, all set to become USD 10-trillion economy, from the dazzling loud luxury to new-age revolution of quiet luxury.

Luxe Inferno is a philosophical quest for the true meaning of luxe. It traces the journey of a luxe-o-holic through the nine circles of Inferno described by Dante Alighieri in Divine Comedy. It is a heady mix of facts and fiction comprising in-depth analysis of the various facets of luxury, based on research spanning over a decade. The second part is a compilation of contemporary essays on luxury marketing and branding. This is the third book of The Luxe Trilogy, the first two books comprise Decoding Luxe, exploring the dazzle, and Dark Luxe, exploring the darkness that secretly hides behind this luxe.

The ‘Song on the nowhere road’ is a novel about the heart-rending trauma of unrequited love. Set in Bangalore in the early nineties, it traces the life of the bachelor protagonist, Ananto Roy, a young corporate executive with a penchant for English literature and rock-music. Working in a government owned company, he comes into contact with a variety of friends and acquaintances whose foibles and romantic flings bring out various shades of interpersonal relationships in the diverse cultural milieu of modern-day urban India. Falling in love with the bewitchingly charming, but unattainable Sini Menon, Ananto finds his very world shaken to its roots which forces him to ask profoundly disturbing questions.

The book is a research-based manual for a CXO as well as an organisation to transform into an Aesthetic Leader. This book aims at understanding the origin and scope of aesthetic leadership and includes my lectures delivered in the United Kingdom. The book explores the uniqueness of businesses that are dependent on beauty, art, design and why these need unique leadership acumen wherein the leader himself or herself has to be an integral part of generating the competitive advantage – aesthetics. It also explores the strategic perspective of leading luxury brands with a certain finesse that only aesthetics can provide, especially while handling multi-billion-dollar ‘Quite Luxury’ with Aesthetes and Connoisseurs. It explains how an organisation needs to restructure itself towards creative- and aesthetic-centricity in luxury. The book explains the role of disruptors from technology space like Apple wherein design and aesthetic-obsessive behaviour of a true aesthetic leader Steve Jobs is the core competency for charging super premium, behaving just like a luxury brand. The book is a comprehensive narration of the story of aesthetic leadership in luxury along the various strategy contours of art, beauty, design, creativity and of course, aesthetics.

The two critical aspects that go mostly missing in experiencing our lives fully as we become more and more mature are slowness and silliness. There is not much literature on these two vital aspects of our lives that is mostly looked down upon in a world dominated by speed and seriousness, or the act of it. Yes, being dead serious or acting so is the only acceptable solution if you want to be taken seriously by your family, friends and peers. Along the way unwittingly your professional life has been mixed with your personal life. The concept of work from home has eliminated the blurred line between professional and personal space. Seriousness finds entry into a space that is meant to be silly, and the fast pace enters a life that is meant to be slow. Slowness and silliness thus have no room left in your office-home space. This book, in two parts, explores these two vital elements of our lives that are on the verge of extinction…being silly and being slow...that are mostly missing! #BeSilly #BeSlow