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Published in:

2014 | OriginalPaper | Chapter

Introduction

Authors : Glyn Atwal, Douglas Bryson

Published in: Luxury Brands in Emerging Markets

Publisher: Palgrave Macmillan UK

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A video showing a nine-year-old boy driving a Ferrari, with his seven-year-old brother in the passenger seat, went viral on YouTube.1 It was not only the age of the driver and the irresponsibility of the parents that was startling, but also that the incident took place in the southern Indian state of Kerala. This may be an extreme example of the proliferation of a luxury item found in an unexpected context, but the amateur video footage clearly shows that the market for contemporary luxury is far from being a Western phenomenon.

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