India's e-commerce goes luxe: What’s driving India’s luxury shift online?

India’s fashion e-commerce platforms like Myntra, Nykaa, Tata Cliq, Ajio and Amazon are moving beyond heavy discounting to focus on premium products. They are building curated segments, partnering with luxury platforms and adding bridge-to-luxury labels to offer a more refined shopping experience. Changing consumer preferences and evolving platform strategies are now reshaping India’s e-retail sector.