Not owning stuff is the new 'owning stuff'! Sounds strange and ironic, right? From scarcity to abundance and now to conscious consumerism, branding in India has gone through quite a journey and continues to evolve.

But, is this concept of conscious living and sustainability adopted by all? Or is it just a shallow fad that'll fade out with time? Is this a new, emerging code for the higher end, discernible consumer who wants to move away from the democratized concept of luxury that's now passe?

Join Rutu Mody-Kamdar as she decodes the emerging codes and language for today's luxury-oriented consumer in conversation with Nisha Sampath, Managing Partner, Bright Angles Consulting.