Indian YouTuber Ishan Sharma, known for his straightforward reviews, recently shared his experience at Delhi’s high-end mall, DLF Emporio. Sharma, who previously gained attention for criticizing the tipping culture in the US, visited the luxury mall with a friend and shared his thoughts on social media platform X. He highlighted that brands at DLF Emporio use a strategy of exclusivity by offering customers indifferent service, which enhances their high-end image. He recounted how a Cartier doorman asked him to wait outside, only for him to experience disinterest once inside.
I just visited Delhi's most expensive mall.
DLF Emporio✨
2Lac Cartier glasses, 50K burberry t shirt, and 1L RS for coach handbags
Here are 3 things I noticed:
Sensory branding: there’s a consistent aroma when you step into the mall which gives it an opulent and elegant vibe.… pic.twitter.com/NDkJnrfhH3
— Ishan Sharma (@Ishansharma7390) September 24, 2024
In his tweet, Sharma also mentioned the mall’s lavish environment, noting the recurring scent that greets visitors upon entering. He observed that luxury brands display very few products on their shelves to project an air of rarity and exclusivity, which helps justify the high price tags. This “negative space” technique, as Sharma explained, makes the limited products seem more valuable.
“There were soo few products at display, it almost felt like a waste of space But that’s how people perceive luxury. Few items and low supply makes it look higher value, hence justifying the price. Lastly the treatment: A Cartier doorman asked us to wait in line and there was no one to attend us when we did get inside. This partly ignorant and elitist treatment makes you crave their acceptance even more,” his tweet read.
His post has since gone viral, prompting various reactions from users. One noted, “The big brands often have high-budget marketing campaigns and loyalty programs that keep customers engaged and invested in their products, making them distinct from smaller brands. However, in India, the market for smaller brands is larger compared to big brands.”
Another user commented, “Luxury brands practice minimalism in short…no unnecessary marketing…they know their worth.”
A third added, “Luxury brands follow ‘status gatekeeping,’ where elitist treatment, like ignoring or making customers wait, creates a sense of exclusion. This makes people crave acceptance, reinforcing the idea that luxury is for the privileged few.”