Premium Attraction

Luxury carmakers are driving into smaller Indian towns to woo the emerging elite

From contemporary art to high street fashion and from exotic culinary experiences to golf tournaments — BMW has experimented with each of these themes at events for its clientele in the metros since its entry in the country in 2007. However, to make up for the stagnant sales in urban India, in the past couple of years, the German carmaker is making inroads into smaller cities. That explains its recent customer engagement activity at the Nizam’s Palace in Lucknow and the Lake Palace in Udaipur, where existing and prospective customers relished a scrumptious meal prepared by Michelin-starred chefs.