What makes a luxury brand memorable? Beyond the product itself, it is often the story, craftsmanship and culture behind it. This was one of the key ideas the MGLuxM students explored during a masterclass with Anurag Tyagi, former Country Manager at Dior, at SP Jain Global on June 10, 2026.
The session introduced the Global Luxury Goods & Services Management (MGLuxM) students to the close connection between storytelling and luxury, and how a strong story can shape the way people see a brand. Drawing from his own experiences across the worlds of literature, film, business and fashion, Anurag encouraged students to look at luxury beyond its price or exclusivity and understand the meaning and history attached to it.
One of the most interesting discussions centred on literature. Tyagi shared how studying English literature had influenced his thinking. Students were encouraged to see how ideas such as identity, individuality and self-expression, can also play an important role in how luxury brands build their identity.
The discussion then moved to fashion and design, where students explored how heritage and craftsmanship can become powerful parts of a brand’s story. He spoke about designers such as Maria Grazia Chiuri and Dries Van Noten, and their appreciation of Indian craftsmanship. Through these examples, students gained a better understanding of how Indian textiles, techniques and artisanal traditions have influenced global fashion.
The session also highlighted the importance of looking beyond the finished product. Students learnt how the people who create it, the traditions behind it and the story it carries can add depth and meaning to what a brand represents.
For the MGLuxM students, the masterclass was an opportunity to connect ideas from different fields, from literature and art to fashion and business, and see how storytelling can influence the world of luxury. It encouraged them to look at brands not just as businesses, but as storytellers that carry ideas, identities and cultural histories.
The session left students with a simple takeaway: In luxury, the story behind a product can be just as important as the product itself!