The Luxe Maison Is Redefining Global Luxury Fashion for India’s Next-Gen Shoppers

Six-year-old digital platform doubles sales in 2024, curating rare indie luxury brands for India’s 300,000+ style-savvy customers

In an era where fashion is becoming increasingly global yet creatively homogenous, The Luxe Maison (TLM) is rewriting the rules. Founded by retail veterans Aashumi Mahajan and Niyoshi Shah, the six-year-old luxury e-commerce platform is transforming India into a cultural crossroads for indie fashion.

By introducing rare, hard-to-find labels from unexpected fashion hotspots such as Egypt, Serbia, Turkey, Nigeria, and Germany, TLM is connecting these niche designers to a new generation of Indian luxury consumers—shoppers who want more than status; they want storytelling, craftsmanship, and cultural credibility.

Growth That Signals a Changing Luxury Market

Unlike conventional platforms, TLM allows brands to maintain complete control over imagery, inventory, and shipping, creating a decentralized, profitable model that empowers emerging designers to enter India with minimal barriers. The platform uses an advanced AI-driven customer algorithm to match shoppers with brands and styles that fit their personality and lifestyle, not just their budget.

The results speak for themselves:

• Sales doubled in 2024
• Gross margins reached 50%
• Customer base surpassed 300,000 high-intent luxury buyers

This rapid growth reflects a broader market shift—India’s affluent young consumers are demanding luxury that reflects their identity, not just their status.

“TLM was born from an international spirit, and our vision is clear: to lead the e-commerce revolution in Asia by making TLM synonymous with cutting-edge style, innovation, and curated luxury,” said founders Aashumi Mahajan and Niyoshi Shah. “Customers today like to feel they are curating their own lifestyles. We provide exactly that — treasures of providential luxury, handpicked for a generation that values authenticity and global relevance.”

Exclusive Access to Global Indie Labels

TLM is currently the only Indian platform offering access to some of the world’s most intriguing and collectible fashion labels:

• Joanna Andraos (Lebanon) – @joannaandraosofficial
• Kwelaku (Nigeria) – kwelakustudio
• GR London Paris (Paris) – grlondonparis
• Hode Studio (United Kingdom) – hordestudio
• Turana Atash (United Kingdom) – turanaatashlondon
• Tarik Ediz (Turkey) –  tarikedizofficial
• MATSOUR’I (Germany) –  matsouri.de
• Marcel De Cala (Spain) – marceladecala​

From romanticism-inspired SS25 collections of cascading chiffon gowns to Afro-minimalist tailoring and new-age European couture, TLM is bringing to India what was once only available through boutiques in Paris, Berlin, and Beirut.

Open to Collaborations and Media Conversations

The Luxe Maison is more than a retail platform — it’s shaping the global conversation on fashion and luxury. The founders are open to interviews, features, and collaborative opportunities on a broad range of trend and industry topics:

Trend-based themes:

• Grunge aristocracy: blending rebellious grunge with aristocratic high fashion
• “Newstalgia”: Y2K references reinvented for modern consumers
• Retro-futurism and dark romanticism: classic elegance meets contemporary design
• The cool-girl boho aesthetic: effortless style with global influence
• Romanticism for SS25: diaphanous dresses and chiffon gowns celebrating powerful femininity
• Summer prep: coastal-inspired pieces reimagined for any weather or locale

Industry-based discussions:

• Innovation deficits at megabrands
• Luxury brands facing a value proposition reckoning
• Greed-flation: price hikes outpacing product innovation
• The young consumer’s fascination with “cred” and heritage
• Sticker shock in luxury handbags driving buyers to new labels
• Leadership shake-ups and manufacturing scandals in luxury fashion
• The return of old-school celebrity campaigns as an antidote to digital ad fatigue
• Tariff turmoil and its impact on the global fashion market
• Fast-fashion rebranding tactics without structural change
• Use of AI tools like OpenAI’s Deep Research for customer insights
• Escalating PR and marketing investments by major luxury houses — and how this sidelines emerging designers
• Geopolitical conflict (e.g., Israel–Iran) and its ripple effect on global fashion

By curating an offering that feels personal, global, and story-driven, TLM positions India not only as a luxury consumer market but as a style curator on the world stage.

About The Luxe Maison
Founded in 2018 by Aashumi Mahajan and Niyoshi Shah, The Luxe Maison is India’s first luxury e-commerce platform dedicated to spotlighting rare, independent global fashion labels. With over 300,000 discerning customers and a model built on tech-driven personalization and brand empowerment, TLM is redefining what luxury means for India’s next-gen consumers.

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