NEW DELHI — More than seven years after quickly entering India on its own in 2014 when single-brand retail was first allowed, Bulgari has taken another major step with the introduction of a mangalsutra specifically for the local market.
The choice of a mangalsutra taps into a deep-rooted tradition in the country as well as one of its fastest-growing sectors: the $50 billion wedding market.
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Considered a sacred neck piece worn by a bride, and worn for the rest of her married years, the mangalsutra has emotional and symbolic significance for Indian women.
The launch coincides closely with the choice last month of Priyanka Chopra Jonas as a brand ambassador; she wove together the mangalsutra introduction and the idea of modernity at a digital media launch on Thursday.
“As modern women today, we are a contradiction of how we’ve been raised versus how we want to be,” she said, referring to her own fight as a feminist, and to be the best version of herself, which required…