The rising number of millionaires in India, especially young UHNIs, has caught the attention of luxury brands from around the world, making India prominent among the potential markets for high-end retail. This, coupled with the slowdown in markets elsewhere in the world, even as some of them are trying to get back on track, and the signing of India’s free trade agreements, has given some of the key players in the luxury sector renewed vigour and hope for this market.

“While the new UK-India FTA is yet to come into play, we see increasing interest from the Indian market — Rolls-Royce is ready to respond to this interest. Luxury demand is normalising in some established markets, but our strategy is to be globally balanced, never reliant on a single country,” says Rolls-Royce Motor Cars Regional Director (Asia-Pacific) Irene Nikkein.

“India’s resilience, rising wealth and deep-seated appreciation for quality craftsmanship make it strategically vital. It complements our globally balanced approach and offers long-term growth driven by experiential, Bespoke-led luxury rather than short-term volume chasing. Luxury is also changing. Clients value the creation, sharing of memories and experiences as much as the product. This goes hand in hand with the unparalleled Rolls-Royce experience.”

According to Nikkein, over the past five years India has moved from a niche market to a top APAC performer, delivering sustained double-digit growth to emerge as the highest-growth market in the Asia-Pacific in 2025.

“This growth is driven by a well-balanced portfolio, particularly the high demand for Cullinan and the successful introduction of Spectre, with Bespoke commissions further accelerating local momentum,” she says.

The success of several start-ups has produced a large number of young consumers for high-end automobiles in India’s luxury market. The need for not just a status symbol, but something that resonates with their success along with their aesthetic preferences has also fuelled the growth of ultra-luxury products in India.

“We view the rise of younger UHNIs in India with great optimism. A new generation of self-made, globally connected entrepreneurs is emerging, valuing both heritage and innovation,” says Nikkein.

“This demographic shift is reflected in the popularity of the Black Badge models and Cullinan, which resonate well with their dynamic lifestyles and desire for bold, personal expression. For Rolls-Royce this translates into a strong demand for Bespoke commissions. We see a generational shift toward highly individualised ownership, where cultural resonance and technical innovation both matter equally.”

Rolls-Royce is all about Bespoke. For such discerning clientele, the ‘King of Luxury Cars’ offers several additional bespoke options to make each motor car unique to the client.

“Indian clients have an unrivalled passion for Bespoke. Historically, India accounted for a fifth of our pre-WWI production through royal commissions; today’s clients continue this tradition with remarkable enthusiasm,” says Nikkein.

“We see a profound appetite for highly personal commissions, where clients collaborate with our Goodwood designers to create ‘one-of-one’ masterpieces that embrace deeply personal details and cultural storytelling. This deep, historic affinity for personalised cars continues to drive our most creative and technically ambitious commissions.”

Nikkein says Bespoke creates significant value for Rolls-Royce clients and for the company’s business.

“It is the jewel in the Rolls-Royce crown, affirming our standing as a true luxury house. Clients are attracted to the marque knowing that only Rolls-Royce can offer them near-limitless opportunities for Bespoke,” she says.

“Over the past two years we have seen a notable 10% uplift in Bespoke content per motor car on average. We are working on some very exciting commissions with our Indian clients and hope to unveil them in due course, with the clients’ permission.”

When it comes to personalised offerings, last year the carmaker saw the creation of the most complex Bespoke Rolls-Royce Private Collection ever: Phantom Centenary, the result of three years of development and more than 40,000 collective hours of painstaking work, with a price tag of over ₹35 crore.

Nikkein says Bespoke today spans unique paint finishes, precious materials and highly technical innovations. Examples include hand-painted Starlight headliners, three-dimensional ink layering, marquetry and embroidery, intricate galleries on Phantom, mother-of-pearl inlays, 24-carat gold leafing, complex embroidery inspired by couture, and themed commissions such as Phantom Dentelle and Black Badge Ghost Gamer.

“Rolls-Royce Motor Cars continuously seeks to extend the vocabulary of contemporary craft, developing new techniques and materials to interpret time-honoured forms that resonate across generations and cultures,” says Nikkein.

“Just recently, in January 2026, we unveiled Phantom Arabesque, which featured a newly patented laser-engraving technique on the car bonnet developed at the Home of Rolls-Royce. These techniques enable one-of-one commissions that reflect clients’ heritage, stories and artistic vision — true modern heirlooms.”

Nikkein says that as a ‘House of Luxury,’ Rolls-Royce measures its success by value, not volume.

“While we do not disclose specific regional unit numbers, India’s performance in 2025 was historic. Overall, Rolls-Royce Motor Cars delivered 5,664 hand-built luxury motor cars to clients in 2025, the fourth-highest annual total in its 122-year history. Deliveries also reached new record levels in Europe and Asia-Pacific,” she says.

“Rolls-Royce’s success over the last two decades has been built on sound strategic planning and a globally balanced sales picture. The flexibility of our operations allows us to respond to short-term challenges while continuing to pursue long-term strategic priorities. As the world’s leading luxury manufacturer, Rolls-Royce Motor Cars remains focused on value creation for our clients rather than chasing volume.”

How does Rolls-Royce see the impact of the signing of the Indo-UK FTA vis-à-vis buying a Rolls-Royce in the coming months?

“We don’t comment on expected outcomes, but you can be sure that Rolls-Royce will respond in a way that reflects our commitment to delivering exceptional experiences for our clients and ensuring strong support for our partners,” says Nikkein.

“With a rising number of millionaires and 191 billionaires, India is undeniably promising. The country emerged as the highest-growth market in the APAC in 2025. Given four consecutive years of double-digit growth, our outlook for 2026 remains positive, albeit tempered by global economic and geopolitical uncertainties. India remains one of our most significant markets in Asia-Pacific. As we look forward to the ratification of the UK-India FTA, we are encouraged by increased interest, the strength of the luxury sector in India and the momentum of its entrepreneurial community.”

According to Nikkein, as a chauffeur-driven market for luxury motor cars, Phantom — the ultimate blank canvas for Bespoke — will continue to be popular with Indian clients, “while we expect Cullinan, our best-selling model, as well as Ghost and Spectre to further energise demand among younger, self-driven clients who value a more contemporary, driver-focused Rolls-Royce.”