Brands like Dior and Valentino are banking on India’s high growth potential, but it will take more than dazzling shows and sleek stores to turn this complex market into a major revenue source.

Digital-native brands with a razor-sharp focus on the latest trends jostle for position in a market set for rapid growth as big beauty conglomerates try to tighten their grip on power.

Fashion players are increasing their investment in merchandise and campaigns pegged to India’s biggest holiday after two years of muted celebrations.