Luxury Energy On A Budget: Why India Is Obsessed With Dupes?

If you’ve ever scrolled Instagram Reels at 2am and landed on a video titled “₹999 Indian dupe of a $200 Western perfume that smells the same”, you already know this culture well. India’s obsession with dupes is not subtle. We want the look, the vibe, the prestige but without the foreign price tag.

But here’s the uncomfortable question. Are we actually getting comparable quality, or are we just buying convincing packaging? And where does affordability end and plagiarism begin?

What Exactly Is a Dupe

A dupe is a product inspired by a more expensive or iconic one. It mimics the appearance and function but avoids direct trademark infringement. This is different from counterfeits, which illegally copy logos and branding to pass as originals.

On paper, the difference is clear. In reality, the line is messy.

A handbag sold in Delhi that mirrors Gucci’s silhouettes, colour palette, and detailing but drops the logo technically qualifies as a dupe. To consumers, it feels less like a fake and more like outsmarting the system. Same Gucci energy, fewer zeros on the bill. And that grey zone is exactly where dupe culture thrives.

Why Dupe Culture Is Exploding in India

Globally, dupe culture has exploded. The hashtag #dupe has crossed billions of views on TikTok, and global studies show that around 71 percent of Gen Z and 67 percent of Millennials actively choose dupes. India fits right into this picture.

When a perfume costs more than someone’s monthly rent, the search for an alternative begins almost automatically. This is not shame driven buying. It is pride driven smart shopping.

Social media has only fuelled this mindset. Earlier, admitting something was affordable felt awkward. Now, discovering a great dupe is social currency. Posting “Why would I pay ₹25,000 when this ₹1,200 version does the same thing?” earns likes, validation, and a reputation for being savvy. 

Then there is the speed of trends. Western beauty and fashion cycles rise and fall within months. Waiting years to save for an original feels pointless when trends move faster than salaries. Psychologically, Dupes allow consumers to participate immediately. 

Is It Ethical or Just Clever Marketing ?

This is where opinions split. Many consumers see dupes as democratisation. Why should style, fragrance, or self expression be reserved only for those who can afford international luxury prices?

Others see it as silent plagiarism. Original brands invest years in research, design, branding, and storytelling. Dupes often shortcut that effort. No credit. No collaboration. Just replication. Fashion has always borrowed ideas, but borrowing without acknowledgement or value addition changes how ethical it feels.

A simple test helps. If a product adds value, context, or innovation, it feels ethical. If it copies detail for detail only to exploit demand, it may be legal but it feels morally uncomfortable.

A Twist in the Story: The Copying is happening both ways

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Interestingly, while Indian brands replicate Western products, Western luxury houses are increasingly borrowing from Indian culture. Louis Vuitton has incorporated Indian motifs like snakes, ladders, and auto-rickshaw art, this time working with Indian craftsmen. Prada faced backlash for using Kolhapuri inspired sandals without proper credit, reigniting conversations around cultural appropriation.

The difference lies in intent and execution. When inspiration turns into collaboration, it feels respectful. When it turns into extraction, it feels lazy.

So is it all just pretty packaging ? Sometimes, yes. And consumers eventually notice. A dupe that only looks good on a reel but fails in real use does not survive for long. Indian shoppers may love a bargain, but they rarely forgive bad value twice.

Views expressed by the author ate their own.