The Dom Perignon, Hennessy, Hine and Krug brands from the LVMH cellar maynot reach India just yet, because the group headquarters here are convincedabout ``prohibitions'' in the country. Convictions that the market of abillion people had adequate pockets of affluence to sustain LVMH's designerbrands is equally strong. The Louis Vuitton Malletier, Celine, ChristianLacroix and Fred Joaillier brands of fashion-wear, leatherware and luggagemay be in the list of wares LVMH plans to hawk to the upper crust of Indiansociety. ``We are not looking at the 200 million Indian middle class,'' saysJean Courtiere, director for development of group company LV Capital, whowears more hats than one in the multi-billion dollar corporate giant-``ourmarket is the 35 million (upwardly mobile) Indian middle class.''

In France as in most parts of Europe and the Americas, LVMH Moet HennessyLouis Vuitton is synonymous with perfumes and cosmetics (Christion Dior,Guerlain, Givenchy, Kenzo), fashion and leather goods (Louis VuittonMalletier, Celine, Christain Lacroix) and wines and spirits (Dom Perignon,Moet and Chandon, Krug, Hennessy). A fourth and a lesser known division ofthe group is investment firm LV Capital.

The group, that has a stake in most of the world's fashion-wear businessincluding Gucci, gobbled up two luxury watchmakers, Chaumet of France andEbel of Switzerland, just about a week ago. At the end of 1998, LVMH'sworldwide group sales were French franc 45.49 million ( Rs 34,122.75crore).

The wines and spirits business, which will not be in India for the moment,contributed 27 per cent of the total group sales, followed by 26 per centfrom fashion and leather goods and another 26 per cent from selectiveretailing. Cosmetics and fragrances accounted for 20 per cent of the groupturnover last year. The LVMH annual report for 1998 says the Asian currencycrisis and unauthorised sales of the Christion Dior range of products wereresponsible for the less-than-desirable performance of the division. Thebiggest market for LVMH cosmetics and fragrances is Europe (excludingFrance), followed by the Americas.

The upmarket range of perfumes and beauty products, that even averageFrenchmen cannot afford, rake in 20 per cent of sales on the home turf. Theleast developed market for the LVMH luxury products is Asia and the PacificRim.

The LVMH Moet Hennessy Louis Vuitton belief in the Indian market was strongenough to sustain an office in New Delhi for the last four years.``We havebuilt our market,'' Courtiere says confidently and admits to scanning retailoutlets fit to house the French trove of elegance.

Group company Sephora's decision to offer funds to rejuvenate thewater-starved gardens of the Jodhpur Palace, seems somewhat significant atthis juncture. It was the first such gesture by Sephora, which like groupcompanies DFS, Marie-Jeane Godard and Le Bon Marche, is a chain of elegantoutlets for cosmetics and fragrances.

The more than 200 Sephora outlets around the world (mostly Europe and theUS) are essentially boutiques of cosmetics and perfumes. Courtiere wouldnot, however, divulge details of the LVMH marketing strategy in India. Headmitted to scouting around for appropriate retail outlets for the LVMHbrands and was confident of an Indian market for the LVMH range of luxuries.