‘Sensory Branding’ To ‘Elitist Treatment,’ Bengaluru YouTuber's 3 Observations After Visiting Delhi’s Expensive Mall

YouTuber Ishan Sharma, who recently faced backlash for his criticism of American tipping culture, is back in the spotlight with new observations from his visit to DLF Emporio, Delhi’s most expensive mall. Featuring some of the world’s leading designer brands, DLF Emporio caught Ishan’s eye as he shared his thoughts on X (formerly Twitter).

“I just visited Delhi’s most expensive mall. DLF Emporio 2Lac Cartier glasses, 50K Burberry t-shirt, and 1L RS for coach handbags,” he wrote.

In his observations, Ishan noted the mall’s unique ambience, particularly its “sensory branding.” He wrote, “There’s a consistent aroma when you step into the mall which gives it an opulent and elegant vibe. I stepped into DLF promenade next to it and instantly felt the difference.”

His second observation was about the mall’s minimalist approach to product displays. He found that the limited number of items on show seemed wasteful at first but was actually a strategic move.

“But that’s how people perceive luxury. Few items and low supply makes it look higher value, hence justifying the price,” he added.

Finally, he shared an experience which showed the “ignorant and elitist treatment” often associated with luxury shopping. He recounted that when he and his friend approached the Cartier store where they were asked to wait in line, only to find no staff available to assist them once they were inside. He noted how such treatment can make one “crave” for acceptance at such high-end shopping spaces.

“My friend ranted about it for the rest of the evening expecting good service. It makes no sense at start, but works well for luxury brands And this is how they command a higher price and keep their luxury image,” he wrote in conclusion.

Take a look at his post here:

Ishan’s recent observations about Delhi’s most expensive mall, DLF Emporio, have sparked considerable buzz online, with a flurry of reactions flooding the comment section.

One user remarked, “I feel no matter what they do you guys will justify them. If the security guard welcomes you with open arms and showed courtesy you would say that’s luxury Anything and everything is justified.”

Another commented, “Bought anything? Looks like luxury way to feel poor, I feel poor just by walking into a nike store but this mall might take it to whole new way to feel even poorer, might visit someday.”

“Bro posting what most people already said thousand times on the internet,” an individual shared.

One user, sharing their insight said, “The big brands often have high-budget marketing campaigns and loyalty programs that keep customers engaged and invested in their products and that makes them different from the low budget brands. However in India the Market of small brands is higher as compared to big brands.”

Ishan’s post has accumulated more than 40,000 views so far.

In August, Ishan’s post on US tipping culture went viral and triggered a debate on social media. The YouTuber said he was disappointed after visiting a New York restaurant where the waiter refused to return his $5 change after he paid $50 for a $45 meal.