Masstige marketing is a strategic phenomenon aimed at market penetration and brand management in the age of globalization. New strategies for positioning luxury brands often combine well-known fame with reasonable mark-up to attract middle-class consumers with affordable premium price. As the luxury goods industry faces major changes post-pandemic, the marketing and communications departments responsible for communicating values and branding needed to coordinate their strategies to ensure both awareness and availability beyond disruptions. Masstige marketing has connected brands with potential consumers, welcomed the technological and cultural trends of the outside world, and established and disassembled processes to internalize them. This paper attempts a qualitative approach to understand the crux of masstige marketing that aids to make luxury affordable to Great Indian middle- class consumers (hence called GIMC) and upholding masstige is relative rather absolute.