There has been a significant growth in the consumption of affordable luxury fashion brands in developing and price-sensitive markets like India. Not only does this growth demonstrate how affordable luxury brands have become a success, but it is also an indication of the growth of India’s middle class. India has one of the youngest populations in the world and the growing income of this age group has allowed them to enter into the world of luxury. This paper discusses how demographic factors like gender, age, income, occupation, and profession moderate the consumers’ attitude towards affordable luxury apparel brands. 300 respondents were interviewed across Indian cities of Delhi, Mumbai, Kolkata, and Bangalore. T-test and ANOVA analysis were done to find out the variations in demographic parameters towards affordable luxury apparel buying behaviour.