Luxury consumption has grown exponentially across the globe. This growth was fuelled more by the emerging non-Western countries such as India. Consumers in this country are more tech savvy and are a new set of individuals who are totally different from the old, conventional consumers of the Western countries. These new individuals consume luxury to develop their digital self. Unfortunately, this area is not researched in the literature. This article fills this lacuna in extant literature. To address this issue, we (...) comprehensively reviewed the current research from the area of luxury consumption, digital usage, digital self and subsequently developed a conceptual framework. This framework has three stages: individual that has interpersonal, power, symbolic and emotional needs; social dimension that is formulated and develops from the reference groups. Further, individuals develop the ‘we approach’ along with social groups. This approach is associated with strong ties, fortified nods, positive interactions and exclusivity. These elements lead to the development of digital self that provides happiness and pleasure to the individuals in terms of luxury consumption. (shrink)