In the present day, modern business seems to be complex and a greater degree of difficulties to manage the enterprises compared long ago. Luxury plays a vital role in many periods of century in India. In today time luxury have covered all the geographical boundaries so much that luxury counterfeits have enough of space to easily float in the market. The purpose of this study is to understand the consumers attitude and intension in respect to purchase of counterfeit products. In order to stay in fashion, consumer buys these products, as its price is less and many conditions that are more favorable. This study is a qualitative research, which has a sample size of 460 respondent of India. Sampling is convenient in nature along with this study focus on non-deceptive consumers. Data was collected through Self-made Questionnaire which is a 5 point linkert scale. The theory of planned behavior is covered to explain the attitude of consumers. Variables which are covered are Social influence, Materialism, value consciousness, brand consciousness and so on to define this research.