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Premium pricing sustains high gross margins for kombucha.
  • Anish’s kombucha sells at ₹130, delivering 70‑77 % gross margins.
  • When the price was cut to ₹99, sales surged 6× within three months, but margins fell.
  • The trade‑off illustrates that a higher price protects profitability while a lower price drives volume.
AnishNikhil Kamath01:46:10

Supporting quotes

we operate about 70 to 77% at this price point very high Anish
we dropped our price from 130 to 99 and our business went up 6X instantly Anish

From this concept

Pricing Strategy and Consumer Sensitivity

Data from the founders show where Indian consumers draw the line on coffee and kombucha pricing, how premiumization can protect margins, and why regional footfall influences acceptable price points.

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