MemCast
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#consumer-behavior2#premium‑pricing3#price-direction2
Premiumization is a universal consumer trend, not limited to high‑end categories.
  • Even products priced under ₹1 000 are now expected to have better ingredients and sleek packaging.
  • Brands that add a “premium touch” (e.g., glass packaging, upgraded actives) can command 10‑15 % higher margins.
  • The shift is driven by aspirational buying among Tier‑2/3 consumers who now have higher disposable income.
  • Premiumization also reduces price sensitivity; consumers are willing to pay more for perceived quality.
  • Companies that fail to premiumize risk being displaced by newer entrants offering better‑priced “premium” alternatives.
BaktiNikhil Kamath01:48:31

Supporting quotes

Quote
01:48:31
“Mass is plateauing. People want quality, they want aspiration. So premiumization is happening at every level.” — Bakti
Trend observation
Quote
01:49:12
“Even a ₹1 000 product with better packaging and ingredients can be positioned as premium.” — Deepa
Packaging premiumization

From this concept

Premiumization Across All Levels: From Mass to Prestige

Consumers are moving up‑the‑ladder, demanding higher quality at every price point. Brands must embed premium attributes (ingredients, packaging, storytelling) even in mass‑priced SKUs.

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