The rise of premiumisation ft. SOIC
Premiumisation is one of those words you hear everywhere now — in management interviews, on earnings calls, and investor presentations. But behind the jargon lies something far more human: the quiet evolution of Indian aspiration.In this conversation with Ishmohit and Siddhant from SOIC , we unpack what’s really happening beneath the surface. From hatchbacks turning into SUVs, and plain curd becoming Greek yogurt, to families trading budget hotels for four-star stays — the pattern isn’t just about
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