24/03/2026
India isn’t just spending more. It’s upgrading.
What used to feel like a luxury now feels normal and that’s not just inflation, it’s a shift in mindset. We’ve moved from “what do I need?” to “what do I deserve?”
You can see it everywhere - better travel, premium products, lifestyle upgrades across the board.
This is what premiumisation looks like. And it’s not a phase, it’s structural.
For investors, the lens changes. The real winners won’t just be companies selling more but those helping consumers upgrade.
The bigger question is: are you noticing this shift in your own circle too?