The average selling price or ASP for products in India has increased across multiple categories such as refrigerators and shoes. The sales of packs priced below 50 rupees have fallen by nearly 7% in the past quarter. On the other hand, the sales of high value packs priced above 200 rupees have grown by 4.1%. Now this phenomenon isn't just restricted to India too. It's happening in the US too. Companies are not shying away from talking about it.