Ishmohit (SOIC)

Ishmohit and Siddhant from SOIC join the discussion to explore the phenomenon of premiumisation in India. They illustrate how everyday choices, from hatchbacks to SUVs and budget hotels to upscale stays, reflect a shift in consumer aspirations. The conversation also tackles the rise of 'smart value' brands like Zudio, which challenge traditional pricing hierarchies. Key insights into investment strategies and market dynamics reveal how confidence in personal wealth drives demand for premium experiences, while economic downturns can shift that narrative.