Siddhant (SOIC)

Representative of SOIC and guest who complements the discussion with thematic insights, mental models for spotting premiumisation, and examples across retail and consumer categories.

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Nov 5, 2025 • 1h 6min

The rise of premiumisation ft. 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.

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