WPP Media India has released a new playbook titled ‘Beyond Price Tags: The Power of Premiumization in India’s E-commerce Boom’. The report outlines how premiumisation is shaping online consumption in India, with consumers placing greater emphasis on experience and value rather than price alone.
The playbook draws insights from platforms, brands, and industry experts, identifying premiumisation as a key shift in consumer behaviour. It notes that demand for premium products is expanding beyond major cities, supported by improved platforms, delivery systems, and access to credit.
The report identifies five main developments influencing this market:
- Premium demand is democratising – credit access, platforms, and delivery networks are extending premium options across the country.
- Consumers are seeking elevated experiences – factors such as storytelling, unboxing, personalisation, and ethical sourcing are shaping perceptions of value.
- Platform innovation is enabling brand reinvention – quick commerce, social commerce, AI-led recommendations, and loyalty programmes are encouraging discovery and repeat purchases.
- Categories across sectors are trading up – areas such as fashion, FMCG, beauty, and consumer durables are seeing greater interest in products offering enhanced features and design.
- Mass brands are evolving – through “masstige” portfolios and product extensions, even value-driven brands are entering the premium segment.
To help brands apply these insights, WPP Media introduces four strategic models—FLASH, VISTA, PRIME, and RISE—covering discoverability, curation, customer journey design, and loyalty.
“At WPP Media, we are constantly at the forefront of shaping the future of commerce,” said Ashwin Padmanabhan, COO, WPP Media South Asia. “The premiumization trend in Indian e-commerce is more than just a shift in price points t reflects evolving consumer aspirations and the growing desire for quality, experience, and status.”
“The future of Indian e-commerce is not just digital; it is decisively premium,” added Sairam Ranganathan, Head of Commerce, WPP Media India. “Premiumization marks a pivotal shift where rising aspirations, global exposure, and digital empowerment are redefining how consumers engage with brands. This playbook is not just a guide but a catalyst for growth, equipping brands to build trust, deliver richer experiences, and own the next wave of value creation.”
The report concludes that premiumisation represents a lasting change in consumer mindset. It suggests that brands focusing on long-term relationships and meaningful experiences are more likely to achieve stronger margins and loyalty as the market shifts from price to prestige.
