Bye, bye cheap; buy, buy pricey

Rajesh Shukla February 21, 2024

Middle-class households are already driving premiumisation. By 2031, there will be 75 million more of them. Including in developed rural areas. But here’s why marketers can’t take them for granted

Destabilise the Pyramid

Rajesh Shukla November 24, 2023

The right to resources is increasingly becoming the major talking point in the country. The tussle is about how this pie of resources can be cut up more equitably to benefit...