Marketing, 10 Sep 2026

Darshana Shah

10 Sep 2026 10:54 AM

Opinion: Premiumisation is about perceived value, not higher prices

The author explores how premium experiences are increasingly shaped by what matters most to consumers.
From left: Sameer Tobaccowala, Farah Lauren Khan, and Christophe Pinguet

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‘One may see it as opportunism, but I see it as providential'

Ahead of the launch of Shortcut Shobiz India, we chat with its leadership team, who map out the future of experiential.
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Darshana Shah

10 Sep 2026 10:54 AM

Opinion: Premiumisation is about perceived value, not higher prices
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