How Brands Can Speak to Premium India Without Alienating the Masses

Authored by Rutu Mody-Kamdar, Founder, Jigsaw Brand Consultants

 During a recent set of interviews in a small town near Ranchi, we showed a group of women an ad from a leading FMCG skincare brand. The ad was beautifully shot, featuring a glamorous actress with glowing skin, set against an elegant backdrop. The women admired the ad’s aesthetics and found it appealing, but their reactions were telling. "It looks very nice," one of them said, "but it’s not for people like us. This is for the city women, not for someone who spends her day in a sari, managing her home." While most FMCG brands advertise to build a supernatural, fantastical and aspirational world for their consumers to gape at, how many consumers really connect with or relate to this kind of advertising? Are brands further alienating their consumer audience? 

India is on a premiumization wave. Almost every brand, from cars to soaps to washing machines to mobile phones is on a bid to luxuriate their offerings. However, most brands struggle to find the fine balance that consumers expect. 

Who is this Premiumizing Audience Really?

Almost every discussion in boardrooms over the last decade has been around premiumization and catering to the aspiring Indian consumer. Through sleek packaging, advertising that's shot in foreign locales, actors who appear to have the perfectly luxurious lifestle, product benefits and claims that seem exotic and unheard of. People want a taste of luxury in almost everything they buy. Whether its soaps or smartphones or homes or cars. Brands have eagerly embraced the trend of premiumization, often weaving a similar thread of sophistication and luxury across their narratives. But this raises some key questions: Are these premium brands still familiar and relatable? Do they resonate with the cultural nuances of the Indian consumer?

The biggest pitfall of premiumization lies in the risk of seeming exclusive—creating an impression that can deter a broader audience. Even if a product is affordable, it can still feel out of reach if consumers perceive it as “not meant for people like us.” For instance, a well-known scooter brand struggled to draw in semi-urban customers to their sleek, modern showrooms. The high-end feel, while impressive, left many feeling hesitant to step inside, almost as if they didn’t belong. This disconnect can be a significant barrier, even for brands that are trying to bridge the gap between aspiration and accessibility.

How to find the Right Balance:

Keep the Roots Intact

Brands should maintain their original, relatable narrative even when premiumizing. Consider how a brand like Titan stays consistent in their messaging, focusing on legacy, timelessness and the wealth of relationships. Even as they introduce newer, more sophisticated offerings, their tone remains warm, emphasizing trust and safety over luxury and glamour.

Speak the Language of Empathy

A brand that understands the emotional pulse of its audience can elevate its offerings without alienating them. Brands need to recognize that while consumers aspire to buy better, their realities don’t disappear. They should adopt a tone that celebrates subtlety rather than overt opulence.

Accessible Luxury: A Case for Inclusivity

Highlighting the idea of 'affordable luxury,' brands can offer premium without alienating the masses. Focus on communication that remains playful and accessible, ensuring that consumers see the products as a fun addition to their everyday lives rather than an aspirational leap. An example is Xiaomi, which continues to innovate with higher-end models but still makes its older versions accessible, allowing more consumers to experience the brand. 

Local Stories and Context

Engaging in storytelling that roots the product in local culture, traditions, and events can make a brand feel more accessible. Whether it’s through regional festivals, traditional ingredients, or familiar narratives, these elements can keep the brand relatable.

Products like ubtan face packs are often presented as premium skincare but rooted in traditional Indian beauty routines. This kind of contextual storytelling ensures that consumers don’t see these as 'foreign' or 'high-end' but as extensions of what they already know.

Conclusion: The Future of Premiumization with Empathy

As India’s consumer base grows and becomes more aspirational, the future of premiumization will depend on brands' ability to balance inclusivity with their upscale ambitions. While it is essential to offer quality and sophistication, empathy must remain at the core of this transformation. Brands that succeed will be those that make aspiration feel attainable, and premium feel relatable.

Final Thoughts

Understanding the cultural psyche of Indian consumers is crucial for brands looking to premiumize without alienating their audience. Whether it’s through localized stories, relatable advertising, or affordable luxury, the key lies in empathy. 

Brands must strive to elevate their offerings without losing the connection with the larger audience. In a market as diverse as India, brands that make aspiration feel achievable, rather than distant, will continue to thrive. Empathy is not just about listening but about speaking in a language that understands the heart of Indian consumers.

 DISCLAIMER: The views expressed are solely of the author and Adgully.com does not necessarily subscribe to it.