Premiumisation is one of those words you hear everywhere now — in management interviews, on earnings calls, and investor presentations. But behind the jargon lies something far more human: the quiet evolution of Indian aspiration. In this conversation with Ishmohit and Siddhant from SOIC , we unpack what’s really happening beneath the surface. From hatchbacks turning into SUVs, and plain curd becoming Greek yogurt, to families trading budget hotels for four-star stays — the pattern isn’t just about spending more. It’s about a mindset shift: from necessity to comfort, from function to feeling. We explore how confidence is driving this change. When people feel wealthier, not just in income but in outlook, they begin to demand better design, better experiences, better quality. It’s the wealth effect meeting a cultural moment. But there’s also a twist. Alongside this wave of premiumisation, a quiet countertrend is taking shape — what you might call smart value. Brands like Zudio or products like lab-grown diamonds are challenging old hierarchies of price and prestige. Both trends come from the same place — aspiration, expressed differently. One climbs the ladder; the other redraws it. And for investors and business builders, that duality might just be the most interesting part of India’s consumption story. We hope you enjoy this conversation :) If you prefer to read, check it out here: https://open.substack.com/pub/thedailybriefing/p/the-rise-of-premiumisation-ft-soic You can also watch this in the video format here: https://youtu.be/omi9_zfF1sA