WPP Media India has released its new playbook, ‘Beyond Price Tags: The Power of Premiumisation in India’s E-commerce Boom’, positioning premiumization as the defining force shaping the future of Indian e-commerce. The report reveals that online consumption in India is undergoing a fundamental transformation, with consumers prioritizing quality, personalization, and elevated experiences over cost.
Drawing on insights from leading brands, platforms, and industry experts, the playbook highlights how premium demand is being democratized expanding beyond metros into smaller cities through better delivery networks, advanced e-commerce platforms, and accessible credit options.
It identifies five major shifts driving this change: the democratization of premium demand; the rise of experience-led consumption; platform-driven brand reinvention; category-wide trading up; and the evolution of mass brands into “masstige” portfolios. These trends, the report notes, are collectively reshaping how Indian consumers define value and aspiration.
To help brands navigate and operationalize these shifts, WPP Media introduces four strategic frameworks—FLASH, VISTA, PRIME, and RISE—covering discoverability, curation, customer journey design, and loyalty building. Each model offers actionable pathways for businesses to strengthen digital presence and capture premium value across diverse consumer segments.
The playbook concludes that premiumization represents a long-term mindset shift rather than a passing trend. It emphasizes that consumers today seek relationships and self-expression through their purchases, and brands that adapt early will unlock stronger loyalty, cultural relevance, and higher margins.
“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; it 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.”
