Indian consumers are increasingly lapping up premium products led by the metro middle class consumer cohort. According to data revealed by Worldplanel by Numerator (formerly known as Kantar), the premium part of the Indian FMCG contributes nearly 15 per cent of the total market which is pegged at ₹98,000 crore in value. At the same time another segment that is emerging is “super-premium” segment within the premium space led not only by international brands but also some local brands.

“There is an emerging segment within the premium space, which is already occupying close to 40 per cent of the premium brand volume. This “super-premium” segment within the premium space has an average price index of 1.5X with respect to the category. What’s interesting is that this segment is not just made u

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