When working with Indian colleagues or consumers, understand that product evaluation centers on value—the relationship between what is paid and what is received. The concept of paisa vasool (getting your money’s worth) governs assessment. This isn’t simple price sensitivity; it’s sophisticated judgment about whether benefits justify cost. A cheap product that fails quickly is poor value.
An expensive product that delivers proportionally is acceptable value. Indian consumers across all segments expect products to justify their prices through genuine quality, functionality, and appropriateness. Products that fail to deliver value face rejection regardless of price point—premium products must deliver premium quality, value products must deliver adequate quality. Markets reward genuine value delivery and punish value gaps. Expect demanding evaluation, sharp comparison, and willingness to switch when products fail to deliver what they promise relative to their price.
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