Mint
In Mint, BCG’s Jean-Manuel Izaret and Nimisha Jain stress that businesses must align pricing with value, particularly in price-sensitive markets like India. With premiumization growing in sectors like skincare and automobiles, innovation and clear communication are crucial for justifying price increases and meeting consumers’ needs. As Jain says, “Brands need to deliver superior value—whether through innovation, better features, or enhanced performance—and India’s diverse market requires tailored strategies."