The cautiously optimistic Indian consumer: A guide for marketers to connect amid rising prices

As cost-of-living issues take centre stage in India, Kantar’s Soumya Mohanty and Surbhi Gupta examine how brands can appeal to consumers by offering both quality and sustainability in an increasingly expensive world.

It was a first when Maggi raised its price from Rs 12 to Rs 14 (100 rupees = US$1.25) for its 70g pack, which is the staple in most Indian households. Maggi was not the only brand on the kitchen shelf that raised prices, with others also doing the same...