I feel sorry for primitive marketing managers who cannot think beyond price points.
Price has limited relevance in the diversely segmented Indian marketplace.
The Indian buyer demands a high delivered value. These brands have launched many products at premium prices in a stagnant market, and are now compelled to draw the 'average' urban consumer with price reductions. That is, they are forced to deliver higher value by reducing the original price. It classified the Indian market according to its consumption habits. This was determined by real disposable income, not by absolute income measured on one uniform scale.