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India’s big upgrade wave: Rs 1 crore+ homes, premium cars, Swiss watches & pricier phones; how brands are chasing affluent demand beyond city limits

Economic Times Retail RSS·24 Sep 2026
India’s big upgrade wave: Rs 1 crore+ homes, premium cars, Swiss watches & pricier phones; how brands are chasing affluent demand beyond city limits

Premiumisation trend is spreading beyond affluent urban consumers, with households upgrading across homes, cars, travel, smartphones, appliances and everyday products. While 54% of home sales in…

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