Why Indian D2C Brands Struggle to Build Premium Perception (And How to Fix It).
Many Indian D2C brands aspire to be premium, but few truly succeed. Why? Because most mistake a good product for a strong brand.
The reality: Premium perception is not built on product quality alone. It’s shaped by how a brand positions itself, how it makes customers feel, and how effectively it creates desire in the market.
Yet, most Indian D2C brands fall into the same traps:
Let’s break this down and, more importantly, fix it.
Why Indian D2C Brands Fail to Be Seen as Premium?
1. They Blend Into the Crowd.
Premium brands stand out. Most Indian D2C brands don’t. They use similar aesthetics, messaging, and marketing tactics as their competitors, making them interchangeable.
Example:
Many skincare D2C brands in India, such as those in the clean beauty segment, use identical pastel aesthetics and similar “paraben-free, sulfate-free” messaging.
In contrast, Forest Essentials has carved a niche by blending Ayurvedic heritage with a luxury appeal, standing apart in both storytelling and presentation.
2. They Sell Products, Not Experiences
Premium perception is not just about the product—it’s about the experience surrounding it. Luxury and premium brands don’t just sell items; they sell emotions, exclusivity, and status.
Example:
Apple doesn’t just sell iPhones; it sells an ecosystem, a lifestyle, and an exclusive club where owning an Apple product signals status.
In India, Tata CliQ Luxury positions itself similarly by curating exclusive international brands, creating an aspirational shopping experience beyond just selling products.
3. They Enter the Price War
Indian consumers are value-conscious. When two brands offer similar products, the one with the better price wins. If your entire brand strategy is built on quality alone, a competitor can easily undercut you with a lower price, making your “premium” claim irrelevant.
Example:
Many Indian apparel D2C brands struggle with this.
Fabindia, however, maintains its premium appeal by emphasizing heritage craftsmanship, sustainability, and exclusivity rather than engaging in price battles.
4. They Fail to Create Desire & Exclusivity
True premium brands master the art of scarcity. They make customers feel like they are accessing something exclusive and worth waiting for.
Example:
Nike’s Jordan brand thrives on this principle. Limited releases, collaborations, and controlled stock create high demand. Indian brands can do the same.
The Souled Store’s exclusive limited-edition drops and Virat Kohli’s Wrogn brand’s limited collections leverage this strategy to maintain desirability.
5. They Rely Too Much on Discounts
Discounts are a double-edged sword. While they drive short-term sales, frequent discounting signals that a product isn’t worth its full price.
Example:
Zara rarely discounts outside of seasonal sales, maintaining its premium perception despite being a mass-market brand.
Indian brands like Jaypore and Nicobar also use selective discounting strategies to preserve their aspirational value.
How Indian D2C Brands Can Build a True Premium Perception
1. Differentiate with a Strong Brand Identity.
- Define a unique positioning—why should customers choose you over competitors?
- Craft a distinct visual identity and brand voice.
- Make every touchpoint—from your website to packaging—consistent and high-end.
2. Focus on Value, Not Just Price
- Instead of justifying your pricing with “premium quality,” highlight unique benefits.
- Shift the narrative from “what you sell” to “why it matters.”
- Create value through personalization, exclusivity, and superior service.
3. Master the Art of Scarcity & FOMO
- Introduce limited-edition products or exclusive pre-orders.
- Control availability—don’t always be in stock.
- Build anticipation by making customers wait (but not too long) for your bestsellers.
Example:
Louis Vuitton never goes on sale, making their products aspirational. Indian D2C brands can replicate this by offering exclusive collections with controlled availability.
4. Offer a Premium Experience Beyond the Product.
- Personalized post-purchase interactions (VIP access, surprise gifts, handwritten notes).
- Engage with customers even after the sale.
- Build a community, not just a customer base.
Example:
Tesla doesn’t do traditional advertising—it builds a community of loyal customers who act as brand evangelists. Indian D2C brands should leverage this model with VIP loyalty programs and exclusive member experiences.
5. Use Discounts Thoughtfully
- Instead of frequent discounts, offer exclusive perks (loyalty rewards, early access, invite-only sales).
- If you must discount, frame it as a “reward” rather than a price drop.
Example:
Tanishq positions itself as a premium jewelry brand yet runs strategic discounts through exchange programs rather than slashing prices directly, ensuring it retains premium appeal.
How The Empror Helps Premium Brands Stand Out?
At The Empror, we don’t just do branding—we build brands that dominate. If you’re a premium business, here’s how we help:
1. We Craft a Brand Strategy That Actually Works
- Define a unique positioning—why should customers choose you over competitors?
- Craft a distinct visual identity and brand voice.
- Make every touchpoint—from your website to packaging—consistent and high-end.
2. We Give You a Premium Identity
Premium brands need premium visuals and a powerful brand voice. From your logo to your website to your marketing copy, we make sure every touchpoint screams high-end.
3. We Bring Your Brand to Life
A brand isn’t just a strategy—it’s an experience. We make sure your branding shows up consistently everywhere your customers interact with you.
4. We Help You Attract the Right Customers
If you’re wasting money on the wrong audience, you’re doing it wrong. We help you define your buyer personas, so your branding speaks directly to the people who actually matter.
5. We Make Your Brand Unforgettable
We don’t just help you tell your brand story—we make sure customers feel it. When you work with The Empror, your brand isn’t just premium—it’s powerful, dominant, and impossible to ignore.
Final thoughts
For Indian D2C brands, premium perception is not about being expensive—it’s about being desirable.
To win, brands must break away from generic positioning, create emotional connections, and design experiences that make customers want to be part of their world.
In a market that values price over promises, the real challenge is making your brand valuable beyond the product itself.
Want to position your D2C brand as a premium leader? It starts with owning your brand story, standing out, and making customers want you—regardless of price