He considered a few new car brands in India, which are selling like hot cakes, but could not make up his mind. His dilemma raises real concerns around brands that straddle mass market to luxury products. They offered thought-provoking takes on how brands can traverse the mass to premium journey. Because, when you buy a ₹2 lakh watch, you want people to notice and realize that you can afford a ₹2 lakh watch brand. Yet, the coexistence of multiple sub brands with their collection brands does indicate a hybrid architecture strategy," said Mishra.

Source: Mint February 24, 2021 18:56 UTC