Premiumisation strategy of Indigo airlines | Brandwagon | Dr Anjali Chopra

Dr Anjali Chopra, Associate Professor - Marketing & International Business, K J Somaiya Institute of Management shared her thoughts in an article on 'Premiumisation strategy of Indigo airlines' in Brandwagon.

The article discusses IndiGo's new business model, which offers services to the business class. Dr Anjali highlights that IndiGo's move is both a response to competition and a step to fill the gap left by Jet Airways. She also emphasises that the good-better-best approach to pricing needs to move beyond price-sensitive customers and serve customers ready to pay extra.