Premiumisation as a trend is being noticed in the laundry and fabric care category in India, especially in liquid detergents which are almost double the price of a regular powder detergent Manufacturers are offering products which are of superior quality in terms of the benefits they provide and the price at which they are sold. Often these premium products promise to deliver a certain experience or benefit either during the purchase journey or in the way the product is used. This podcast explores the strategy adopted by leading home care manufactures and the evolution of consumer behavior in adopting these new product types.