Chips or chocolates, India's brands want you to pay more for a fitter you

From millet chips and protein-rich chocolates to science-backed skincare, FMCG companies are increasingly premiumising everyday products to drive growth beyond volumes. Backed by rising demand for health, nutrition and convenience, brands are leveraging trusted names to launch higher-margin variants, while industry data shows premium categories continuing to outpace the broader market despite concerns over whether healthier claims always translate into better nutrition.