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Pay more to feel more: Businesses up ‘premium’ game
Financial Express Delhi
|February 21, 2026
Premium-within-premium new subscription model for many services
FROM FOOD DELIVERY to streaming and shopping, India Inc is discovering that loyalty isn’t enough. The new mantra: go premium—and then go premium again.
You get home hungry, open Zomato and,asa Gold member, expect the usual perks — free delivery, extra discounts. But just before checkout, a new temptation flashes: add “VIP Mode” for a small fee and unlock the fastest delivery, premium support, top-rated delivery partners and even refunds on delays.
Dinner sorted, you switch to Prime Video for the latest blockbuster. Your Amazon Prime membership grants access — but a few seconds of ads interrupt the experience. Want them gone? Pay a little more. Even premium now comes with layers.
Welcome to India’s emerging “premium-within-premium” economy, where platforms are stacking paid privileges atop existing memberships to monetise speed, certainty and status.
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