Upselling isn’t just a Disney trick. Indian businesses have long excelled at turning low-cost products into high-value experiences, leveraging psychological triggers and consumer behaviour. Let’s use an Indian example to explain this: A ₹10 kulfi sold for ₹700 at an upscale wedding venue.
Here’s how it works by applying Disney’s principles for their snow cone sales.
Imagine you’re attending a lavish Indian wedding. After the grand dinner, you spot a charming, traditional Kulfi cart near the dessert section. Your curiosity—and a little nostalgia—pulls you toward it. The moment you see the setup, you’re sold. You walk away with one kulfi for ₹700.
How did that happen? Let’s break down the five “premiums” at play.
At this wedding, the kulfi cart is the only one available, and it’s placed strategically in the dessert area where everyone gathers. The exclusivity of having freshly made kulfis at the event adds to its charm. You can’t just walk into a regular sweet shop and get the same experience—it’s unique to this setting.
The kulfi was not served on a bare wooden stick. Instead, it comes in elegantly plated earthen pots or decorative cones with edible gold leaf toppings and a drizzle of rose syrup. The presentation transforms a humble ₹10 dessert into a luxury experience.
The kulfi cart was branded as “Rajasthani Kulfiwala – Reviving a 100-Year-Old Tradition” or something equally nostalgic. It’s marketed as an artisan product with a rich cultural heritage. Perhaps the Kulfi cart brand even has a reputation for catering to elite events, adding credibility.
The kulfi isn’t sold on the streets of Old Delhi; it’s at a premium wedding venue, such as the Taj Palace or Umaid Bhawan Palace. The ambience itself makes you feel like you’re indulging in something extraordinary.
As you approach the cart, you see a crowd around it, happily chatting and enjoying their kulfis. The wedding photographer even captures a few candid shots of guests holding these beautifully plated desserts. Suddenly, you feel you’d be missing out if you don’t grab one yourself.
Here’s how the ₹10 kulfi’s value is magnified:
Here are key takeaways for Indian brands or retailers looking to replicate this upsell strategy:
Upselling isn’t about charging more for the same product—it’s about creating value customers perceive as worth paying for. Whether it’s a snow cone in a Disney cup or a kulfi at a royal wedding, scarcity principles, packaging, branding, location, and FOMO work universally.
The next time you see an ordinary product sold at an extraordinary price, remember: it’s not the product itself—it’s the experience surrounding it.
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