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Akash Biswal
Building the next bi... • 6d
₹10 More, But Worth It: A Lesson from a Momo Stall Near my college in Bhubaneswar, there are multiple food trucks and stalls and almost all of them sell the same thing: momos, Chinese, and the regular fast-food staples. But over time, I’ve noticed something interesting about how me and my friends decide where to eat. It’s not always about price. Even when money is tight, we don’t automatically go for the cheapest stall. For example, one stall sells 6 steamed momos for ₹30. Another sells 6 kurkure momos for ₹40 with more mayo, spicier red chutney. Almost every time, we choose the ₹40 one. Why? Not because we get more pieces. Not even because it’s tastier in the conventional sense. We choose it because the extra ₹10 feels justified. It feels like a better deal, a better value for what we’re getting. And that’s the key word here:" justified value". This is exactly how Indian consumers think. They aren't necessarily looking for the lowest price. They're looking for the right trade-off between cost and perceived worth. If they can see why something costs more, they’re willing to pay for it. As a founder, this mindset is gold. Whether you’re building a product, selling a service, or offering a course don’t just focus on being cheap. Focus on making your pricing feel justified. Add visible value. Make the extra features felt, not just listed. Because in India, even a momo stall teaches you what pricing psychology looks like on the street.
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