• Rani

This paper provides a conceptual overview and practical review of how mass-market and premium brands use color differently in branding and communication. It focuses on India's diverse and complex retail market, which includes traditional kirana stores, modern trade, and e-commerce sectors. Using systematic reviews of packaging color effects, experimental studies on saturation and status signaling (such as perceived heritage), and India-specific case studies, this study shows that color strategy is mainly influenced by brand goals and the level of decision involvement (low- vs. high-involvement purchases).

colour, packaging, luxury, FMCG, India, branding

"Colour Usages by Mass-Market Brands and Premium Brands: Focus on India ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.13, Issue 10, page no.a546-a560, October-2026, Available :http://www.jetir.org/papers/JETIR2610061.pdf

"Colour Usages by Mass-Market Brands and Premium Brands: Focus on India ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.13, Issue 10, page no. ppa546-a560, October-2026, Available at : http://www.jetir.org/papers/JETIR2610061.pdf