Mr Gandhi has mentioned that they are a value brand where they are priced lower that the other mass market brands and hence the inferior quality but people especially the aspirers and lower middle class category want to buy branded products but don’t want to spend as much money.
As per a survey, aspirers (income upto 2-5 lakhs) are 52% of the housholds while the middle class (upto 30 lakhs) are 30% of the household in the country. The addressable market is ~65% for the company and India has ~25 crores of households. There is enough for everyone to go around. Make the business more recurring by making lower quality products and reduced prices.
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