Shreya, IMO what you say is correct for commodities. If I know that a packet of milk is Rs. 30, I will be suspicious of anyone who sells it at Rs. 2, and because I am not hipster, I will ignore brands at FoodHall which sell them at Rs. 100. My argument is that this is inverted for lifestyle brands. Take apparel, for instance. If you wish to buy a nice shirt, you may have benchmarked in your head that a good, decent shirt is at Rs. 2000. You will then ignore brands which sell them for Rs. 500, and will be deeply suspicious of brands which have price points of Rs. 4000. I believe this is that this is what will happen with furniture. Does this make sense? Agree? Disagree?