FOCUS: BRAND SCALING RISKS | AUDIENCE: INVESTORS IN SLUGGISH BRANDS
BY: SHOBHA PONNAPPA | BRAND BREAKTHROUGH STRATEGIST | 45 YEARS | 125+ CLIENTS
I helped a web design brand see that pricing services in INR vs USD for Indian or foreign clients affected scaling.
The agency had grown quickly in India by offering competitively priced web design services. When it attracted international clients, it began charging them in dollars at far higher rates than its Indian contracts. This created a dangerous problem: some multinationals compared bills across their local branches and overseas headquarters, only to find pricing disparities for the same work. Investors, already cautious about scale, viewed this inconsistency as a structural weakness and a potential investment risk.
The leadership had rationalised the gap by assuming Indian clients would only pay less, while global clients expected to pay more. But when the same parent company saw two different invoices for identical services, it felt deceived. Indian subsidiaries began questioning why they were treated differently, and global HQs feared they were being overcharged. The loss of trust was more damaging than any pricing gain.
I realised the heart of the issue was not currency but consistency. Scaling requires a unified pricing philosophy that withstands scrutiny from multinational clients. Investors demand clarity, because disparities suggest a lack of maturity in value articulation. A brand that cannot explain its own worth risks appearing fragile.
The deeper truth was that by pricing differently across markets, the agency had weakened its credibility. The very clients it wanted to scale with were the ones most sensitive to fairness. It was not about charging more or less … it was about aligning value to avoid contradiction. The real risk was perception, and perception defined the ceiling for growth.
My breakthrough idea for the web design brand was to create a single global pricing philosophy. Instead of offering lower-tier packages only to Indian clients and higher-tier packages to global ones, the brand aligned its service tiers so they meant the same everywhere. The currency could change between rupees and dollars, but the value proposition remained identical. This eliminated accusations of bias and reassured multinationals of fairness.
The big idea was that transparency had to replace arbitrary discounting. By showing that each package had a clear scope and price, valid in any geography, the brand proved its confidence. Local Indian clients could still choose smaller packages if they wished, but those same packages were available globally in dollar terms. Parity of structure removed suspicion and turned pricing into a story of strength.
The new strategy overhauled proposals and pricing models to align globally. Packages were framed as bronze, silver, and gold, but the deliverables for each were identical whether in rupees or dollars. The difference lay only in currency denomination, not in scope or perceived worth. Consistency replaced confusion, building trust with both clients and investors.
The agency also implemented communication campaigns to make this shift visible. A pricing page showed identical packages side by side in rupees and dollars, with no hidden disparities. Case studies illustrated how Indian subsidiaries and global HQs received the same value for the same scope. The shift to one pricing story became a narrative investors could champion.
Here are 10 strategic ideas developed (and several executed) to support the new brand direction:
Unified Pricing Page: A transparent webpage showing the same service tiers in rupees and dollars, with clear explanations of scope and value for each tier. This helped prospects instantly understand that only the currency changed, not the worth of the work.
Aligned Proposal Templates: Standardised documents used in both domestic and international markets, with deliverables and timelines identical. By simply switching currencies, the brand removed the chance of hidden disparities.
Investor Briefs on Consistency: Detailed reports highlighting how unified pricing reduced risk and simplified valuation models. These were designed to reassure investors that scale was built on fairness, not arbitrage.
Multinational Client Case Studies: Features showing how Indian subsidiaries and overseas HQs paid proportionally equal rates for identical services. This gave evidence of credibility in action.
Educational Blogs on Value: Articles published regularly to explain the rationale behind global parity in pricing, positioning the agency as transparent and confident in its value.
Explainer Videos: Animated short videos walking clients through the new tier system, making the change both engaging and easy to grasp. This reinforced the shift to clarity and fairness.
Quarterly Transparency Reports: Public updates detailing the proportion of packages sold across tiers and geographies, giving measurable proof that parity worked. These reports built confidence among clients and investors alike.
LinkedIn Series on Pricing Confidence: Posts reframing unified pricing as a hallmark of global-ready service brands. The series sparked strong engagement from investors and peers in professional networks.
Client Testimonials: Stories where both Indian and international clients praised the fairness of receiving identical value. These were shared across platforms as evidence of consistency.
Investor Webinars: Sessions where leadership explained how transparent, unified pricing lowered long-term risk and created predictable margins. These webinars positioned the brand as scaling responsibly.
100% of proposals adopted the unified global pricing structure.
Multinational client retention improved by 39%, thanks to restored trust.
Average project margins increased by 31%, without alienating local clients.
Two new investor commitments were secured, citing transparency as a key factor.
CONFIDENTIALITY CAVEAT: This case study represents a confidential engagement. For privacy, specific brand identifiers, campaign names, and project phases have been withheld. It has been shared with permission while preserving client discretion.
If you’re brand owner or manager seeking stronger brand performance, this Case Study Post I wrote could interest you: “When a Dojo Closed and a Martial Arts Brand Lost Its Circle.“
And if you’re a solo expert looking to sharpen traction, this Case Study Post I worked on may resonate: “When an Artist’s Message Used Brushstrokes Without Words.“
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