A pitch on how PwC will help StoneX understand — and convert — the most considered buyers in Indian luxury retail.
"The man who spends two crores on his floor is not buying tile. He is buying the silence of his guests when they walk in."
"If you say you'll do ethnography — fine. But what do I get? Don't tell me you understand my customer. I already do."
The honest question every promoter asks
Most decks answer this with frameworks. Double diamonds. Discover-Define-Develop-Deliver. We won't. What follows is the exact shape of what we will hand StoneX — what we will learn, where we will learn it, and how each insight translates into a sale closed.
The HNI buyer of a ₹2 crore floor is not making a purchase. He is making a series of micro-decisions, each loaded with social signal, family politics, and decade-long memory.
Click through one such decision — the kind we will map in detail across hundreds of buyers. At each fork, you will see the questions we will ask, and the kind of insight that emerges.
→ Begin the journey on the right.
What StoneX will receive — phase by phase — and what each phase produces that is portable, presentable, and provably commercial.
Hover or tap to meet each archetype. These are sketches — the real dossier will live across hundreds of pages.
Ethnography is not a focus group with better lighting. It is fieldwork. Here is the map of what StoneX is paying us to walk through — adjacent worlds where the same wallet makes the same kind of decision.
Sit in their living rooms. Hear what their spouses say about the renovation. Watch them correct each other.
The gatekeepers. We learn what they recommend, what they refuse, and what tilts a brief from one supplier to another.
The same buyer walks into all of them. We borrow the choreography that already works on the same wallet.
The people who already close deals worth crores. We extract the tacit knowledge that lives in their instincts and isn't written anywhere.
The most valuable conversations StoneX has never had. Why didn't they buy? We will ask, with no commercial pressure on the answer.
Time-and-motion observation across multiple sales cycles. What does the buyer touch, photograph, ignore, return to?
Adjacent terrain. Different verticals. Same craft.
HNI ethnography redrew the in-store experience and the conversion choreography for the higher-ticket range.
What HNIs actually buy when they buy a vault. The insight reshaped both product positioning and the channel pitch.
Direct precedent. Same channel structure. Same multi-stakeholder buying journey. Translatable methodology.
How a brand earns the right to charge a premium without ever raising its voice. Direct relevance to the StoneX positioning question.
Not a deck. Not a framework. A working understanding of the buyer that becomes — month by month — the way StoneX shows up in the world.
"We will not tell you we understand your customer.
We will show you, and then we will hand you the keys."