Gillette already make a lower-cost product for the Indian market; They have a range of double-edged razors and blades, which sell for less than the product being discussed. Gillette have little interest in competing on price with local brands.

The marketing effort by Gillette is to upsell Indian consumers from a generic double-edged razor to a proprietary cartridge system, opening the path for continual upselling to multi-blade cartridge systems as those consumers and their offspring enter the middle class.