Veblen Goods Veblen goods: The goods those become more desirable as they get more expensive. Named after Thorstein Veblen, a Sociologist who invented the concept in 1899. Would it not be desirable to buy a company that is the owner of a Veblen Goods Brand. And that too its is Indian,  one of the rare instance where an Indian company is the owner rather then the other way round. This large cap has the potential to be the stock story of the decade.