A report notes that 58 per cent of consumers like to shop for products mainly from homegrown Indian brands
Emphasising that Indian consumers want to give back to the community by doing their festive shopping from nascent startups, a report has revealed that 58 per cent of consumers like to shop for products mainly from homegrown Indian brands. Around 56 per cent of consumer prefer buying from brands that support a social cause.
A report titled ‘Aspirations of new India: How consumers select, shop and shape brand connections’ by Rukam Capital showed that 43 per cent of Indian shoppers like to do their festive shopping from new startups.
61 per cent of surveyed consumers west India shop for products mainly from homegrown Indian brands. However, it is product quality that earns brand love and recommendations. 35 per cent of aespondents from north India said that they shop only from women-led businesses. The report revealed that the consumers in east India are more likely to recommend brands that are eco-friendly.
Payment Modes And Trends
Unified Payments Interface (UPI) is the most preferred choice for payments, with consumers choosing it for its speed during festival rush. Cards are used more for their reward points or cashback. Tier-1 showcases financial maturity by balancing UPI (36 per cent) with strong credit adoption (24 per cent), driven by rewards and cashback. Tier 3 showed minimal card reliance at just 16 per cent with the highest UPI usage (42 per cent).
The report showed that health nd wellness, kitchen appliances, food and beverages, fashion accessories, and pet care are experiencing increased consumer interest. Health and wellness, kitchen appliances, and pet care seeing heavy online engagement, while food and beverages and fashion accessories remain predominantly offline purchases.
Notably, almost 50 per cent of respondents in pet care report that celebrity or influencer endorsements shape their purchasing choices. Across all these categories, the top purchase decision drivers are ease of availability, word of mouth, and great customer service.
Consumer Behaviour
In Health and wellbeing and Kitchen Appliances, celebrities are the most impactful driver of brand discovery in the east. In food and beverages, south and west are highly influenced by habitual purchase and they do not look for newer brands. Habitual purchase is more in the north for fashion accessories.
West India is more appreciative of products that offer culture, uniqueness and are eco-friendly. The report emphasised that east India is also seen to love products that have cultural value and uniqueness. Highest number of people in south India base their purchases on brands being eco-friendly.
Healthy snacks rule the festive season shopping lists with more than 50 per cent of the respondents showing intention to purchase them. 53 per cent millennials and 47 per cent Gen Z are planning to buy healthy snacks during the festive season. Almost 40 per cent respondents are interested in sugar-free sweets/ sweets with sugar substitutes instead of traditional sweets for the festive season, as per the report.
