Reports
Our lens on consumers and markets.
Beyond Metros
The Real Story of Bharat’s Next 500 Million
Aspirations of New India
How Consumers Select, Shop, and Shape Brand Connections
India’s consumer economy is entering a decisive phase. A rising middle class, digital adoption, and shifting cultural currents are redefining how the country shops and aspires. The result is a market that is vast, fragmented, and fast-moving—where value-consciousness sits alongside premiumisation, and cultural pride coexists with global influences.
Our report, Aspirations of New India: How Consumers Select, Shop, and Shape Brand Connections, examines these trends ahead of the festive season. It shows how quality and authenticity are overtaking celebrity endorsements, why homegrown brands are capturing trust, and how gaming and pop culture are shaping discovery.
For entrepreneurs and investors, it’s a roadmap to navigate India’s most exciting decade of consumption-led growth.
India’s next phase of consumer growth is taking place beyond the big cities, in smaller towns, Tier 2 and Tier 3 cities, and new urban areas. Beyond Metros explores how Bharat’s next 500 million consumers discover brands, build trust, and make buying decisions in a market that is rapidly going digital but still influenced by local culture.
Based on feedback from 5,000 consumers across India, the report finds that people are discovering products through videos, following creators, trusting their communities, and making choices based on value. It also shows that consumers now decide what to buy based on the platform, culture, and everyday usefulness, rather than on celebrity endorsements or hype.
This report gives brands, founders, and investors a clear picture of how Bharat’s consumers are changing and highlights where new growth opportunities in India are likely to emerge over the next 10 years.