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.