How India Thinks 

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Great India Consumer Perception Study

Tracking What India Buys, Thinks & Believes

The Great India Consumer Perception Study is a landmark research initiative engaging over 30,000 respondents nationwide. Designed to decode the evolving psyche of urban and rural India, the study delivers rich, actionable intelligence revealing not just what consumers do, but also why they do it.

30,000+

Respondents
Nationwide coverage across metros, Tier 2/3 towns, and rural India ensuring statistical reliability and true national representation.

100%

Beyond the ‘What’
Captures not just what people buy, but the emotional, cultural, and aspirational why behind their choices.

6 Core

Mindset Dimensions
Politics, economy, lifestyle, relationships, spirituality, and emerging trends including unique coverage of astrology & alternative healing.

4 Key

Stakeholder Groups Served
Brands, policymakers, marketers/creators, and investors each with direct, actionable insights for growth and strategy.

36

Months of Trend Intelligence
Continuous month-on-month, quarter-on-quarter, and year-on-year tracking over the last 3 years revealing real-time shifts and long-term patterns.
Our Focus Areas

Consumer Buying Patterns

  • What Indians Buy: Spanning food, apparel, electronics, personal care, finance, travel, and more.
  • How Indians Buy: E-commerce vs. traditional retail, preference for marketplaces vs. direct to consumer channels, payment modes including cash and UPI. Online retail continues to accelerate India’s e-retail market reached approximately $60billion in 2025, with three in five new online shoppers coming from Tier 3 or smaller cities.
  • Why Indians Buy: Emotional triggers, rising affluence, and social media influence. For example, 52% of consumers now switch to private labels for quality and value.
Why This Study Matters

This initiative redefines consumer understanding. Our insights serve a spectrum of stakeholders:

Politics & Society

Trust in leadership, nationalism, global perspectives, civic engagement.

Business & Economy

Affinity towards homegrown brands, attitudes on startups, local vs. international preferences, employment security, Future Job Growth, Cities they would love to work, and a lot more!

Astrology & Beliefs

Prevalence of astrology, ritualistic practices, alternate healing, and spirituality.

Love & Relationships

Shifts in views on marriage, dating, gender dynamics, and family constructs.

Lifestyle & Purpose

Perspectives on happiness, ambition, work life balance, and mental wellness.

Emerging Narratives

Green living, digital transformation, Artificial Intelligence, (AI), luxury vs. minimalism, social media, influencer impact, reverse migration, and a lot more!

Interactive Aroma Mapping

Why This Study Matters

This initiative redefines consumer understanding. Our insights serve a spectrum of stakeholders:

  • Brands: Shape products and campaigns backed by what 30,000+ consumers really think.
  • Policymakers: Track economic optimism urban and rural confidence indices both show renewed optimism in 2025.
  • Marketers & Creators: Leverage hard data India now ranks 3rd globally for consumer sentiment.
  • Investors: Tap into rural consumption FMCG sales in rural India are projected to rise at a double digit CAGR, reaching $220billion by 2025.

Key Deliverables

  • Robust quantitative analytics supported by in depth qualitative insights.
  • Comprehensive segmentation: Gen Z, Millennials, emerging India (Tier 2/3), working women and more.
  • Year on year tracking of evolving trends.
  • Tailored industry insight decks: FMCG, fintech, edtech, D2C, and beyond.

The Great India Consumer Perception Study your gateway to understanding, engaging, and winning in the new India.

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