India’s shopping habits are changing fast. A recent report by Alvarez & Marsal, in collaboration with the Confederation of Indian Industry (CII), highlights how consumers are reshaping their buying experiences. The study surveyed over 2,000 people in 54 cities and combined this data with government insights and industry research.
One major finding is that **83% of shoppers rely on reviews** before making decisions. Speed matters too; **77% expect their orders delivered within two hours**. This shows that consumers want both evidence and quick service when buying. Their shopping journeys have become more complex, with **73% exploring different channels** and **64% buying across multiple platforms** for one need.
Consumers are also changing what they buy. The report shows that **70% buy items outside their intended category**. In addition, **62% focus on outcomes** rather than just product types. Interestingly, **more than 73% are willing to pay more for premium products** in some categories, regardless of their income. This indicates a shift in how people view premium purchases.
However, there’s a fine line between personalization and privacy. While **98% of consumers prefer personalized shopping experiences**, **88% would leave a brand** if they feel the engagement is too intrusive. Brands need to strike a balance to keep customers happy.
Bharat Garg, Managing Director at Alvarez & Marsal India, emphasizes this change: “Consumers are validating purchases more than ever. Companies must now ensure credibility through authentic reviews and a strong digital presence, not just traditional marketing.”
Mani Singhal, also from Alvarez & Marsal, highlights that **India’s consumer landscape is evolving** rapidly. As incomes rise and access to digital platforms grows, brands must rethink their strategies to meet these new expectations. He notes, “It’s like the consumer is speeding ahead while businesses struggle to keep up.”
Ms. Pushpa Bector from CII MarketEdge 2026 adds that by 2030, trustworthy brands will be crucial in boosting domestic demand and exports. The challenge is not just to capture the market, but to create globally respected brands.
The report identifies six key trends driving this change: 1. Generation-agnostic behavior, 2. Proof-seeking purchases, 3. Demand for instant gratification, 4. Selective premium purchases, 5. Channel and brand fluidity, and 6. The tension between privacy and personalization. It also highlights **two major trends: channel fluidity and basket fluidity**, which are crucial for modern commerce.
With consumers hopping across various platforms, businesses need to adapt. Traditional models based on fixed products and linear journeys won’t work anymore. Companies should focus on outcome-driven strategies, enhance omnichannel presence, and prioritize trust in marketing efforts.
As India’s digital landscape grows, those who quickly adjust to these shifts will grab the next wave of growth in the consumer market.
