Meet the New Indian Consumer: changing patterns of consumer behavior in one of the fastest growing economies in the world

A few countries can boast as much momentum as India does today. It is big, young and fast growing. The major transformation that has been underway for the past two decades is changing how the country lives, buys and operates. While India is still to solve its many social, environmental and political challenges, its emerging middle class is a fundamental driving force which is already in effect. Understanding the new Indian consumer becomes ever more important, especially considering their demographic, cultural, geographic and generational heterogeneity. This report looks at the undergoing transformation and brings forward key categories of Indian consumers, highlighting their values, motivations and desires that shape their consumption behavior and shopping preferences. The story helps to make sense of the new Indian consumer, especially among the Russian-speaking business, which has traditionally been focused westwards and is only superficially acquainted with the Indian market.