New Delhi, Mar 19: By Alvarez & Marsal in partnership with Confederation of Indian Industry (CII) highlights a fundamental shift in consumer behaviour in India, driven by research-led decision-making, rapid delivery expectations, and increasing channel fluidity. Titled “The New Consumer Imperative: Rewiring Commercial Models for Growth,” the report draws on a survey of 2,019 respondents across 54 cities, alongside industry and government data.
The study reveals that 83% of Indian shoppers rely on reviews before making a purchase, while 77% expect delivery within two hours, underscoring the growing importance of proof and speed in shaping purchase decisions. Additionally, more than 73% of consumers explore multiple channels, with 64% completing purchases across two or more platforms for a single need.
The report identifies six key behavioural shifts redefining the Indian consumer:
-
The Generation-Agnostic Consumer: Age-based consumption patterns are blurring, with digital access enabling multiple generations to engage with similar platforms and trends.
-
The Proof-Seeking Consumer: A majority of consumers validate purchases through reviews, creators, and independent sources rather than relying solely on brand messaging.
-
The Zero-Latency Consumer: Faster purchase cycles are becoming the norm, with 41% of consumers shopping online multiple times a week.
-
The Selectively Premium Consumer: Consumers are increasingly opting for premium products within specific categories, regardless of income levels.
-
The Channel- and Brand-Fluid Consumer: Shopping journeys now span social media, marketplaces, and offline retail, with 73% of consumers exploring multiple channels.
-
The Privacy–Personalisation Paradox: While 98% prefer personalised engagement, 88% are likely to abandon brands if interactions feel intrusive.
Bharat Garg, Managing Director – Consumer, Consumer Tech and Retail Practice, Alvarez & Marsal India, said, “Indian consumers today validate purchases far more actively, with 83% relying on reviews and 73% exploring multiple channels. Companies must now build credibility wherever consumers evaluate choices.”
Mani Singhal, Managing Director & Co-Lead, Consumer Practice at Alvarez & Marsal India, added, “India’s consumer market is entering a new phase of growth driven by digital access and evolving expectations. Businesses must rethink their commercial models to keep pace with this faster, more dynamic consumer.”
The report also highlights two structural trends shaping consumption:
-
Channel Fluidity: Around 64% of consumers use multiple channels during a single purchase journey, often discovering products on social media and completing purchases via marketplaces or physical stores.
-
Basket Fluidity: Nearly 62% of consumers prioritise outcomes over categories, with 70% purchasing from categories different from their initial intent to fulfil specific needs.
Ms. Pushpa Bector, Chairperson, CII MarketEdge 2026 and Senior Executive Director & Retail Head at DLF, emphasized the importance of strong brands in driving India’s economic growth, stating that globally competitive brands will be key to expanding domestic demand and exports.
According to the report, these evolving behaviours require businesses to redesign their strategies around consumer outcomes, strengthen omnichannel presence, and prioritise proof-driven marketing. Companies must also balance personalisation with trust to remain relevant in an increasingly competitive marketplace.
