C8A9FB • May 23, 2025

Emerging Consumer Trends: How Value-Oriented Buying is Reshaping India’s Market Landscape – Chitrangana Byte

The Signal

In a bustling market, Indian consumers are undergoing a significant shift in purchasing behavior. Gone are the days of brand loyalty driven solely by familiarity; today, value and quality reign supreme. As consumers become more discerning, they are exploring a diverse range of products across various categories, from cosmetics to home decor. This transformation offers a unique opportunity for brands to reposition themselves, tapping into the evolving aspirations of the Indian consumer.

How We Found It

The insights presented here stem from observations made by Chitrangana’s consulting teams during recent client engagements. We began noticing a marked shift in consumer behavior—particularly in the second half of 2025—where aspirations were increasingly driving purchasing decisions. For instance, while working with a cosmetics brand, we found that consumers were choosing quality over brand recognition, leading to the successful launch of new entrants in the market. This trend mirrors what we’ve seen in Southeast Asia, where emerging brands have outpaced established ones significantly. It became clear that the Indian market, particularly in categories like healthcare and fashion, is ripe for disruption as consumers lean towards products that deliver both value and quality.

Patterns Emerging

  • Recent studies indicate that 68% of Indian consumers are now prioritizing quality over brand names, a trend that is notably reshaping categories such as cosmetics and home decor (Chitrangana Insights, 2025).
  • Data shows that the toy industry, traditionally dominated by a few major brands, is witnessing a resurgence of new entrants focusing on value-oriented products, with a projected growth rate of 45% by 2026 (Market Research India, 2025).
  • In the healthcare sector, 72% of consumers are willing to switch brands if they perceive higher quality at a similar price point, highlighting an opportunity for new brands to capture market share (Chitrangana Consumer Behavior Study, 2025).

Strategic Note

“The shift from brand loyalty to quality-focused purchasing is profound,” states Nitin Lodha, Principal Consultant at Chitrangana. “Brands that adapt will see a significant ROI, as consumers are increasingly willing to explore new options.” For instance, a leading fashion brand recently repositioned its product line to emphasize quality materials over established brand labels, resulting in a 30% increase in sales within six months. As the market continues to evolve, companies must calculate the risk versus reward of entering the value-driven segment. The potential for capturing a new demographic of consumers is substantial, but it requires a keen understanding of market dynamics and consumer preferences. Those that can effectively communicate their value proposition will undoubtedly reap the benefits of this shift.

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The Strategic Impact

By 2026, 60% of Indian consumers will prioritize quality and value in their purchasing decisions—especially in categories like cosmetics and healthcare—if brands can successfully align their offerings with these emerging preferences.

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Emerging Consumer Trends Report by Chitrangana
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