Consumer Markets

Retail is changing fast. From smarter decisions to richer customer experiences, everything now runs on AI, VR and AR. Retail tech is reshaping production planning, enabling quicker customer choices, and bringing 3D simulations and virtual trial rooms into the mainstream.

India is expanding and progressing at a strong pace. This makes it essential for every organisation to align with the Viksit Bharat 2047 vision and place digital transformation at the centre of their strategy. To stay competitive, companies need technology that helps them understand consumer needs, track market shifts, and forecast demand with accuracy.

Gen Z is reshaping how consumption works. Discovery starts online, community and creators shape choices, convenience drives action, and there is a clear expectation that brands should stand for more than price and product.

In India, this shift is even more visible. The scale of mobile commerce, social platforms and real-time payments has compressed the path to purchase and made decisions faster and more influenced by digital behaviour.

Rajeev Nayar

Partner, C&O-Commercial-CM&LS
KPMG in India

Consumer aren't just shifting habits. They're rewriting the rules.

Smaller households, delayed life milestones, mobile careers and a clear tilt toward personal choice are pushing solo consumption into the spotlight. Food, travel, entertainment, wellness, convenience - every category is feeling the ripple.

And this isn’t a blip. It’s an urban‑driven, long‑burn shift powered by durable socio‑economic forces and a generation that knows exactly what it wants.

The tea category faces multiple challenges. Mass segments face down-trading and intense regional competition that limit pricing flexibility. In this environment, success will hinge on cost agility, steady premiumisation, and wide reach across channels. Brands that balance innovation with affordability and maintain wide distribution while managing volatility will define leadership in India’s evolving tea landscape.

Retail @ USD3 trillion - Driving India's growth through innovation, infrastructure & Inclusion

India’s retail sector is set to touch USD3 trillion, driving growth through innovation, stronger infrastructure, AI adoption, and inclusion. From creating jobs to empowering small businesses, retail is more than commerce, it's the heartbear of India's economic journey ahead.

Despite ongoing tariff challenges and changing global headlines, retailers across Asia continue to chart a strong growth trajectory. Globalisation remains a key theme, with both physical and online expansion shaping the narrative in this region. Global brands are intensifying their focus on Asia, tailoring strategies to capture market-specific opportunities. At the same time, private labels are gaining significant traction, with consumers showing increasing preference for locally curated offerings.

Interestingly, Gen Z is playing a pivotal role in this shift. Their influence on social media has amplified product visibility and brand perception, often determining what becomes a trend or a success story. Aligning with this new consumer behaviour and leveraging digital influence is becoming not just valuable but essential.

Gen Z: A tech-native, purpose-driven, and influence-heavy bunch is rapidly emerging as the country’s most consequential consumer segment. Having grown up in a hyper-connected world dominated by smartphones and social platforms, Gen Z demands more than products -- they seek personalisation, cultural alignment, and authenticity.