GST Cuts: A Festive Boost for Consumers and Brands
With GST cuts on essentials, electronics, travel, and insurance coming into effect on September 22, consumers are set to gain more financial freedom just as the festive season kicks in. From smarter purchases to lifestyle upgrades, this reform is changing how people spend, save, and celebrate. For brands and marketers, it’s a golden moment to craft sharper campaigns, connect with evolving consumer sentiment, and turn tax savings into real value. Here’s what industry leaders have to say about the opportunities ahead.
Mr. Prashant Peres, Managing Director, Kellanova
The recent GST cut is a progressive step that brings direct relief to consumers and boosts industry sentiment.
At Kellanova, we’ve already begun producing stock with reduced MRPs, ensuring families experience the benefits right at the shelf. We have also aligned our packaging and supply chain to ensure an aggressive roll-out for consumer benefit by September 22, while staying committed to sustainability, innovation, and operational excellence.
We are working tirelessly across a complex supply chain to effect these changes as swiftly as possible so that consumers experience the benefit at the earliest.
We thank the government for this forward-looking decision that enables industry to pass on greater value to consumers.
Abhishek Mehta, Digital Marketing Leader, Dabur
The GST shift isn’t just an economic reform; it’s a storytelling moment. As essentials and experiences become more affordable, brands must pivot from price-point communication to aspiration-building. This festive season, campaigns that frame affordability as empowerment—helping consumers upgrade lifestyles guilt-free—will win hearts. The opportunity is to turn tax savings into emotional equity.
For brands and marketers, this is a golden opportunity to connect with an optimistic consumer base. Campaigns should focus on aspirational messaging that highlights value and quality. For instance, an electronics brand could promote upgrading from a smaller TV to a large-screen model, while an insurance company can market its newly tax-exempt policies as a path to financial security. By aligning marketing with this newfound affordability, brands can build lasting loyalty and drive unprecedented growth. 🚀
Mr. Arijit Sen, Vice President – Sales, Pee Safe.
Reduced GST on essentials will free up disposable income, enabling consumers to move up the product value chain and choose better and higher-value offerings. These additional savings will propel consumers to explore newer segments and try products they may have previously avoided. This shift creates opportunities for brands to not only highlight superior value but also strategically sell higher-end offerings. Marketers can leverage this moment with campaigns that combine affordability, aspiration, and innovation, driving both consumer upgrades and category growth.
Tanuj Gupta, Director – Sales & Marketing, Thermocool Home Appliances.
The GST reform has led to a significant change in consumer sentiment around reduced taxes on essentials, electronics, and home categories. With the festive season upon us shortly after and families looking to upgrade appliances for the year’s end or for gifting, this should provide any required reason for our customers to purchase. For Thermocool, this also represents an opportunity to reach new consumers who have varying degrees of price and value concern, who would be looking for price performance and innovation in the Thermocool offering. And it gives us the potential to further our value messaging around comfort, convenience, and smart living. This reform places brands like Thermocool in the spotlight as they try to meet the value-led demand from consumers.Â
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About Neha Mehta
Neha started her journey as a financial professional but soon realized her passion for writing and is now living her dreams as a content writer. Her goal is to enlighten the audience on various topics through her writing and in-depth research. She is geeky and friendly. When not busy writing, she is spending time with her little one or travelling.
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