Published on: April 10, 2026
Kantar has released the 2026 edition of its India in Search report, offering deep insights into India’s evolving consumer mindset through Google search behaviour. Anchored in the theme “Search shows the future”, the report highlights how Indians are navigating cultural dualities across lifestyle, work, identity, and consumption.
Drawing from hundreds of validated search topics, the report identifies seven key cultural trajectories and eleven sectoral trends shaping the future of India’s marketplace.
Across sectors, consumer intent is increasingly replacing impulse. Indians are prioritising informed, value-driven choices across beauty, health, food, and finance.
Religion in India is evolving into a more personalised and digital experience. Consumers are blending tradition with technology, engaging with AI-powered spiritual content and modern rituals.
Parents are actively shaping safer digital environments for children, reflecting a growing need for control and trust in online experiences.
Ageing is being redefined as a phase of strength, independence, and active living rather than decline. Consumers in their 40s and beyond are investing in longevity and wellness.
In contrast to fast-paced digital life, Indians are embracing slower, more meaningful activities such as DIY hobbies, pet care, and creative pursuits.
After years of digital saturation, consumers are seeking real-world experiences that offer connection and immersion—from live events to social outings.
Consumers are exploring identity through mental health awareness, ideology, and self-expression, moving beyond conventional societal frameworks.
Indians are redefining work expectations, seeking flexibility, balance, and purpose while continuing to invest in upskilling.
Soumya Mohanty, MD & Chief Client & Solutions Officer, South Asia, Kantar said:
“Search behaviour continues to be one of the most honest signals of how India thinks, feels, aspires and adapts. This year’s findings reflect a nation negotiating multiple tensions; speed and slowness, protection and experimentation, aspiration and anxiety. For brands, the opportunity lies in understanding these cultural undercurrents and responding with empathy, intelligence, and cultural precision. The 2026 edition of ‘India in Search’ is a strategic compass for anyone seeking to decode consumer truth.”
Kantar’s report highlights a clear shift toward more conscious and deliberate living in India. As consumers balance aspiration with control and convenience with meaning, brands must adapt with empathy, relevance, and innovation.
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