India’s festive season, traditionally marked by indulgence and grandeur, is undergoing a striking transformation. A new study by consumer insights platform Smytten Pulse AI reveals that consumer behaviour is now guided by authenticity and purpose rather than impulse and convention.
The study, conducted, draws insights from over 3,000 respondents. It highlights how Indian consumers are redefining the festive experience through conscious choices and stronger emotional connections with brands.
Commenting on the insights, Swagat Sarangi, Co-founder of Smytten PulseAI, said,
“India’s festive economy isn’t just reviving, it’s refining. Shoppers are more aware, more premium-oriented and far more purposeful in what they add to cart. This is a clear signal that the battle is no longer won on discounts alone but on the experience and value delivered. Discounts may bring shoppers in, but brand trust makes them stay. India’s beauty buyer is no longer transactional, they’re transformational. That’s the real festive shift we’re seeing.”
The report identifies three key trends shaping India’s festive consumption landscape. The first is the rise of brands and premium products, with festive shopping emerging as a statement of national and community pride. More than half of Indian consumers now prefer brands and premium products, drawn to their authenticity and relatable stories. Additionally, 43% of respondents said the discounts and offers influences their purchasing decisions during the festive period.
The second trend is the spending power of the Indian consumers, reflecting 58% of respondents plan to spend more this festive season than last year, allocating between ₹3,000-4000. Interestingly, Gen-Z (aged 18–24) shows the highest shopping frequency, with many buying weekly this festive season.
The third trend is the impact of GST reductions, impacting the purchasing decision of the Indian consumers. 62% of respondents understand the impact of GST reductions and over half (51%) say, these price drops have influenced their purchase decision.
Read more: Swiggy Lights Up Diwali with ‘Light a Diya’ Campaign — An Interactive, Tech-Enabled Celebration
