More than 50 per cent of Indians prefer to buy homegrown brands: Rukam Capital’s report

Emerging shopping segments include health and wellness, kitchen appliances, F&B, fashion accessories, and pet care

A renewed sense of pride in homegrown brands is shaping the way consumers in cities and towns make purchasing decisions. Over half of respondents say they prefer shopping from homegrown and small business brands, citing accessibility, relatable stories, and authentic value as key reasons for their loyalty. Rukam Capital, a venture capital firm backing early-stage consumer brands, unveils this in a comprehensive study mapping the evolving behavior, preferences, and purchase drivers of Indian shoppers.

India’s consumer economy is poised to become the second largest by 2030. Rukam Capital’s report- ‘Aspirations of New India- How Consumers Select, Shop, and Shape Brand Connections’  aims to showcase the evolving trends in the market that, in turn, help brands, startups, and investors to adapt to the evolving mindset of Indian consumers. The research captures the spirit of an India that is young, aspirational, and global in outlook yet deeply conscious of sustainability, authenticity, and community.  It further highlights that consumers have begun expressing a clear willingness to pay a premium for local brands that excel in quality and champion social causes, further underscoring the appeal of startups driving community  upliftment.

Archana Jahagirdar, Founder and Managing Partner, Rukam Capital, said, “The Indian consumers are no longer passive participants in shaping trends, the market is evolving and is being pillared through affordability, aspirations, and digital sophistication. India is telling us that it is not just about what a brand sells, but how it makes them feel connected, understood, and valued. This shift is forcing even the most traditional categories to reinvent themselves beyond just seasonal triggers, whether that’s through healthier alternatives, transparent communication, or community-driven engagement. For founders, it’s a reminder that building loyalty in India now goes far beyond discounts; it’s about creating meaning in everyday consumption.”

The report also highlights the categories driving growth today.  Health and wellness, kitchen appliances, food and beverages, fashion accessories, and pet care are emerging as strong segments. Across categories, ease of availability, word of mouth, and strong customer service continue to be the top purchase drivers.