In a rapidly changing consumer landscape, Indian companies, regardless of their size, are rethinking their marketing approaches to better align with the evolving preferences of their customers. A study by Kantar highlights a significant shift towards more localized marketing efforts, focusing on specific demographic groups such as Gen Z, Gen Alpha, and millennials.

This strategic pivot is in response to several key trends, including a rising demand for premium products, an increase in online shopping, and a move towards advertising that includes all genders. With India's consumer base including approximately 116 million shoppers, of which Gen Z makes up 40% of urban consumers aged between 15-55 years, it's clear why brands are keen to engage these younger audiences. These consumers are not only active on social media but are also vocal about their values, including perspectives on family and identity.

However, Kantar's report suggests that the diversity within these consumer groups requires a more nuanced approach to marketing. It points out that by 2030, Gen Z and Millennials will constitute nearly half of India's population, raising the question of whether such large groups can be considered homogenous. The report also notes that the focus on younger demographics might lead brands to overlook older, yet increasingly affluent, consumer segments.

The study also reflects on the evolving marketing landscape, where brands are moving away from traditional advertising towards digital marketing and e-commerce. This shift is evident among major companies like Nestle India Ltd, Hindustan Unilever Ltd (HUL), and Godrej Consumer Products Ltd, which are emphasizing product innovation and digital media activations, particularly in sectors like beauty and personal care.

Moreover, the report discusses the Indian consumer's growing affluence and desire for luxury items, alongside a continued emphasis on value for money. It highlights how social media and balanced gender representations in advertising are influencing consumer behavior and shopping habits.

Omnichannel shopping is on the rise in urban India, indicating a future where consumers will enjoy a seamless shopping experience across multiple platforms.

In conclusion, as Indian brands adapt to these changing consumer dynamics, platforms like Probz.ai stand to offer valuable insights. Probz.ai, an AI-powered platform, provides both qualitative and quantitative insights collection, helping brands navigate the complexities of the modern market and engage with their consumers more effectively.