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India is not a homogenous market. It is an amalgamation of people across a large landmass, a variety of religions, socio economic distinctions, several languages and last but not least, a diverse set of aspirations driven across generations. The typical Indian consumer has gone past the traditional definition of being price conscious. Today consumers are considering intangible assets such as brand’s goodwill, equity, ethics and purpose more while making their purchase decision. The rewards for firms who are able to comprehend, acknowledge and act on this mind shift are substantial. Going forward, organisations need to evaluate and invest in studying consumer profiles, keeping in mind the larger picture. We are hopeful that this report will introduce business leaders to such consumer behaviour changes and help them traverse their decisions meaningfully. We encourage you to read and consider the findings of our study in your growth journey as we adapt to the new rules of business.