Mapping India's Consumer Landscape: Key Insights from the Consumed a Report by Kommune

by  EVENTFAQS Bureau Industry Watch | October 24, 2024 | News

Kommune Consumed

India's consumer culture is undergoing a significant transformation, driven by the rapid rise of digital connectivity, evolving socio-economic dynamics, and growing awareness of sustainability. The "Consumed" report by Kommune offers an in-depth exploration of these shifts, analyzing how content creation, consumption, and commerce are intertwined in the country’s changing landscape. By focusing on five mega-trends, the report highlights the forces shaping consumer behavior, from the dominance of digital platforms and the rise of the creator economy to the contrasting values of convenience and conscious consumption. With data-backed insights, it paints a vivid picture of a nation at the crossroads of tradition and modernity, where brands and creators must adapt to meet the evolving expectations of their diverse audiences.

The report is based on a detailed trend-mapping study that gathers insights from over 100 experts, including artists, creators, marketing professionals, brand leads, entrepreneurs, and design consultants. It uses a combination of qualitative and quantitative research methods, such as interviews, focus groups, and data analysis, to identify current and emerging trends in India’s content and consumption landscape.

Roshan Abbas, Founder of Kommune India said, “At Stumble, we're cultural soothsayers decoding today's technicolour chaos. As we went through reports and gathered opinions, we peeked into our crystal ball of post-pandemic trends, speaking to experts with surprising insights and tomorrow's zeitgeist of our times. The output both surprised us and helped us make sense of our whirlwind present and glimpse the future that's already here.”

Here's a summary of the findings:

1. Default Mode: Online

India’s content consumption has shifted predominantly online, with over 820 million active internet users, including 442 million from rural areas. In 2023, internet penetration grew by 8% year-on-year. Content creation has boomed, with 930,000 creators in India as of 2023. The popularity of OTT platforms has soared, reaching 481 million users and 102 million paid subscriptions, a sharp rise from just 14 million in 2018. This trend has led to the rise of the Neo-Creator culture, blurring the lines between creators and consumers, with short-form content dominating for quick discoverability, but long-form content retaining its value for deeper engagement.

2. India + Bharat

India’s diversity is reflected in the distinction between India (urban, upwardly mobile) and Bharat (rural, regional). The rise of vernacular content is a key driver of change, with projections showing that vernacular content will increase from 30% to 55% of total content in the near future. In urban areas, 57% of internet users prefer content in Indic languages​. This segmentation of audiences is changing how brands and creators approach hyperlocal content strategies, fueling the narrative of "Many Indias."

3. Compulsive Convenience vs Conscious Consumption

India is witnessing a tension between impulsive, convenience-driven consumption and the growing demand for sustainability. While 15% of Gen Y and Z claim all their purchases are for sustainably-made goods, 52% of urban Indians expect to spend more on sustainable brands in the next three years. Despite this, quick commerce continues to thrive, with monthly transacting users being one-third of online food delivery and one-fourth of online mobility in 2024. This trend reflects the cognitive dissonance between the desire for ethical consumption and the convenience of instant gratification.

4. Worlds of One

In response to the challenges of modern life—rising costs, political polarization, and environmental crises—individuals are creating personalized "Worlds of One." This involves curating experiences, products, and brands that reflect their unique identities, driven by personalization and convenience. However, the darker side is rising loneliness, with Gen Z and Gen Alpha exhibiting increased feelings of isolation. Brands are stepping in to fill the emotional void by fostering empathetic, authentic connections.

5. Humans Rewired

Technology is reshaping every aspect of life, blurring the lines between human experiences and digital systems. With over 1.10 billion mobile connections in India and 659 million smartphone users, the country is deeply integrated into the digital ecosystem​. AI and algorithmic systems are altering how content is created, consumed, and distributed. However, this comes with concerns over privacy, attention spans, and ethics as humans adapt to their increasingly digital lives.

How are India’s Creators and Consumers Merging, Diverging, and Reinventing Culture?

• The rise of Neo-Creators blurs the line between content makers and consumers. This fosters parasocial relationships with their audience. (page 6 of “Consumed”).
• As on-demand content and digital streaming are on the rise, consumers are seeking curated content while dealing with FOMO on what’s beyond. (page 8 of “Consumed”)
• There is an uptick in people wanting to unplug, seeking IRL extensions of their URL personas, giving rise to phygital communities like Cubbon Reads, Zomato’s District, and Nike Run Club.  (page 10 of “Consumed”).
• The Indian diaspora is growing. It's important to find ways to stay connected, and hence, how we represent ourselves online is becoming a crucial part of our identity. (page 14 of “Consumed”)
• ⁠People are seeking offline experiences to escape screen fatigue. While the idea of "buying experiences, not things" was popular, we often treat experiences as disposable objects; in fact, we hardly see things and experiences as different at all. (page 24 of “Consumed”)
• The digital divide is widening. This creates a two-tiered world: those who are digitally connected and those who are not. India is a stark example of this divide. (page 25 of “Consumed”)
• ⁠People are increasingly using credit to buy things they can't afford, leading to a debt crisis. While financial literacy is improving, the credit boom is a major concern. (page 25 of “Consumed”)
• Social media has changed our friendships, where we now microdose our friendships through soft check-ins and passive interactions – such as sending memes to each other and reacting to them without actually having a conscious interaction. (page 39 of “Consumed”)