Mintel

According to Mintel Reports India, the localism mindset in India has been growing, with local brands being preferred over imported ones. Senior Lifestyle Analyst at Mintel Reports India, Saptarshi Banerjee, highlights three themes related to consumers' attitudes towards local and imported goods. First, there is an upsurge in ethical and sustainable initiatives, with consumers increasingly looking at foreign brands that support local businesses and modify their products to suit local needs. Second, imported goods are perceived to be less healthy and offer less value for money compared to Indian brands, although they are considered more technologically advanced and premium. Lastly, imported brands lack differentiation and visibility in India, with almost four out of ten consumers finding it hard to differentiate between imported and Indian brands. Banerjee suggests that Indian brands should capitalize on the pandemic-driven interest in health and wellness and weave in traditional ingredients to cater to both Indian and international consumers.