Indian brands innovate to meet growing demand for novelty and customisation

Consumers are now seeking novelty and uniqueness along with the important dietary considerations.

Indian brands are embracing innovation and personalisation to keep up with changing consumer preferences, according to a new report by GlobalData. 

With consumers seeking novelty, brands are finding new ways to maintain their relevance and stand out in a crowded market.

“Brands need to ensure they meet consumers’ needs and expectations of novelty and uniqueness along with the important dietary considerations,” said Savitha Kruttiventi, Consumer Analyst at GlobalData, 

“Manufacturers must focus on launching products that are innovative and align with consumers’ preferences to create deeper connections with them,” added Francis Gabriel Godad, Consumer Business Development Manager at GlobalData India. 

About 74% of Indian consumers are drawn to products that offer novelty and uniqueness, he noted.

Additionally, Godad said customisation is also key, with 65% of consumers saying their purchase decisions are influenced by how well a product aligns with their preferences.

“Consumers are seeking novel products that align with customisation and personalisation trends,” said Kruttiventi. “This highlights the need for the brands to adapt and innovate to retain their customer base. “