Changing Consumer Behaviour Redefines Buying Patterns Across India, Finds A&M and CII Report

Bharat Garg, Managing Director at Alvarez and Marsal India, says 83 percent of shoppers rely on reviews while 77 percent expect delivery within two hours, reflecting a shift toward speed led and proof driven consumption

Consumer behaviour in India is undergoing a significant shift as purchase decisions become faster, more research driven and less dependent on traditional categories, according to a report by Alvarez and Marsal in partnership with the Confederation of Indian Industry.
Based on a survey of 2,019 respondents across 54 cities, the report highlights how consumers are increasingly guided by outcomes, convenience and validation rather than fixed preferences. It finds that 83 percent of shoppers rely on reviews before making purchases, while 77 percent expect delivery within two hours, underscoring the growing importance of both credibility and speed.

Shopping journeys are becoming more fluid, with 73 percent of consumers exploring multiple channels before making a purchase and 64 percent completing transactions across more than one platform to fulfil a single need. At the same time, 70 percent report buying from outside their intended category, indicating a shift toward outcome based decision making.
Bharat Garg, Managing Director for Consumer, Consumer Tech and Retail Practice at Alvarez and Marsal India, said, “Indian consumers today validate purchases far more actively, with 83 percent relying on reviews before buying and 73 percent exploring multiple channels during the purchase journey. This shift means traditional brand led marketing alone is no longer enough. Companies must build credibility wherever consumers evaluate choices through authentic reviews, creator influence and strong presence across digital platforms. Brands must now compete where consumers evaluate, not just where they transact.”

The report identifies six behavioural shifts shaping the market, including a generation agnostic consumer base, increasing reliance on proof such as reviews and creators, expectations of rapid delivery, selective premiumisation within categories, movement across brands and platforms, and sensitivity toward data privacy despite demand for personalised experiences.
Mani Singhal, Managing Director and Co Lead for Consumer, Consumer Tech and Retail Practice at Alvarez and Marsal India, said, “India’s consumer market is entering a new phase of growth as rising incomes, digital access and evolving expectations reshape how people discover and choose brands. While this is known, the commercial models to serve the new consumer need a re think. Companies that align their strategies with these behavioural shifts will be better positioned to capture the next phase of growth.”

The findings also highlight structural changes in how consumers shop. Channel fluidity is increasing, with consumers using social media for discovery, marketplaces for evaluation and quick commerce or physical stores for final purchases. Even older consumers are following similar patterns, indicating that digital adoption is not limited by age.
Basket fluidity is also becoming more common, with consumers combining planned and impulse purchases within the same transaction. Around 62 percent prioritise the outcome they want before choosing a product category, while many assemble purchases across categories to meet specific needs.

Pushpa Bector, Chairperson at CII MarketEdge 2026 and Senior Executive Director and Retail Head at DLF, said, “As India moves toward 2030, strong and credible brands will play a vital role in stimulating domestic demand, expanding exports, attracting investment and positioning India as a competitive global market. The focus must now shift toward building brands that are globally respected.”
The report concludes that businesses need to redesign their commercial models to match evolving consumer behaviour. This includes focusing on outcome based product design, strengthening omnichannel presence, prioritising credibility driven marketing and building systems capable of responding quickly to changing expectations.

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