Indian consumers shop across multiple channels, buy outside intended categories
A new report from Alvarez & Marsal and CII reveals 64% of Indian consumers shop across channels, and 70% buy outside intended categories, highlighting evolving behavioral shifts.
Indian consumers are exhibiting a more fluid purchasing behavior, frequently shopping across multiple channels and buying products outside their original purchase intentions, according to a new report by Alvarez & Marsal (A&M) in partnership with the Confederation of Indian Industries (CII).
The report, titled "The New Consumer Imperative: Rewiring Commercial Models for Growth," surveyed over 2,000 respondents across 54 cities. It found that 64% of consumers shop across two or more channels to fulfill a single need. Furthermore, 70% purchase items outside of their intended categories, indicating a departure from traditional, narrowly defined consumer choices.
These shifts are driven by increased reliance on reviews and expectations of speed. The study highlights that 83% of Indian shoppers rely on reviews before making a purchase, and 77% expect delivery within two hours. While real-time personalized engagement increases purchase likelihood, intrusive interactions lead to brand abandonment, with 88% stating they would leave a brand if interactions feel invasive.
The A&M–CII report argues that traditional commercial models, built on fixed categories and linear journeys, are no longer sufficient. Companies are advised to redesign product portfolios around consumer outcomes rather than categories, prioritize proof-driven marketing and creator influence, and build agile operating models capable of rapid response to consumer behavior.