Category: <span>Consumer Behaviour</span>
Jio Story: Mummy’s Dal and the Disappearing AI
What happens when Mummy asks AI for a dal recipe? 5G, cloud and everyday AI become ordinary—and that is the real adoption…
Why the iPhone mini still has a cult following
A devoted group still refuses to upgrade from the iPhone mini. Here's the psychology of 'good enough' tech and what brands can…
Kirana to Cloud: The Customer the Khata Couldn’t Forget
When the khata moves from paper to cloud, the kirana's memory becomes searchable, shared and portable. Here's what that changes for shoppers…
The Day Data Stopped Being the Point
UPI at the chai stall, a study group on a video call, maps on a road trip: how ordinary data became the…
Five Small Habits That Reveal India’s Post-Scarcity Data Mindset
The data saver, midnight binger, kirana owner, first-generation creator and Dadi's first video call reveal how India's question moved from data cost…
Half of Gen Z beauty buyers now live outside metros
Myntra report: half of Gen Z beauty buyers are in Tier 2 and 3 cities, with K-beauty up 200% and minis driving…
Why India’s Whisky Drinkers Trade Up Only on Some Occasions
William Grant & Sons sees older Scotch grow as affluent Indians trade up for weddings and Diwali - converting that into daily…
Jio Story: The Everyday Shift Data Forgot to Announce
From rationed data and the cyber cafe to an always-on pocket, India's data decade changed access. The deeper shift: data became an…
14 WhatsApp groups now outweigh TRP in festive India
With the average Indian in 14 WhatsApp groups, festive shoppers trust group recommendations over TV ratings. Here's how WRP changes brand strategy.
Jio Story: From Village Call to Local Voice Loop
How village-to-city video calls, hostel Wi-Fi culture and regional creators turned local attention into a daily behaviour for Indian audiences.
Jio Story: Are You Data Saver, Binger, Hero or Reel Royalty?
The Data Saver, Midnight Binger, Hotspot Hero and Reel Royalty reveal four behavioural scripts behind India's data decade—and how to market to…
Jio Story: One Phone, Fourteen People, Three Rituals
Why a cricket night, a web-series finale and wedding reels turn one connection into a shared ritual—and what that teaches marketers.