Category: <span>Consumer Behaviour</span>
A Rs 149-a-month test for Kannada digital news
Deccan Herald and Prajavani have put selected stories behind a paywall. The real question is whether trust can turn into paid subscriptions.
K-dramas hit 107.8M monthly viewers—and brands go Korean
Ormax data shows 107.8 million Indians now watch K-dramas monthly, up 48% from 2025. Zepto, McDonald's and Netflix are betting on the…
Premium beer up 38% as India’s drinkers split three ways
Premium beer and spirits are surging, but United Spirits sees wallet fatigue at the lower end. What a three-speed liquor market means…
Amul’s 25 g Protein Cubes Turn Snacking Into a Ritual
Amul's 25 g protein cubes turn a functional snack into a shake-it-yourself ritual. Here's how participation and price shape trial.
Ipsos MediaCell clears CESP audit with 97% accuracy
Ipsos's passive measurement app reported 97% radio accuracy in a CESP audit. Here's what that means for cross-media planning.
US consumer sentiment hits 45.2, worst since 2011
US consumer sentiment fell to 45.2 in October, the lowest since 2011. Here's why the shift matters for brand and pricing strategy.
Himalaya BabyCare’s 6-Film Play for First Winter
Himalaya BabyCare's 'Pehle Winter Ka Pehla Layer' turns a baby's first winter into a life-stage buying trigger, with six films in ten…
Deconstruct narrows 6,000 oily-skin sign-ups to 10 faces
Deconstruct's 'Oily Skin Tested' turns 6,000 registrations into 10 real-world serum trials for oily skin, with texture as the selling point.
App deals, Peri-Peri push lift Burger King India sales 14%
How app-only value deals, a Peri-Peri flavour drop and a first-ever profit reveal the behavioural playbook behind Burger King India's 14% same-store…
Store Design Is Psychology: Kamakshi Mantri on D2C Offline Moves
Kamakshi Mantri on why store design is psychology, festive retail's concentrated window, and how cafés became co-working spaces inside Indian malls.
Gen Z brands take 21.7% of India’s kirana market
New-age consumer brands grabbed 21.7% of India's kirana market in H1 FY27, up from 14.8%. The distribution moat is cracking—here's what it…
India’s running boom is a $9.92B sprint for Nike, Asics
Nike's first India-specific running shoe lands at Rs 3,795 as Asics chases premium leadership. Here's what the running boom means for brands.