Anchored in the theme ‘Search shows the future’, the 2nd edition of ‘India in Search’ report decodes India’s evolving cultural, emotional and consumption behaviours through the lens of Google Search.
Structured in two connected sections – Cultural shifts and Sectoral trends - the report mirrors how culture shapes categories - and how categories reveal deeper cultural undercurrents. Together, the two sections provide an end-to-end read - from cultural mood to market movement - to help brands anticipate, not react.
The report identifies seven cultural trajectories and eleven sectoral trends, revealing a nation navigating powerful dualities - from digital abundance and parental caution to rising aspiration amid economic pressure. Search behaviour makes these tensions visible, quantifiable, and actionable.
These aren’t trends in isolation. They are interconnected trajectories revealing an India that is reshaping its everyday life through a series of subtle but powerful shifts.
For marketers, it means that brands and categories cannot be seen as self-contained microcosms. Intersectionalities of culture, aspirations, needs manifest themselves as sectoral trends which savvy marketers, innovators and CEOs must explore, quantify and prepare for.
The message is clear: growth will belong to those who read these micro‑shifts early and respond with intelligence, empathy, and cultural fluency. Categories are no longer self‑contained; they are being shaped by cultural forces that sit outside their boundaries. The winners will be the ones who understand these intersections - between culture and category, emotion and utility, aspiration and constraint.
This report is an invitation to look beyond the obvious, to see where India is heading before it gets there. The signals are all here. The shifts are already underway. The question is how quickly we choose to act.
To get a visual overview of India's search behaviour and the dynamic shifts across various categories, download the infographic above.
Identify early cultural and behavioural signals before they fully materialise in market data, enabling smarter, forward‑looking decisions.
- Break out of category silos:
Understand how cultural forces outside your category are reshaping demand, expectations, and growth opportunities within it.
- Turn cultural insight into commercial strategy
Connect abstract cultural shifts to tangible sectoral and category implications that inform product, innovation, and portfolio choices.
- Design with empathy and relevance
Decode the emotional and aspirational tensions shaping consumer behaviour, helping brands respond with greater resonance and trust.
- De‑risk innovation and investment decisions
Use search‑led signals to validate emerging opportunities, prioritise where to play, and avoid chasing short‑lived hype.
- Move faster with confidence
Replace hindsight‑led trend reporting with actionable foresight that supports timely decisions in a fast‑moving, fragmented market.
For more insights and to explore how these trends can benefit your brand, contact your local Kantar team or get in touch with our experts.
Ranjana Gupta
Director, South Asia, Kantar
ranjana.gupta@kantar.com
Sherin Linda Hephzibah D
Account Director – Innovation, India, Kantar
sherinlindahephzibah.d@kantar.com