The cautiously optimistic Indian consumer: A guide for marketers to connect amid rising prices

Soumya Mohanty and Surbhi Gupta

As cost-of-living issues take centre stage in India, Kantar’s Soumya Mohanty and Surbhi Gupta examine how brands can appeal to consumers by offering both quality and sustainability in an increasingly expensive world.

It was a first when Maggi raised its price from Rs 12 to Rs 14 (100 rupees = US$1.25) for its 70g pack, which is the staple in most Indian households. Maggi was not the only brand on the kitchen shelf that raised prices, with others also doing the same for sachets in the historically successful trial pack.

Two in three people are worried about the economy, according to Kantar’s Global Issues Barometer, which observes the perspectives of Indian consumers and compares them to those of 10,000 people from 18 other countries across the world.

The result is more pragmatic spending,...

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