Consumed: A Deep Dive Into Consumer Culture in India

Key Findings

• With over 930,000 content creators in India, the boundaries between consumer and creator are vanishing. The “Neo-Creator” class is redefining fame, social capital, and opportunity, all from the glow of their screens.
• The battle between modern and traditional India plays out online, as voices from across regions demand space in a once monolithic narrative. The “Many Indias” are rising, where hyper-local content asserts cultural diversity in ways never seen before​.
• In an age of instant gratification, consumers are caught between impulse buys and the growing urgency of sustainability. The tension between indulgence and mindful consumption is shaping new spending habits​.
• The digital age has made life hyper-personalised and lonelier. As people retreat into curated worlds of their own making, they seek connection but often find isolation. Brands and creators who understand this tension are creating more intimate, empathetic content.
• As tech invades every aspect of life, from work to relationships, humans are being reshaped by algorithms. AI, virtual reality, and digital ecosystem are altering not just how we live, but how we define ourselves​.
• In an era saturated with content, only the real survives. Consumers now crave authenticity, seeking creators and brands that offer unpolished, genuine narratives.
• The battle for attention spans rages on. Short-form content may capture a moment, but long-form builds communities and lasting engagement. Creators are learning to master both worlds​.
• As India’s digital spaces reflect growing social divides, creators navigate a minefield of polarising content, from regional pride to political extremism. As competing ideologies clash online, the resulting polarisation is influencing everything from brand messaging to consumer loyalty.