26
Sep
A renewed pride in homegrown brands is reshaping consumer behavior across India, with Kolkata emerging as a key market championing local enterprises. Rukam Capital’s latest study, Aspirations of New India: How Consumers Select, Shop, and Shape Brand Connections, reveals that 66% of Kolkata respondents recall homegrown brands most strongly, while 58% actively choose products from local and small businesses. Consumers cited accessibility, authentic value, and relatable stories as reasons for their loyalty. Archana Jahagirdar, Founder and Managing Partner of Rukam Capital, noted, “Indian consumers now value connection, authenticity, and meaningful engagement over discounts. Brands must innovate, communicate honestly, and build…
