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 communities to earn loyalty.” The report highlights that Kolkata shoppers are increasingly drawn to sugar-free sweets (43%) and handcrafted, culturally authentic products (41%). Social media is also a key driver, with 55% of local consumers influenced by brands’ online presence. UPI adoption is rising, though 14% remain loyal to existing payment methods.
In Kolkata, consumers continue to support businesses that celebrate local craftsmanship and empower artisans, keeping the city’s cultural heritage alive. Health, wellness, and festive-ready products are driving demand, reflecting a shift toward mindful consumption without compromising on authenticity. Overall, India’s consumers are championing local brands, signaling that homegrown enterprises now lead the way in shaping trends, loyalty, and cultural resonance.