Examining what it’s like to live, work, and play in India, our experts guide you through the nuances that define its culture.

Indian families are dipping into their savings and taking loans to maintain their lifestyle while the youth are finding it tough to get jobs. What do these economic changes mean for the festival where spending traditionally peaks, and how will they reshape the experience of Diwali celebrations?

Economic challenges are changing India’s Diwali festival

People from Northeastern India have faced prejudice toward their local cuisine. However, as interest in hyperlocal stories grows, YouTubers tackling negative stereotypes are finding global audiences and driving attitudinal shifts by spotlighting the local culture and ecology behind the dishes.

Hyperlocal food content is shifting global prejudices

Indian fintech startup Jupiter is refashioning banking in India at breakneck speed. With its live expense tracking, easy investment channels and smart saving tools, Jupiter takes on the role of a financial partner to Indian Gen Y and Z. But how did it make its name in the sacred space of banking?

How Jupiter simplifies money management for Gen Y Indians

According to new research, high-income holidaymakers in the APAC region are increasingly planning their vacations around culinary destinations, pointing to a shift in priorities for HNWIs. As travelers grow to demand unique experiences, culinary tourism is becoming a major driver for luxury travel.

Culinary tourism is growing in APAC

The nutraceutical start-up Wellbeing Nutrition has launched a campaign that uses humour to promote its dissolvable oral nutrient strips. As more Indians adopt a ritualised approach to health and wellness, brands can be assistive by showing how customers can build new routines around their products.

Wellbeing Nutrition makes health rituals fun for Indians

The international denim company Levi's appeals to young, fashion-conscious Indian shoppers by emphasising individualism, self-expression, and freedom. It combines digital and physical retail, catering to Gen Z's preferences with personalised in-store experiences and smart influencer partnerships.

Why Levi’s customises denim for Indian self-expression

A study has found that ‘travel now, pay later’ (TNPL) arrangements are garnering traction among young Indians. As growing disposable incomes make travel a more affordable reality for the country’s middle class, brands are dialling up the flexibility around trip planning to entice holidaymakers.

Indian vacationers are keen on ‘travel now, pay later’

The Sleep Company, India’s first SmartGRID-based mattress maker, disrupts the comfort sector by championing the transformative power of a good night’s sleep. Amid rising stress and hustle culture, how is this brand leading with innovation and catering to Indians’ newly formed wellness priorities?

How The Sleep Company cradles Indians and their need for rest

Indian jewellery retail chain Senco Gold has launched its Pride campaign in collaboration with LGBTQ+ actor Sushant Divgikar. With brands shying away from open displays of support for Pride, those that continue to pledge their support may appeal to audiences who value consistent brand action.

Senco Gold celebrates queer Indians with Pride anthem

Online meat marketplace Licious is making Indians ‘born to eat meat’ – to some extent. The brand attempts to organise a heavily unorganised meat sector, eat up the premium meat market, and fight social stigma. Already on the IPO route, how did Licious become a success in a not-so-vegetarian society?

How Licious repackages India’s meat-loving culture

India's PM Narendra Modi won a third term, but his party lost an outright majority. Luxury spending rises, but the class divide grows. Tech innovations loom but also spread misinformation. Why? This Cultural Snapshot uses local stats to explore behavioural norms shared by people in India in 2024.

A Cultural Snapshot of India: 2024

Motorbike rentals are surging in popularity across the globe thanks to favourable cost-efficiency and convenience in the context of both regular commuting and leisurely road trip transport. Changing spending habits are resulting in changing relationships with transport and automotive ownership.

Cost-savvy commuters are turning to motorbike rentals

With gamified experiences, celebrity collaborations, and a strong omnichannel presence, Bombay Closet Cleanse is transforming the thrifting scene in India. See how their approach fuels the perception of circular fashion as cool and accessible to India's young, fashion-conscious population.

Why Bombay Closet Cleanse makes thrifting exclusive

What began as revenge spending post-pandemic has now become par for the course, with Indians splurging on sprawling residences, lavish holidays, fashion, tech, and more. Simultaneously, however, India’s income inequality and unemployment numbers are soaring through the roof.

How luxury spending in India thrives amid a turbulent economy

India's streetwear scene is heating up, with homegrown champions fighting hard for space alongside established cult legends from the West. Additionally, post-pandemic comfort clothing is now blending with Gen Z’s fondness for the, if you know, you know (IYKYK) culture to make a potent fashion mix.

What’s driving Gen Z Indians towards streetwear culture?

Citizens of India’s affluent class are hungry for real estate, and this demand is driving up the need for homeware brands to satisfy new local tastes. While international brands like Pottery Barn have been quick to snap up the opportunity to move East, it’s local designers who rule this market.

Why HNW Indians choose local homeware for their affluent homes

India’s newfound love for speciality coffee is brewing a new era of beverage preferences among local caffeine lovers, driving market trends and redefining cafe enthusiasts’ tastes. This shift presents new opportunities for brands looking to innovate in a rapidly growing market.

What’s fuelling Indians’ newfound obsession with coffee?

Duolingo India ventures into fashion by partnering with Digitas India on a creative campaign. Known as a leading language learning app, Duolingo aimed to reach a broader audience through collaboration, which showcases that language learning can be as trendy and exciting as the latest fashion styles.

How Duolingo debuts true localisation on the Indian runway

India's booming youth demographic is propelling a surge in demand for homegrown beauty products, emphasising transparency and a fusion of age-old rituals with modern science. This marks a significant departure from the previous generation’s reliance on home remedies and global brands.

Why are young Indians leaning into homegrown beauty?

Parle-G is a quintessential icon of nostalgia in India’s FMCG industry. Evolving from its colonial roots to become the world’s best-selling biscuit, it confidently rides the wave of change and virality by appealing to traditional and lasting Indian values and the unwavering love for snacking.

Why Parle-G’s biscuits grow alongside decades of Indian values

Digital streaming in India is experiencing explosive growth, offering brands a golden ticket to navigating the country's ever-evolving landscape. Listeners are tuning in not only from cities but also from rural and semi-urban areas, and this broadening base is bringing autonomy to music consumption.

What you need to know about India’s music streaming boom

Meesho, a leading social commerce platform in India, has secured $275 million from investors in the initial stages of a larger funding round. With a focus on value-conscious users and a commitment to exceptional UX, the company aims to compete directly with giants like Amazon.

Meesho caters to value-conscious Indian shoppers

Nestle has launched Espresso in India in an effort to meet a growing demand for premium coffee in the country. This launch aims to elevate the brand’s coffee experience with a sustainable twist and appeal to value-driven consumers who are seeking local-driven luxury products.

Nestle launches premium sustainable coffee range in India

As TikTok's fate in the US hangs in the balance, India's 2020 ban could be a cautionary tale. India's bold move disrupted its thriving creator scene, forcing a migration to new platforms. Now, the US weighs its options, urging a rethink of digital landscapes amid global tensions.

India banned TikTok. Can US TikTokers use this as a blueprint?

Political parties leveraged digital technology, social media influencers, and artificial intelligence (AI) to attract hundreds of millions of Indian voters in the 2024 general election like never before, raising concerns about the misuse of AI and exposure to misinformation and one-sided opinions.

How AI and deepfakes are changing how Indians vote

Generative AI (GenAI) has swept across all industries, including the Indian film world. However, GenAI usage must pass the test of transparency, ethics, and privacy. As people in India share that they trust all that comes with AI, the burden of authenticity lies heavy on the shoulders of creators.

How AI is rewriting Indian cinema

Political parties in India have enlisted the help of regional influencers to share political messaging. With contentious elections looming, this strategy highlights how politicians are turning to relatable figureheads to address younger generations’ declining trust in institutions.

Influencers tasked with election campaigning in India

India’s discerning high net worth individuals (HNWIs) are increasingly reviving traditions and connecting past and present in their fashion. Many now place high value on timelessness, especially among well-heeled urban globetrotters. What can others learn from this shift back to roots?

Why India's HNWIs are bringing back traditional designs

High-net-worth Indians are bearing witness to a unique convergence of spirituality and luxury, as affluent individuals prioritise spiritual fulfilment over materialistic pursuits. This reflects a changing priority among the affluent class seeking a deeper connection to personal growth and wellbeing.

How is spirituality influencing luxury travel among high-net-worth Indians?

Body grooming brand Bombae has launched a campaign that aims to dispel taboos around body hair. As body positivity discourse enters the mainstream in India, people are gravitating towards brands that champion body acceptance in ways that recognise cultural nuances around beauty standards.

Bombae empowers Indian women to normalise body hair

Digital wardrobe app LehLah has enlisted Athiya Shetty to give its users insider access to the Bollywood actress’ personal closet. The campaign is speaking to Indian fashionistas who are looking for more peer-influenced-curation when it comes to product discovery and recommendations.

LehLah brings community intimacy to style discovery

Internet blackouts are being used to disrupt farmers' protests in India as they demand fair prices for crops. Ahead of the 2024 elections, this type of digital authoritarianism is an alarming signal of human rights infringements and the need to protect access to online spaces.

Internet blackouts used to disrupt protests in India

Gen Z's widespread adoption of anti-ageing solutions suggests their willingness to embrace cosmetic procedures to pursue youthful appearances that align with their fast-paced lifestyles. Are these procedures becoming as commonplace as beauty rituals, and what implications does this hold?

Why are Indian Gen Zers embracing cosmetic procedures?

Despite changes in principles, traditions are still a living part of Indian culture, especially through material memory. This is why the jewellery brand Aurus crafts artisanal pieces that appeal to family-oriented and autonomous women, preserving Indian tradition through highly visual storytelling.

Why Aurus crafts visual heirlooms for modern Indian women

Amid a sea of generic health apps that crowd smartphones, Healthify positions itself as a mix of personalised wellness and tech wizardry. The app is about more than just counting steps or leafy greens. It's understanding the beat of every user's lifestyle, making health a goal and a way of life.

Why Healthify serves AI-planned diets to busy Indians

Edtech companies, educational institutions, teachers, the government, and non-governmental organisations are betting on artificial intelligence as a solution to solve multiple challenges facing the Indian education system. But can AI truly help Indians’ learning gaps in education?

How AI is reshaping education and learning in India

In India's thriving luxury beauty sector, Bollywood biggie Deepika Padukone's skincare venture, 82°E, aims to seize attention. Despite facing pricing and communication challenges, star power and a focus on sustainability have boosted visibility, but the question remains – is it enough for success?

How 82°E associates Indian skincare with celebrity status

Despite being the largest producer of milk in the world, India has traditionally never been associated with cheese production. But things are rapidly changing, with a slew of artisanal cheese companies mushrooming around the country due to a rising economy and a desire for novelty and globalisation.

Experience-hunting audiences are driving a dairy boom in India

Survey data shows that Indian women in the tech and IT sectors distrust organisational DE&I initiatives. As people increasingly scrutinise and prioritise their companies' abilities to deliver on DE&I goals, they’ll expect equitable workplaces to be the bare minimum – not a perk.

Indian women in tech are sceptical about DE&I efforts 

Blue Tribe Foods wants to cater to Indian palates’ unique needs – pleasing cultural tastes and nutritional charts while ensuring what’s good for the planet. With meat lovers growing concerned about cruelty in food production, plant-based options are stepping up with filling yet gratifying flavours.

Why Blue Tribe Foods makes Indian meat lovers hungry for greens

Festival season is a buyer’s market for fashion-forward Indian consumers, with much of the spending on textiles, garments, and jewellry. International brands are taking notice of the growing appetite of India’s affluent classes for luxury and responding with collections to satisfy their tastes.

For affluent Indians, festival season is an excuse to spend more on luxury

82°E – a self-care brand created by Indian actress Deepika Padukone – has announced its foray into body care. As the boundaries between people’s health, wellness, and beauty routines continue to blur, the body care space offers untapped potential when it comes to courting wellness-savvy Indians.

82°E ritualises body care for wellness-minded Indians

Blending the warmth and cosiness of a home with an upscale dining experience, supper clubs give home chefs a chance to test the waters and kickstart their careers. By providing Indians a platform to forge meaningful connections, they nurture camaraderie and belonging in a heavily digitised India.

How supper clubs are birthing a new genre of cosy restaurants in India

A report by Linkedin India highlights the country’s changing career landscape – with workers looking to move jobs for higher wages and better work-life balance. However, a competitive job market means people are expanding their searches beyond their current industries and reassessing career plans.

Report reveals Indian workers' changing priorities

Ease of use and interoperability have made homegrown instant payment systems the preferred mode of transactions for payments for millions of Indians who are becoming more digitally savvy and evolving commerce locally. Now, the United Payments Interface (UPI) is trying to recreate its success abroad.

How cashless payments are restructuring the Indian economy

In India, an app lets unborn babies take care of their moms by blending Ayurveda and new-gen tech. Garbh Sanskar Guru pioneers the pre-parenting domain by serving expectant moms across India with the help of Ayurvedic doctors, yoga coaches, psychologists, and an AI baby voice that gives reminders.

Why Garbh Sanskar Guru guides moms using Ayurvedic AI

Battlegrounds Mobile India (BGMI) has dropped an ad campaign that highlights local gaming trends. No longer viewed as a siloed form of entertainment, gaming has become an integral part of Indian culture, and brands can unlock its ability to bring people together in larger-than-life ways.

BGMI spotlights gaming fandoms as a way of life in India

Young Indians are sparking a dating revolution in India, challenging traditions and embracing diverse connections. From focusing on the journey rather than the destination to opting for budget-friendly experiences, Gen Z is redefining romance in a digitally driven landscape.

Gen Z Indians are shaking up dating culture. What's next for romance?

Research has found that of the top five languages that listeners streamed in 2023, Hindi was the only one that grew. As social media allows listeners to access global talent, from K-Pop to Afrobeat, the centres of influence are expanding beyond the West as people embrace interculturalism.

Hindi music popularity signals growing interculturalism

Indians are refusing to go on holiday in the Maldives after Maldivian politicians insulted Indian Prime Minister Narendra Modi on social media. The controversy highlights the need for brands to invest in localism and intentional, positive messaging in the face of heightened polarisation.

Indians boycott travel to the Maldives amid diplomatic spat

Safety first! Creatara’s two-wheeler electric vehicles (EVs) are winning among fast-paced Indian Gen Zers with their innovative designs, security guarantees, and customisation options. Will its efforts be able to keep up with, or even help, India’s EV push, and what does this mean for other brands?

Why Creatara accelerates EV safety for Indian Gen Zers

With its authentic relatability and era-specific costumes, Netflix’s The Archies pays homage to the iconic clothing of the 60s, reinforcing the retro trend in Indian fashion. An adaptation of the Archie comics, the film localises its independent storylines and aesthetics for modern audiences.

Why The Archies is bringing vintage to Indian Gen Zers

Growth in Electric Vehicle sales continues to outpace combustion vehicles in India despite a slowdown. Indeed, EVs are becoming a status symbol for those in India’s major cities and smaller towns; the challenge for brands will be adapting to a market typically focussed on affordability.

Electric two-wheelers are status symbols in India

The story of Indian Gen Y and Gen Z changing the face of weddings is also a story of self-awareness, finding a voice, and clarity of thought. All stakeholders of India’s multibillion-dollar wedding industry have realised that they can’t take young brides for granted and must cater to their desires.

How are Gen Z and Y Indian brides reshaping the wedding industry?

Diet Sabya is an Instagram account that has gained prominence in the Indian fashion industry. Its rise to relevance reflects a broader cultural shift among younger Indians, tapping into the zeitgeist that seeks transparency, calls out imitations, and appreciates genuine creativity.

How Diet Sabya builds a Gen Z fashion democracy in India

Indian attitudes towards mental health and wellbeing have been gradually shifting, and research shows that people want more positive portrayals around the subject in media. As attitudes evolve, brands can turn to influential figures to provide positive representations and destigmatise the topic.

Indians look to cinema and TV to normalise mental health

India’s culinary landscape is evolving from traditional dining to immersive experiences that engage all the senses, fueled by urbanisation and the spending power of experience-hungry youth. Diners there crave regional delicacies, micro-cuisine journeys, and interactive environments.

Why are Indians looking for immersive dining experiences?

Indian-based Ayurveda brands have been transcending beyond their traditional medical sphere and venturing into beauty and personal care. With a growing appetite for Ayurvedic beauty, Kama Ayurveda has been positioning itself as the luxury brand to go to both inside and outside India.

How Kama Ayurveda makes luxury beauty from Indian roots

Indian streetwear label Huemn has tapped seventh-generation perfumer Ola Originals to launch its debut fragrance, Pheromones. It’s speaking to people’s shifting attitudes toward sexual expression in a largely conservative culture by marrying sex positivity with an homage to Indian perfumery.

Huemn reinterprets Indian heritage through sexual liberation

Indian audiences are becoming appreciative of progressive themes in films, and actors like Ayushmann Khuranna are a part of this change. Sometimes problematic but with underlying social messages, his films shine in an industry dominated by larger-than-life heroes in formulaic cinema.

How Ayushmann Khurrana brings advocacy to Bollywood

Despite a local digital transformation, rural Indians are still at a disadvantage when it comes to accessible healthcare. Indian startup Lifechart remedies this by integrating AI, telehealth, and Ayurveda in a holistic wellness service that blends traditional and modern medicine.

Why Lifechart uses AI to bring Indians traditional medicine

India is poised to take over the tech hurricane with an array of tools at its disposal, including a robust EdTech and climate-tech start-up ecosystem and government-led AI tools aimed at delivering social tools. But how can this growth continue amid concerns around privacy and inclusivity?

Indians are developing their tech fast – but is it sustainable?

The Indian snacking market is inundated with exciting new flavours as brands try to appeal to an experimental and health-conscious younger generation that also wants traditional, fried Indian snacks. Consumers in India also keep space in their budget for snacks despite inflationary pressures.

How Indian Gen Zers are melding healthy snacking and tradition

Despite inflation, Diwali e-commerce is booming as people look for convenience while shopping. Shoppers also prioritise community-driven discovery and brand trust, embracing tech innovations like VR and AR. How can brands leverage hyper-regional content and use tech to enhance intimacy?

How is social shopping changing the way Indians spend on Diwali?

What does the future look like for the Indian traveller? With a post-pandemic interest in nature and experiences, aspirational Indian travellers will respond best to tourism destinations that help them tap into the excitement of adventure and offer holistic forms of rest and release.

What are Indian attitudes to KSA travel?

Infosys co-founder Narayana Murthy has drawn backlash for his comments advocating for young people to work 70 hours a week to boost India’s economy. Already overworked and faced with worsening mental health, Indian workers need tangible support and empathy from employers – not the exact opposite.

Indian netizens hit back at calls for 70-hour work week

Indians are grappling with a protein deficiency crisis. However, the pandemic and digital shifts ushered in a health-conscious era, fuelling a protein revolution. This transformation primarily manifests in convenient and portable snack options tailored to the fast-paced lives of Indians.

What’s fuelling the protein foods craze in India?

Indian conglomerate Reliance Industries has inaugurated the country’s largest luxury shopping centre in the heart of Mumbai. As luxury brands rush to grab a slice of the pie in the lucrative market, harnessing experiential retail and meaningful localisation will be crucial for customer loyalty.

India heralds new era of luxury with Jio World Plaza

Gen Zers are more cautious about spending than generations before them. Still, they will travel to the ends of the planet as long as there is a promise of a unique, customised, and memorable experience. If luxury brands can give up outdated notions, they may tap into a new loyal customer base.

How are Indian Gen Zers spending on luxury?

Though India is becoming a powerful gaming hub in the Asia-Pacific region, there’s still much left to be desired when it comes to local Indian stories in games. Raji: An Ancient Epic responds with a love letter to India’s rich culture, developed for PC, console, and recently, mobile through Netflix Games.

Why Raji turns Indian mythology into an immersive game

Project Khoj, Emami Group's flagship rural expansion initiative in India, is tapping into a growing rural consumer market. The FMCG industry is seeing double-digit growth, driven by a revival in rural markets and traditional trade channels, with the help of new tech harnessing local intelligence.

Why Project Khoj tracks small stores in Indian villages

A transformation is unfolding in India’s pet adoption scene, characterised by a higher affinity for indie dogs (native stray dogs), fuelled by celebrity endorsements and championed by initiatives like Pawga, which melds yoga, puppy adoption, a need for social connection, and social media approval.

Why Pawga extends itself from yoga to animal welfare

Google Maps is set to debut a feature that will let busy Indian urbanites book metro tickets directly via the app saving them time and making commuting less of a pain. As expectations around convenience and immediacy grow ever higher, people are looking to brands to help tackle these pain points.




Google Maps simplifies metro ticket purchasing in India

Levi's Indian campaign – 'For Now, For A Lifetime' – is promoting living in the moment as a way of demonstrating the versatility of its denim. In the context of a cost of living crunch and given Gen Y's experiential mindset, the ad positions denim as an adaptable staple for adventurous living. 

Levi’s taps into adventurous mindsets to speak to Gen Y 

Taj Mahal Tea has unveiled a rainfall-powered billboard that plays the Raag Megh Malhar, Hindustani classical music traditionally associated with the monsoon season. With increased appetites for immersive experiences, brands are integrating participatory elements into their comms strategies.

Taj Mahal Tea rain billboard honours monsoon season

Bombay Sweet Shop is transforming classic, time-honoured Indian sweets with a blend of nostalgia, heritage, and modern innovation. They curate ‘mithai’ (sweets) experiences and embrace the power of storytelling, providing a refreshing take on India’s beloved ‘mithai’ traditions.

Bombay Sweet Shop: remaking Indian sweets for modern tastes

Building on the hype for the Cricket World Cup in India, Bumble has partnered with renowned commentator Ravi Shastri to encourage Gen Z daters to embrace their individuality. It’s offering a refreshing spin on how to engage with Zers – one that doesn’t try too hard to feel 'relatable'.

Bumble subverts Gen Z slang in cricket-focused campaign

Under a rapid government push and the rise of local manufacturers, India’s young electric vehicle (EV) industry is set for a thriving future. That is, if it can ensure adequate charging infrastructure, standardisation, and consumer affordability. Here’s what else could make or break this space.

How EVs in India are running on affordability and convenience

The nascent femtech landscape in India is proving critical to the destigmatisation of overlooked women’s health concerns, granting better healthcare to half of the population. Elda Health stands out by catering to women over 35, with a focus on mid-life health concerns, especially menopause.

Elda Health: helping Indian women manage menopause

The Indian government has announced a new support scheme for a range of artisans and skilled workers, including barbers. This move comes as countries with larger informal economies in the Global South are finding ways to scale up local entrepreneurship and point to growth for the beauty industry.

India announces government scheme to support artisans

Ahead of the Diwali shopping season, Amazon India has launched a campaign encouraging shoppers to prioritise their wellbeing. It’s a culturally sensitive take on retail therapy that spotlights the nuances of Indian family dynamics while staying true to the uplifting spirit of Diwali.

Amazon champions self-care for Diwali shopping season

Breaking free from English dominance online, Pratilipi is revolutionising India’s multilingual content landscape through literature, providing millions of enthusiastic readers the chance to explore their mother tongue and hundreds of thousands of writers a gateway to a broader audience.

Pratilipi: empowering Indian writers across languages

Young adults in India are redefining dating, embracing 'situationships' and the freedom they provide rather than traditional relationships. As youth in the country prioritise honesty and self-care over physical appearance, norms around relationships are being disrupted.

Young adults in India are re-writing dating rules

With an enthusiastic gaming community, India is a key market for game and esports companies. After receiving approval to operate following a three-month audit, the game BGMI is shaking up the esports scene in India as it rekindles excitement in its 30 million active monthly users.

BGMI: winning over the Indian gaming community

Indian D2C nutrition brand TruNativ has released its Beauty Fibre supplement that boasts anti-ageing and skin hydration properties. The product speaks to the country’s booming health foods market as well as the growing marriage of wellness and beauty rituals among young Indians.

TruNativ boosts skin health for wellness-savvy Indians

Weather fanatics in India are gaining popularity online as they share information and track patterns in ways that government organisations can’t. By taking matters into their own hands, these influencers show that people are seeking out evidence-based ways to tackle climate change.

Weather influencers share hyperlocal forecasts in India

Gen Zers in India are exploring budget-friendly experiential tourism and seeking meaningful interactions in the places they go to. Travel companies that can forge partnerships with local communities to provide unique experiences in a budget-friendly manner could thrive in this demographic.

Why do Indian Gen Zers prefer experiential travel?

As health awareness rises in India, demand for alternative and organic nutrition follows suit. Following the Food Safety and Standards Authority of India’s (FSSAI) recognition of hemp as a food source, The Hemp Factory has innovated foods like burgers and pizzas into guilt-free, nutritious alternatives.

The Hemp Factory: getting Indians high on nutrition

As Indians act on their growing passion for revenge travel, every part of a trip becomes a point of self-expression and image maintenance. Mokobara taps on this by creating fashionable hard-shell luggage that banks on personalisation, gaining a direct, loyal customer base online.

Mokobara: a luggage brand riding Indians’ wanderlust

The Indian neobank Niyo's latest campaign targets the increasing number of young Indians who are heading overseas for tertiary education. It’s signalling the growing marriage between fintech and education as people seek out stress-free payment solutions for their schooling expenses.

Niyo makes study abroad hassle-free for Indian students

While wellness remains an essential driver for Indian tourism recognized by the country's local government, retreats are proving especially effective in luring HNWIs back with a pilgrimage-like frequency every year. This shift comes as many Indians are growing dissatisfied with regular vacations.

How are HNWIs shaping experiential wellness in India?

Bumble believes that kindness is the key to good dates, and has focused on universal human values in a new campaign – challenging the toxicity and fatigue associated with dating apps. The campaign also tackles sociocultural dating barriers by focusing on the beauty of a genuine human connection.

Bumble champions kindness over swipe culture

A study has found that employees in Asia often feel they have to appear busy at work even if they're not doing anything productive. Employers have an opportunity to champion a refreshed mindset towards productivity and help employees manage their time, careers, and social lives.

Employer pressure forces people to performatively work

Two Point Two, a gender-neutral, all-inclusive Indian brand, blurs age, gender, and body types with fluid silhouettes. At a time when Gen Z dictates market trends with their increasing spending power, can the future of clothing move away from dated ideas of what ought to be fashion?

Two Point Two: degendering inclusive Indian couture

Despite strides taken by India to strengthen the digital economy of the country, low-income Indians still suffer from digital illiteracy and unreliable mobile connectivity. JioBharat bridges this digital divide by aiding the country’s plans for universal mobile access packed in a $12 smartphone.

How JioBharat is bridging India's digital divide

Data cooperative Karya empowers its employees – who are helping to train AI – by providing access to jobs and paying workers for the use of the data they create. As privacy issues and unequal access fuel AI doubts, inclusive business models can inspire positive change and transparency for consumers.

Karya empowers rural communities with ethical data usage

Indian sporting goods brand Cult.sport has released a campaign spotlighting the life of on-the-go urban dwellers and the everyday sportsperson hidden in plain sight. Amid India’s fitness boom, it’s encouraging people to ditch aspirational wellness and instead channel 'ordinary' fitness moments.

Cult.sport celebrates the everyday athletes of India

After sweeping across the United States, hard seltzers are vying for popularity among India’s massive youth population. This shift comes as younger health-conscious generations search for less intense alcohol that also appeals to their palettes.

How hard seltzers are coming in hot for young Indians

Indian shoppers are some of the most impatient worldwide. So now, a rising level of comfort with tech, online payments, convenience, and speed is influencing the popularity of quick commerce apps in Indian cities, where apps like Zepto, Dunzo, and Blinkit provide 10-60 minute deliveries. 

Why Indians can't get enough of ten-minute deliveries

Joining many brands offering their own credit cards, Swiggy has launched a card that offers cash back and other delivery benefits. Their move highlights people's desires for personalised rewards for loyalty and the ways brands can support India's spenders with everyday luxuries amid inflation.

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