Secularity is enshrined in the constitution, but many consumer decisions are guided by faith. Rather than see themselves as atheist-by-default, brands are increasingly perceptive of religious bounds, leading some to adapt their offerings for the sake of inclusivity.
Even though a variety of digital forms of payment have been made available, people in India are still fond of notes and coins. Cash transactions offer room for negotiation – allowing for people to haggle prices down – as well as privacy when it comes to one’s spending habits.
When it comes to family and relationships, many Indians still abide by tradition, with 50% of unmarried young people wanting their parents to pick their partner. But the rise of online dating apps and increasing acceptance of LGBTQ+ individuals is seeing some conventions change.