India: The second largest gig market in the world


The past year has shown us great adaptability and flexibility, learning to live with the virus without hesitation.

From curbing spending to enthusiastically returning to shopping malls and airports, Indian consumers have adapted to the pace and flow of the pandemic. Preparing for needs goes hand in hand with adjusting to needs and striving to build a more fulfilling life.

We are living in unfamiliar times and we have not yet fully adapted to the new way of life. However, there is still a constant effort to do more and more with the spirit of “Carpe Diem” whenever possible. Along with an emphasis on care and safety, people are constantly seeking social pleasures and pleasures.

Locked at home and subject to restrictions, Indian consumers also had an epiphany year. They have realized the value of taking care of themselves, living mindfully and are now looking for a more sustainable lifestyle. Some old habits have been completely replaced, others adjusted, and the changes continue.

Our 2022 Annual Trends build on the insights we generate in Kantar, build on our conversations with consumers across the country, and get you through the recovery and renew. Kantar brings you 10 themes that define how consumers prepare for 2022.

Go Small, Live Big

Once upon a time, big cities fueled the dreams and aspirations of young people and signaled for they “grow up”. The same city now seems suffocated with matchbox houses, chaotic traffic, hectic schedules and hectic lives.

Generations of urban-trapped millennials have sought respite from their hectic corporate lives, often seeking respite during trips down uncharted roads. Constraints and the ability to work from home allowed them to consider an alternative to the monotony of the city.

While companies chose remote work as “business as usual,” employees in the service sector chose to return “home” to smaller towns.

Seeking insurance in `ghar jaisa` khana

The pandemic has made consumers painfully sensitive about the importance of health and immunity. A more targeted approach to individual wellness needs, a growing appreciation of the traditional diet, and a growing interest in the functional benefits of familiar kitchen ingredients Ours is triggering conscious food choices.

Consumers seek comfort in the familiar, especially in turbulent times. They are more aware of what they eat and are willing to make an effort to provide fresher meals,* 72% prefer fresh homemade food to packaged food for fear of preservatives.

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