Traditional toys and games saw strong value growth in India in 2024, fuelled by the increasing demand for scientific/educational toys, and activities that do not involve a screen. A key trend was the integration of STEM in products, while consumers were also increasingly interested in sustainable and culturally relevant products, which influenced sales. The competitive landscape remained fragmented, while in terms of distribution e-commerce gained significance.

Video games saw robust value expansion in India in 2024, primarily propelled by mobile games, and online games and subscriptions. The surge in mobile games has been supported by the widespread adoption of smartphones and cost-effective data services. The development of games that incorporate Indian cultural elements has been a key strategy for engaging local consumers. The competitive environment remains highly fragmented, while retail e-commerce continues to dominate sales.

In 2024, toys and games in India saw robust value expansion, albeit at a more moderate pace due to inflationary pressures. Video games was the top performer in terms of sales and growth, although traditional toys and games also saw a double-digit rise. Notable trends across both categories included a focus on localised innovation and the enduring appeal of established brands. High fragmentation continued, while retail e-commerce gained significance in distribution despite its already high base.

This report visually explores everyday habits and behaviours which reflect consumers' beliefs and values, linking behavioural trends with purchase and consumption habits. 

Home care in India continued to record steady growth in 2024, supported by a blend of premiumisation in urban markets and rising penetration in rural areas. Pricing stabilised compared to the post-pandemic inflationary period, yet consumer demand remained focused on convenience, effectiveness, and time-saving benefits. Urban households increasingly gravitated towards liquid detergents, hand dishwashing formats, and multi-purpose surface cleaners that aligned with busier lifestyles. In contrast,

Polishes in India continues to post modest growth, sustained largely by its legacy position in home and personal care routines. However, changing consumer lifestyles are beginning to subtly alter category dynamics. One notable shift is the gradual decline in demand for traditional shoe polish, as casual footwear and sneakers increasingly replace formal shoes in both work and social settings. This trend is particularly evident among younger consumers and urban professionals. In contrast, demand f

Air care in India continued to post double-digit growth in 2024, fuelled by rising consumer interest in fragrance-led ambience, hygiene, and aesthetic upliftment of indoor spaces. Spray and aerosol formats remained the most popular choice due to their affordability, instant impact, and broad availability. These products are especially favoured in urban and semi-urban households, where demand is often occasion-driven for entertaining guests, post-cleaning routines, or festive periods. However, br

A growing number of Indian households are transitioning from traditional powder detergents to liquid alternatives, a trend fuelled by the increasing penetration of washing machines and evolving consumer preferences around convenience and fabric care. Liquid detergents offer superior solubility and are better suited to the automatic wash cycles of modern machines, making them particularly appealing to urban and nuclear households with limited time and heightened expectations around garment longev

India’s surface care market remains characterised by low brand stickiness, largely owing to high functional overlap between products and the dominance of price-sensitive purchasing behaviour. With most offerings fulfilling similar basic needs such as disinfection, grease removal, and general cleaning consumers frequently switch between brands based on promotional offers, availability, and packaging formats. The proliferation of multipurpose cleaners that span surfaces including floors, kitchens,

Toilet care in India continues to grow at a steady pace, driven by rising hygiene awareness particularly in the post-pandemic context. However, consumer engagement with the category remains largely functional, with purchases still motivated by necessity rather than aspiration. Liquid and foam-based toilet cleaners are gaining traction, reflecting a shift away from traditional substitutes such as acid or phenyl in urban areas. Nonetheless, price sensitivity continues to shape purchasing behaviour

Dishwashing in India continues to be dominated by manual cleaning practices, with deeply rooted cultural habits, affordability concerns, and the widespread use of domestic help reinforcing this trend. Dishwashing machines remain a niche appliance, primarily limited to affluent urban households. Several barriers constrain wider adoption, including high initial investment, space constraints in Indian kitchens, concerns around electricity and water consumption, and scepticism over the machine's abi

Home insecticides in India continued its steady growth trajectory in 2024, propelled by heightened awareness around hygiene and the prevention of vector-borne diseases. Electric insecticides especially liquid vaporizers remained the dominant format, valued for their convenience, effectiveness, and suitability for round-the-clock usage. While traditionally considered a seasonal necessity during the monsoon, insecticides are now being adopted year-round in many urban and semi-urban households. Spr

The briefing examines how the business services industry is performing globally and in the largest countries in terms of business services output. The report also provides data for production, market size, imports, exports, industry costs, industry profitability and number of companies.

In 2024, credit card lending retained its position as the largest category within consumer credit by gross lending value, with total disbursements estimated at around INR 3.5 trillion. Despite a slowdown in new card issuance and a cautious lending approach by banks following the Reserve Bank of India’s increased risk weights on unsecured credit in late 2023, existing cardholders continued to drive substantial transaction volumes.

Consumer lending in India continued its robust upward trajectory in 2024, supported by the sustained growth of the country’s digital infrastructure, financial formalisation and increasing credit appetite among both salaried and self-employed individuals. As inflationary pressures eased in the second half of the year and employment improved in urban centres, local consumers demonstrated growing confidence in borrowing to meet lifestyle, utility and aspirational needs.

Sales of writing instruments experienced high single-digit growth in value and volume terms in 2024. This indicated a stable recovery in demand in the post-pandemic period backed by increasing educational and professional activity. The growth in enrolment for coaching and competitive exams and university enrolments also contributed towards growth in the use of pens, pencils, and a range of writing accessories. India’s large youth population benefits the category, as there is a sizable target mar

In 2024, total hot drinks packaging retail volumes in India saw a solid increase, supported by rising consumer interest in health-focused beverages in packaged format, the growing popularity of premium and flavoured teas and coffees, and the expansion of e-commerce and modern retail formats. Consumers also increasingly sought out convenient, portion-controlled formats such as single-serve sachets and resealable pouches, which led to higher unit volumes across most pack types. The shift towards a

In 2024, ?total soft drinks packaging retail volumes in India increased strongly. This was driven by a confluence of factors, including rising temperatures, expanding rural demand, and intensified distribution efforts by major beverage brands. According to the India Meteorological Department, above-normal maximum temperatures were seen across most parts of the country, and the year 2024 was declared the hottest year on record for India since 1901. This created favourable conditions for sales of

Personal accessories in India continued to post double-digit growth in current value terms in 2024, owing to a supportive macroeconomic environment. The Indian economy is on a steady growth trajectory with increasing disposable incomes allowing consumers to spend more on discretionary items. With travel picking up and backed by urbanisation consumers are spending more on personal accessories like watches, eyewear and bags that add both functionality and expression to their lives.

Jewellery in India recorded double-digit growth in value and volume terms in 2024 with this being driven by the revival of weddings and festival celebrations in the post-pandemic period. Even with record-high gold prices during 2024, the category remained strong, reflecting the strong emotional and traditional significance that gold commands among Indian consumers. Nonetheless, most fine jewellery in India is gold and, hence, movements in gold prices did have a major impact on the category.

Sales of bags and luggage continued to see strong double-digit growth in current value terms in 2024 supported by the recovery in both domestic and overseas travel. As travel becomes a more common part of the lifestyles of middle and upper-middle-income consumers in India so travel-related product spending has moved from discretionary to need-driven. Furthermore, increasing disposable income and rising interest in experiences over owning material goods is driving consumers to spend more on trave

Sales of traditional watches in India continued to see double-digit growth in current value terms in 2024. Traditional watches remained competitive in the market despite connected watches seeing stronger growth. Mechanical watches was the most dynamic category within traditional watches in 2024. This dynamic performance was fuelled by the high unit price of mechanical watches and their growing appeal among customers seeking expressive, design-driven items.

Gardening in India continued to see strong retail current value growth in 2024. Growth was faster than in 2023, if slower than in the earlier years of the review period, influenced by movements in the rate of inflation. The category has thrived due to rapid urbanisation, with city dwellers increasingly adopting balcony, rooftop and vertical gardening to make the most of limited space. Rising environmental awareness has further fuelled the demand for sustainable practices, such as composting, org

Home furnishings in India continued to see strong retail current value sales growth in 2024, driven by urbanisation, rising disposable incomes and changing lifestyles. The category is thriving due to the increasing demand for modular and multifunctional furniture, technological advancements and the integration of smart home features. Key trends include adaptive living solutions, sustainability, digitalisation, personalisation, luxury and a focus on health and wellness. These factors collectively