New Delhi, Nov. 30 -- If an economy's character is revealed in the way its citizens spend, then India is in the midst of a quiet revolution. It is not loud, not sudden, and not directed from above. Instead, it is unfolding through millions of incremental choices, each small in isolation but transformative in aggregate.

Private consumption accounts for 56% of India's GDP (Source: FY 2024-25 (1st Advanced Estimates) GDP data as per National Statistical Office (NSO)) a share that places households at the centre of the country's economic narrative. Yet the true force of this spending power does not lie in macro aggregates; it lies in the reshaping of consumer behaviour. Economic change begins, as it often does, in kitchens, shops, smartphone...