Mumbai, Aug. 5 -- As the world's largest consumer base undergoes a digital, demographic and behavioural shift, the traditional lens through which brands understand their buyers, gender, age, income and location is no longer enough. "The old segmentation is dead," says Isabelle Allen, global head of consumer and retail at KPMG International, in an exclusive interaction with Mint during her recent visit to India.

"You can't box consumers anymore. Their choices depend on the moment, the occasion and the emotion. Sometimes they're price-sensitive, and other times, they want indulgence. And it could all happen on the same day."

Allen, who leads one of the world's most influential consumer practice networks, was in India tracking the country'...