India, Sept. 22 -- Emerging shopping segments include health and wellness, kitchen appliances, F&B, fashion accessories, and pet care

A renewed sense of pride in homegrown brands is shaping the way consumers in cities and towns make purchasing decisions. Over half of respondents say they prefer shopping from homegrown and small business brands, citing accessibility, relatable stories, and authentic value as key reasons for their loyalty. Rukam Capital, a venture capital firm backing early-stage consumer brands, unveils this in a comprehensive study mapping the evolving behavior, preferences, and purchase drivers of Indian shoppers.

India's consumer economy is poised to become the second largest by 2030. Rukam Capital's report- 'Aspirati...