India’s consumer landscape is undergoing a structural shift, where scale alone is no longer sufficient to drive growth. According to KPMG in India’s latest report, “Winning India’s Consumer Decade: The Precision-led GTM Blueprint for CXOs,” brands must pivot towards precision-led go-to-market (GTM) strategies built on data, omnichannel execution and micro-market insights.
The report highlights a decisive move towards digital-first consumption. As many as 96% of Indian shoppers research products online before making a purchase, while nearly 80% discover new products via social media. Additionally, 70% of urban consumers engage across multiple channels before finalising buying decisions, underscoring the growing importance of seamless omnichannel experiences.
Evolving consumer behaviour is also reshaping retail dynamics. Around 46% of shoppers check product availability online before visiting stores, making real-time inventory visibility critical. Meanwhile, customer acquisition costs have risen by 20–25%, now accounting for up to half of average order values for digital-first brands.
Despite rapid digital adoption, India’s 14 million kirana stores continue to anchor consumption, even as they increasingly digitise. Quick commerce now contributes nearly 30% of online FMCG sales, while premiumisation trends are expanding beyond metros. India’s private consumption has also doubled over the past decade, reflecting strong underlying demand.
Commenting on the findings, Nikhil Sethi, National Leader – Consumer Goods and Co-Lead, Customer & Operations, KPMG in India, said: “India’s consumer market is entering a decade defined by speed, precision and experience. Traditional GTM models are no longer sufficient in a fragmented, fast-evolving market. Organisations that leverage data, orchestrate channels effectively and execute locally with agility will emerge as leaders.”
The report concludes that winning in India’s next growth phase will require organisations to move beyond distribution-led strategies towards integrated, data-driven and precision-focused GTM frameworks.
Please refer below link for the detailed report: https://kpmg.com/in/en/insights/2026/03/winning-indias-consumer-decade-the-precision-led-gtm-blueprint-for-cxos.html
