The Consumer Shifts Of 2025 That Will Redefine How India Shops, Eats, Travels, And Lives In 2026

If 2025 was a year of recalibration, 2026 is shaping up to be a year of intention. Across fashion, wellness, food, travel, and lifestyle, Indian consumers are making more deliberate choices, driven by trust, functionality, personal relevance, and long-term value. What’s emerging is not a single trend, but a collective shift in mindset: from impulse to purpose, from novelty to meaning.

In fashion and innerwear, this evolution is especially evident. Pooja Merani, COO, Wacoal India, notes that women are becoming far more intentional about what they wear closest to their skin. “There is a growing demand for beautifully engineered innerwear that balances aesthetic appeal with technical precision,” she says. Lace, once seen as purely decorative, is returning

in a softer, more functional form, while bralettes have moved from trend-led pieces to everyday essentials. Comfort, breathability, and fit innovation now take precedence, with women seeking innerwear that adapts to their bodies and supports movement through long days. As discovery becomes increasingly digital, Merani highlights education—around fit, care, and craftsmanship as a critical opportunity to build confidence and loyalty.

Wellness, meanwhile, has moved beyond being a category altogether. Arushi Verma, Co-founder, FITPASS, believes that 2025 marked the moment when health became a lifestyle baseline rather than an occasional focus. “Preventive living is accelerating,” she explains, with fitness routines, movement breaks, mindful habits, and nutrition tracking becoming part of everyday behaviour. Looking ahead to 2026, personalisation will be non-negotiable, powered by AI that tailors workouts, wellness journeys, and content to individual needs. At the same time, consumers are making value-led choices, prioritising transparency, quality, and long-term well-being over quick fixes.

This redefinition of value is echoed strongly in the fashion and lifestyle space. Ayush Tainwala, CEO, Bagzone Lifestyles and parent company of Lavie, points out that value today is no longer just about price or product. “It’s about purpose, experience, and personalisation,” he says. Convenience across discovery, purchase, and post-buy engagement is now expected to be seamless across digital and physical touchpoints. Sustainability, too, has shifted from a marketing narrative to a mandatory baseline. India’s young consumers, Tainwala adds, are increasingly expressive and individualistic, seeking brands that reflect their personal identity and cultural fluidity.

In jewellery, emotional expression is being balanced with financial mindfulness. Arthi Ramalingam, Founder and CEO, Eternz, observes that modern buyers want jewellery that tells a story while fitting into everyday life. Lightweight gold, lab-grown diamonds, and demi-fine designs are becoming wardrobe staples rather than occasion-only indulgences. At the same time, technology is reshaping trust and discovery. “AR, data-led curation, and transparent certification are now integral to how trust is built,” she says, adding that the next wave of growth will belong to brands that combine authentic storytelling with digital intelligence.

Food choices, too, are becoming more considered without sacrificing convenience. Deepthi Nair, Co-founder, Happy Monk, notes a growing demand for gourmet, high-quality food that doesn’t feel compromised. As lives get busier, consumers want restaurant-style flavour at home, made with clean ingredients and delivered consistently. This has fuelled the rise of premium frozen foods and Pan-Asian cuisine. “Frozen is no longer a backup option,” she explains, “but a space for discovery, craftsmanship, and global flavours.” In 2026, she expects the frozen aisle to evolve into a destination for modern comfort food and mood-based dining experiences.

Wellness is also being redefined through tradition. Stuti Ashok Gupta, Co-founder, Amrutam, believes Ayurveda is moving from the margins to the mainstream of global wellness. Consumers today want holistic systems that address mind, body, and emotions, rather than fragmented solutions. With a growing emphasis on transparency, sustainability, and authenticity, Ayurveda’s principles of balance and preventive care align seamlessly with emerging expectations. As e-commerce expands access, Gupta sees Ayurveda transitioning from an ancient Indian science into a worldwide wellness framework, one rooted in slow, personalised, and nature-led healing.

Travel, too, is becoming more mindful. Vaibhav Gupta, General Manager, The Astor Goa, observes that travellers heading into 2026 are seeking emotional comfort as much as physical convenience. “Guests are valuing slow mornings, intuitive service, and spaces that feel personal and grounding,” he says. Sustainability, spacious layouts, and low-contact ease are shaping decisions, particularly for long-stay and international travellers. Hospitality, Gupta believes, will be defined by sincerity, space, and a sense of belonging rather than overt luxury.

At the foundation of many of these shifts lies food trust and provenance. Ajinkya Hange, co-founder, Two Brothers Organic Farms, highlights how 2025 sharpened consumer awareness around nutrition, origin, and authenticity. Heading into 2026, demand is set to grow for organic, minimally processed, and traceable foods particularly those rooted in traditional agricultural wisdom. “People want brands that can prove their claims, from soil to plate,” he says. Loyalty will increasingly belong to those who can demonstrate purity, transparency, and impact across the entire supply chain.

Taken together, these insights reveal a consumer who is more aware, more demanding, and more values-driven than ever before. As India moves into 2026, success will belong to brands that listen deeply, design with empathy, and deliver meaningfully not just more. The future is intentional, and the shift is already underway.