Mumbai — A new report by Kantar outlines changing consumer attitudes in India, pointing to evolving behaviors shaped by digital adoption, economic pressures, and cultural shifts.
The “India in Search 2026” report analyzes Google search trends to identify seven cultural trajectories and eleven sectoral trends. According to the report, search data indicates a move toward more deliberate decision-making, with intent increasingly guiding consumer choices across sectors such as beauty, health, and finance.
The findings show that artificial intelligence is becoming more embedded in everyday life, while interest in health, wellness, and digital safety continues to grow. Search activity also suggests that religious practices are becoming more individualized and technology-enabled, with increased engagement in AI-driven religious content and alternative forms of rituals.
The report highlights rising parental oversight in children’s digital experiences, reflected in increased searches for parental controls and online safety tools. At the same time, ageing is being redefined, with individuals in their 40s and beyond focusing on fitness, independence, and long-term wellbeing.
Other trends include a growing preference for offline experiences such as live events and social activities, alongside renewed interest in hobbies and hands-on pursuits. The data also shows a shift in attitudes toward work, including increased attention to burnout, flexible career paths, and upskilling.
Soumya Mohanty, managing director and chief client and solutions officer for South Asia at Kantar, said search behavior provides insight into how people “think, feel, aspire and adapt,” reflecting tensions between convenience and control in a rapidly changing environment.
