The future of value retail in India: winning the aspirational shopper

Value-seeking consumers in India’s retail sector are aspirational, driven by rising disposable income, global exposure through the internet and the growing influence of premium lifestyles. This dynamic is rapidly shaping the landscape of value retail in India.

Retail trade in India is experiencing a seismic shift to value retail, with the continuing rise of ‘vibecession’ spending and shopping for non-essentials. Brands must be agile to adapt to these higher consumer expectations with the rise of fast deliveries and tech-led personalisation.

Take a sneak peek at one of the four strategies that will help you stand out and appeal to shoppers in this increasingly competitive space.

India’s value retail surge: the opportunity for brands

India’s retail landscape is shifting from a largely unorganised market to a structured one, creating opportunities for both local and international brands to thrive in India’s value retail segment.

The rise of organised retail is driven by consumer demand for quality products at accessible prices, especially among younger generations and the growing middle class in Tier 2 and Tier 3 cities. As consumers gain access to global trends, their purchasing decisions are increasingly based on a combination of affordability, quality and aspiration. 
Retail is no longer solely about price; it’s about offering aspirational, high-quality products at competitive rates.

Retail strategy: make private-label offerings more premium
Brands need to realise that with the rise of dupe culture, customers no longer shy away from buying private-label products. Elevating private-label offerings requires a strategic shift from viewing them as mere budget alternatives to cultivating them as desirable brands in their own right. 

To make private-label offerings more premium, retailers must capitalise on the rise of private labels across retail categories and differentiate through innovative formulations and creative packaging. They should also stay ahead of trending styles and products and introduce them into private-label brands, building a compelling brand narrative beyond price alone and deploying diverse options to serve different markets. 
To make the shopping experience more premium with modern displays and easy try-ons, brands should train store staff on trends in fashion and beauty. For groceries and other categories, create localised products featuring ingredients unique to the location. 
 

Ready to tap into India’s retail boom?

To learn more about thriving in India’s retail market, download the Retail Strategy India: Value Retail report. 

Discover actionable strategies to engage value-seeking consumers and unlock new growth opportunities in one of the world’s most dynamic markets.