Indians favour local over imported brands: Mintel

The support for local brands was driven by economic uncertainty and the climate crisis.

Indian consumers are choosing to buy more from local brands than imported brands across categories as they prioritise value for money, good quality and health in their purchases.

In a report, 45% of the surveyed consumers choose local brands for packaged food and personal care products. and only 19% chose imported brands. For clothing and/or accessories, 42% chose Indian brands compared to 19% that preferred imported brands.

A total of 36% also wanted to buy beauty and/or cosmetic products from Indian brands and 23% chose imported brands.

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“The current economic uncertainty, supply chain disruption and climate crisis have further strengthened consumer support of local communities and businesses,” said Saptarshi Banerjee, Senior Lifestyle Analyst, Mintel Reports India.

“We’ve also seen numerous government initiatives in the last few years with an aim to boost local entrepreneurship, such as Make in India, Vocal for Local, Digital India, and Startup India,” the analyst added.

Banerjee said imported brands should align their products with consumers’ demands or needs, noting that 26% of Indians think that imported products do not suit their local lifestyle.

Millennial and Gen Z consumers are also seeking ethical and moral qualities in a brand both locally and internationally, Banerjee said, adding that imported brands that support the local communities appeal to consumers from both generations.

The survey involved 3,000 Indina internet users aged 18 years and above.