India’s consumers are becoming more deliberate, more self-aware, and far more specific in what they want—and they are using search to get there. According to Kantar’s India in Search 2026 report, this behavioural shift is quietly but decisively reshaping demand across sectors, forcing companies to rethink how they engage, sell, and retain customers.

Is India moving from impulse to intent-led consumption?

At the core of the findings is a transition from impulse-led consumption to intent-driven decision-making. Consumers are no longer browsing passively; they are actively seeking solutions, comparing options, and prioritising outcomes. This evolution is visible across categories.

In beauty, for instance, average monthly searches stand at 131 million, but growth is now tied to efficacy—ingredients like ceramides and tranexamic acid—rather than trends. Health and wellness searches (52 million, up 10% year-on-year) reveal a shift toward personalised regimes, while finance-related queries indicate tighter control over credit and spending. Even in convenience-driven segments such as quick commerce, where searches have grown 61%, the emphasis is increasingly on utility over indulgence.

How is AI reshaping everyday consumer behaviour?

Artificial intelligence is emerging as a key enabler of this shift. With 235 million average monthly searches and 154% growth, AI is moving from experimentation to everyday infrastructure. Its applications are expanding beyond productivity into domains such as content, education, and even religion. The rise in searches for tools like “Gita GPT” and “Mahabharat AI” underscores how deeply embedded technology is becoming in personal and cultural experiences.

“Search remains one of the most honest signals of how India thinks and adapts, reflecting tensions between speed and slowness, aspiration and anxiety,” says Soumya Mohanty, MD & Chief Client & Solutions Officer, South Asia, Kantar, adding that brands must respond with cultural precision.

This intersection of tradition and technology is particularly evident in the evolution of faith. The report points to a move away from institutional religion toward personalised, tech-enabled practices. From AI-driven spiritual content to demand for female priests and customised rituals, consumers are reshaping how they engage with belief systems. For businesses, especially in content, events, and digital platforms, this signals an opportunity to build more flexible, individual-centric offerings.

At the same time, a countertrend is emerging. In an increasingly automated and algorithm-driven world, consumers are seeking “slow joy”—activities that require effort, time, and emotional investment. Rising searches for hobbies such as knitting, Lego, and homemade pet care point to a desire for tactile engagement and mindful consumption.

Why are consumers going offline in an increasingly digital world?

The experience economy, too, is undergoing a reset. After years of digital saturation, there is a growing preference for physical, social interactions. Searches for live music, escape rooms, and niche social events are rising, suggesting that consumers are willing to step out and “show up” for experiences that offer real-world connection.

Work and ageing are also being redefined. Searches related to burnout, micro-retirements, and upskilling indicate a workforce reassessing traditional career paths. Meanwhile, ageing is increasingly seen as a phase of capability building, with rising interest in fitness, longevity, and senior-friendly technology.

What emerges is a market defined by dualities—speed and slowness, digital and physical, aspiration and caution. For companies, the implication is clear: scale alone will not suffice. Success will depend on understanding the nuance behind consumer intent and delivering solutions that are both relevant and adaptable.

In India’s next phase of growth, every search is more than a query—it is a signal of how consumers are thinking, choosing, and ultimately, spending.