Decoding India: Timeless Truths from the Heart of a Complex Nation

India, with a population of around 1.46 billion in 2025, is a vibrant mosaic of people—diverse in language, culture, religion, and lifestyle. From cricket lovers and cinema buffs to those deeply rooted in cultural traditions, Indians are united by a unique duality. 

Through our work at ELEVATE Insights, certain universal truths about India consistently emerge, cutting across categories and target audiences. Here are few enduring insights, blending our personal experiences with research-backed observations. 

The Three Cs: India’s Demi-Gods 

Cricket, Cinema, and Culture are the pillars that command reverence across the nation. These are not just pastimes or traditions—they are woven into the fabric of Indian identity. Cricket unites, cinema inspires, and respect for cultural values grounds us, regardless of region or background. 

The Real Key to Winning India: The 3As 

Many believe the secret to winning over Indian consumers is as simple as ABC, but the reality is more nuanced. Success hinges on the 3As: Affordability, Accessibility, and Aspirational value. Brands that master this trifecta offering products that are within reach, widely available, and aspirational find resonance across the country. Ambani’s Rs10 foray into new categories, backed by IPL and robust distribution, is a testament to the power of the 3As in action

Embracing Duality: “This and That” Defines Us 

India has a Gemini Soul; it thrives on duality. We are comfortable with contradictions—buying designer wear but haggling over parking fees, or adding both traditional and modern skincare products to our shopping carts without a second thought. This “this and that” mind-set is not a flaw but a defining feature of Indian consumer behaviour: blending tradition with modernity, as easily illustrated by Mamaearth’s Ubtan Face Wash and Niacinamide Face Serum sitting together in the same shopping cart blending side by side in the same basket. 

The Paisa Vasool Mind-set 

Indians may not be born with a silver spoon, but we inherit a strong “paisa vasool” (value for money) mindset that transcends income levels. This relentless drive to maximize value influences every purchase, from daily essentials to luxury indulgences. The emergence of “10-minute warriors” and the popularity of super saver deals reflect how convenience and value are being reimagined for a new, fast-paced generation of consumers. 

Indians wear their heart on sleeves whether it’s mother’s love in Tayyari Jeet Ki Bournvita ad,  patriotism in Jaago Re Tata Tea ad, or young puppy love from the likes of Cadbury Dairy Milk Silk ads, emotional appeal is a powerful motivator. Sense of humour is also better leveraged today for example Rahul Dravid in CRED ad, the recent Swiggy Bolt Ad featuring cricketer Rishabh Pant, portray the ‘over the top’ humour we like. Authenticity is key & emotional messaging needs to be genuine & natural for it to connect.  

The Importance of Context: Which India Are You Talking To? 

India is not a monolith. Universal insights must be tailored to the specific “India” you are addressing—urban or rural, affluent or aspirational, tradition-bound or modern. Execution demands a nuanced understanding of the target audience, as the handles of motivations shift with context. E.g. Sting & Red Bull cater to very different Indias.  

Our work here at Elevate Insights helps us appreciate that India’s complexity defies easy summaries, but these timeless truths offer a lens to decode its consumers. Whether you’re a marketer, entrepreneur, or simply curious, understanding these insights—and adapting them to the India you’re engaging with—is the key to unlocking the nation’s immense potential.