India's Fashion Frontier: Value, brand trust, and the evolving consumer

A new report from YouGov BrandIndex gives a peek into the shifting consumer behaviour in India, particularly within the realms of fashion, apparel, and retail. The findings reveal a consumer base, that increasingly prioritizes value, brand trust, and a seamless blend of online and offline experiences.

The value equation it’s more than just price

At the heart of the findings is the Indian consumer's unwavering focus on ‘value’. However, value is not simply synonymous with low prices. It's a complex equation that balances affordability with quality, durability, and brand reputation.

YouGov's 2025 India Value Rankings highlight that a significant portion of urban Indians are both looking to save money, and are also willing to pay extra for quality products. This emphasizes the delicate balance that brands must achieve. The report also indicates that 57 per cent of urban Indian shoppers prioritize buying from well-known brands, showcasing the importance of brand reputation in perceived value. For example, the strong performance of traditional Indian brands like Tanishq and Kalyan Jewellers underscores the significance of brand trust and perceived quality in the jewelry sector. This shows that in some sectors, brand trust outweighs simple price.

E-commerce sector shows that while price is important, brands like Amazon (56.5) and Flipkart (53.0) are leading, because they provide a combination of price, and also trust. Conversely, platforms like Shopclues (0.3) and Snapdeal (1.7) are perceived as offering the worst value, highlighting the critical importance of delivering on price and quality in the online space. In fact, the growth of Amazon fresh, and other delivery services, shows that convenience is also a large part of value.

Even though e-commerce has fundamentally reshaped Indian retail landscape, the report also reveals that physical retail continues to play a vital role. Consumers are increasingly seeking omnichannel experiences, where they can seamlessly transition between online and offline channels. The data also shows that in Tier III cities, e-commerce is even more important, likely due to less availability of physical retail locations.

What’s more social media and influencer marketing are playing an increasingly influential in shaping fashion trends and consumer preferences. Brands that effectively leverage these channels are gaining a competitive edge.

Another interesting aspect that the study has thrown up is that men show a stronger emphasis on automobiles while women favor convenience-based services like Swiggy and jewelry like Malabar Gold & Diamonds. Tier I, II, III cities show slight variations in top brand preferences, with Tier III cities showing a stronger reliance on e-commerce platforms like Flipkart and Amazon.

Looking ahead

Thus The YouGov BrandIndex report provides valuable insights for brands looking to navigate the dynamic Indian market. To succeed, brands must:

• Prioritize value by offering high-quality products at competitive prices.
• Build and maintain brand trust through consistent quality and excellent customer service.
• Embrace omnichannel strategies to cater to the evolving needs of the Indian consumer.
• Leverage social media and influencer marketing to connect with target audiences.
• In the E-commerce sector, ensure that customer service, and reliable delivery, are a high priority.