Fast fashion, delivery apps tap India's next billion consumers

Core Insights - The discretionary spending boom in India is shifting focus from affluent urban consumers to a larger, price-sensitive consumer base in smaller towns, referred to as "India 2" [1][4][17] - Companies are adapting their strategies, including product offerings and marketing approaches, to cater to this emerging consumer group [1][7][17] Market Dynamics - The rise of fast fashion brands like Zudio, which offers products similar to H&M and Zara at lower prices, exemplifies the shift towards catering to smaller cities [1][31] - E-commerce platforms like Meesho are experiencing significant growth, with nearly 90% of their buyers residing outside major cities, indicating a broader market shift [10][32] Consumer Behavior - The new consumer base is characterized by rising incomes and increased access to technology, making them more aspirational and willing to spend on discretionary items [4][12][17] - Small purchases, such as clothing and food delivery, are becoming critical battlegrounds for growth as these consumers seek convenience and affordability [2][12][32] Infrastructure and Logistics - Improved infrastructure, including better roads and logistics networks, is facilitating the integration of smaller cities into the national economy, making them more accessible for businesses [4][17] - Dark stores are being established in Tier 2 and Tier 3 cities, driven by lower real estate costs and consumer demand, allowing for efficient delivery services [11][32] Challenges for Brands - Despite the opportunities, many global brands struggle to adapt their offerings to local tastes and preferences, often failing to penetrate the market effectively [24][25][33] - The Indian market's complexity, including linguistic and geographic diversity, poses significant challenges for brands attempting to expand beyond major urban centers [17][18][32]