How is Gen-Z reshaping work culture? Why are we all microdosing friendships?
How can brands balance long-form engagement with short-form discoverability?
India’s first and most unique trend mapping study, “CONSUMED,” dives into insights and behaviour shifts that affect us all.
India-wide release: Kommune, India’s leading culture collective, has partnered with its insights vertical, Stumble, to release its first culture report, “Consumed: A Deep Dive Into Consumer Culture In India.” This playbook explores both online and offline consumer culture and behaviour in India.
Unlike typical industry reports, “Consumed” offers tangible and actionable takeaways for brands and creators, using relevant case studies to support their analyses. While most reports are tailored to highlight the products or offerings of the brands supporting them, “Consumed” is a no-agenda report that only seeks to capture the understanding of the zeitgeist of our times. The insights are gleaned from research reports and insights from over 100 experts across 17 sectors like media, music, cinema, literature, and entrepreneurship—including artists, marketers, strategists, creators, and entrepreneurs, each of whom brings a distinct voice. The experts who have contributed to the report include Tanmay Bhat, Viraj Seth, Smriti Kiran, Amit Varma, Roshan Abbas, Mandovi Menon, Reema Maya, and more.
“Consumed” is a report that underscores the idea of culture as a living, evolving entity—not a fixed business metric or absolute truth. It aims to help brands, students, collectives, academics, organisations, and pretty much all of us understand and navigate cultural trends shaping our present and future. In a time when culture feels stuck, influenced by algorithms and financial incentives, this report is timely, providing insights to stay adaptable as media, technology, and policies continue to evolve.
It dives into 5 ‘Mega Trends’, each a powerful cultural wave shaping India’s content and consumption landscape. These Waves are composed of ‘Ripples’ — micro trends that explain how these forces uniquely operate and create opportunities. Lurking beneath are ‘Undercurrents’, warning signs, and nascent forces that savvy individuals and businesses should note. The five mega trends paint a vivid picture of modern India: India + Bharat, Default Mode: Online, Compulsive Convenience Vs Conscious Consumption, Worlds of One, and Humans Rewired.
These trends offer a roadmap for planners, brands, creators, and agencies to navigate the complexities of the Indian consumer market in 2025. By understanding these forces, marketers can develop more targeted and impactful campaigns that resonate with the evolving needs and desires of Indian audiences. Additionally, with lines blurring between creators and consumers, we witness the rise of a burgeoning new class—the Neo-Creator. This helps drive democratic content creation, fostering creative careers, redefining social capital, and opening up new opportunities for brands through the creator economy.
Roshan Abbas, Founder of Kommune India, says: “At Stumble, we’re cultural soothsayers decoding today’s technicolour chaos. As we went through reports and gathered opinions, we peeked into our crystal ball of post-pandemic trends, speaking to experts with surprising insights and tomorrow’s zeitgeist of our times. The output both surprised us and helped us make sense of our whirlwind present and glimpse the future that’s already here.”
“Consumed” has tactfully created pathways for innovation by combining primary research methodologies with meticulous study of the success stories of brands like Duolingo, Try Guys, Reliance Jio, Mokobara, Ather Energy, and Beco spanning across 17 sectors.
