What people actually did
We study what people try, keep using and switch away from, and why, rather than what a panel says it might do.
The living market brain
Understand the market as it changes.
NBW Brain shows why buyers and borrowers choose, switch and stay, in their own words, with every finding traceable to its evidence.
Read a report, then ask the Brain behind it your own question and see the evidence behind the answer. Each new study adds to what the market knows.
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Each new study adds to the last
Research that builds up
Every study adds evidence to a lasting picture of the market. Nothing gets filed and forgotten.
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Free findings
What the evidence says
29%
of protein buying decisions are triggered by price
What makes Indian buyers choose a protein supplement?
45%
of traceable switching leaves whey altogether
Why do Indian buyers switch protein brands?
81%
of buyer opinions on high-protein claims are negative
Do Indian buyers believe “high protein” claims on packaged food?
Research
ResearchWhey Protein India 2026
Price now triggers 29% of protein buying decisions, and 45% of traceable switching leaves whey altogether. See which brands gain and lose buyers and why, what a gram of protein costs across the market, and where the openings are, with brand scorecards, battle cards and scenarios built from Indian buyers' own accounts.
ResearchHigh-Protein Foods India 2026
Protein bread, cookies and snacks win on taste, yet 81% of buyer opinions on their protein claims are negative. Learn what these foods really compete with, why people buy them (mostly not for protein), how bread already beats paneer on cost per gram in buyers' own maths, and the proof that would win repeat purchase. It measures what buyers believe, not whether any label is accurate.
ResearchDigital Credit India 2026
A lender saying no is the most common thing Indian borrowers describe, and 80% of the refusals they describe come with no reason they can repeat. See why repeat borrowers who repay are still turned away, what drives warnings and exits, how cards and payment apps change what credit feels like, and eight behavioural segments of borrowers, from locked-out loyalists to trap spotters, with where to find them in your own data.
ResearchCosmetics India 2026
Indian makeup buyers advise far more than they switch: 54% of decisions in discussion are recommendations or questions. Skin and eye reactions lead the reasons buyers give for leaving a product (23%), and on the same products, complaints about damaged, opened, fake or near-expiry goods are 39% of negative reviews on a marketplace against 7% on a beauty platform. See where shade decisions fail, which brands win recommendations, and six behavioural segments of buyers.
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