Premium sarees India: consumer behaviour report

Occasions drive a substantial portion of purchases, with 'occasion coming up' accounting for 30% of buying decisions.

Built from 1,800+ consumer conversations. Not purchase data and not a representative survey. 10 chapters · 9 exhibits.

From the executive summary

Occasions drive a substantial portion of purchases, with 'occasion coming up' accounting for 30% of buying decisions. Marketing and product launches should strategically align with key festive and wedding seasons to capture this demand.
44% of consumer opinions on price and value for money are negative, and the brands consumers name most on it are Pothys, KSIC (Mysore Silk), Sabyasachi. It is a complaint consumers raise often, so fixing it is visible.

The questions that matter: The questions a brand team asks first, answered in full
Demand and segments: Who buys, why they start, and what makes them choose one brand over another (4 exhibits)
Segment by segment: What each segment wants, which brands win it, and how to move it
Price: Price bands, how consumers judge value, and what makes a premium acceptable (1 exhibit)
Trust and claims: Which claims consumers believe or doubt, and the proof they look for (1 exhibit)
Brand by brand: How each top brand positions itself, and how consumers see it
Channels: Where consumers buy, why, and the problems they report in each (1 exhibit)
Who influences them: Who consumers listen to before they buy (1 exhibit)
What to do: Moves for your team, ranked by impact and effort (1 exhibit)
Sources and method: How the report was built and where every finding comes from