Kantar to decode Bharat’s consumer pulse; seeks CMO insights for grounded strategy report

Kantar’s upcoming ‘Bharat’ Report will map the macroeconomic realities, social shifts, media evolution, and consumer dynamics shaping India’s emerging cities

by e4m Staff
Published: Jun 12, 2025 11:28 AM | 2 min read

Kantar is inviting senior CMOs, marketing heads, and advertisers to share their views through short one-on-one conversations. These contributions will ensure the report reflects on-ground realities and delivers practical, strategic value to the industry.

This initiative is part of Kantar’s upcoming report focused on decoding the evolving consumer landscape in ‘Bharat’—the critical engine of India’s economic and consumption growth.

Over the past decade, India’s hinterland- particularly the Hindi-Speaking Markets (HSM’s) has witnessed a steady rise in affluence, aspirations and digital access. As a result, the market opportunity beyond metros has expanded across product categories and demographics. Yet, marketers often lack a granular understanding of this region’s full potential.

To address this gap, Kantar’s upcoming ‘Bharat’ Report will map the macroeconomic realities, social shifts, media evolution, and consumer dynamics shaping India’s emerging cities. The report will challenge the traditional metro-centric growth narrative and help brands recalibrate strategies for greater impact.

The study will explore-Consumer perceptions of what defines ‘Bharat’, high-potential regions and untapped growth hotspots, key consumer groups driving future demand and media strategies that resonate and deliver results

“We believe the next wave of brand-led growth in India will be shaped in the heartland. This report is our effort to bring data, insight, and industry voices together to better understand and unlock this opportunity” said Puneet Avasthi, Director- Specialist Businesses, Insights Division, Kantar.