Sustainability in India: An Integral Consumer Value Beyond Marketing

Overview

According to Bain & Company’s comprehensive study encompassing nearly 19,000 consumers across 10 countries—including 2,000 from India—sustainability is deeply embedded in the Indian consumer mindset. Unlike some global markets where sustainability may be a marketing angle, in India it is a natural part of consumers’ decision-making journey, shaped by cultural norms and real-world environmental impacts rather than promotional intent.

Key Findings

Climate Change Tops Consumer Concerns

• Nearly 80% of Indian consumers report being "very" or "extremely" concerned about climate change and sustainability.
• Climate issues outrank other pressing worries such as politics, economic challenges, and personal well-being.
• Increasing concerns correlate strongly with experiences of extreme weather events, which have heightened sustainability awareness over the past two years.

Differentiated Sustainability Practices

• Despite high concern, Indian consumers are less focused on carbon footprint reduction and have lower recycling rates compared to global counterparts.
• This apparent disconnect reveals that Indian consumers prioritize dimensions of sustainability that reflect their immediate context, such as health, product quality, and cost efficiency.

Cultural and Economic Context Drives Sustainability

• Sustainability in India is driven by circumstance—economic realities, cultural traditions, and direct experiences with environmental changes—not just by environmental ideologies or marketing narratives.
• This distinct consumer perspective underscores the need for brands to tailor their sustainability messaging and product offerings to locally relevant factors.

Implications for Brands

• One-size-fits-all sustainability marketing strategies risk missing vast opportunities in the Indian market.
• Brands should emphasize specific aspects of sustainability that resonate in India, particularly product health benefits, superior quality, and cost-effectiveness.
• Understanding and authentically aligning with Indian consumers’ sustainability motivations can unlock deeper engagement and loyalty.

Conclusion

Sustainability in India is more than a marketing ploy—it is a genuine, multifaceted consumer priority embedded in their culture and daily lives. Brands and businesses aiming to succeed in this market must develop nuanced, locally relevant sustainability strategies that reflect consumers’ diverse values and realities.

Data Source: Bain & Company global consumer sustainability survey, including detailed insights from 2,000 Indian consumers.
Published: 2024 by Bain & Company.

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