Solar Adoption in India: 92% Are Interested but Few Are Installing
India has 92% interest in solar but low adoption. Discover why consumer hesitation, not awareness, is the biggest barrier to rooftop solar installation.
Luggage Buying Behaviour in India Has Shifted — Here's What 2026 Research Reveals
New consumer research reveals how luggage buying behaviour in India is shifting. From price windows to brand preferences, here's what Indian travellers want
One Country. Two OTT Universes
New research reveals a structural divide in India's OTT market. North & South India differ sharply on subscription intent, female star power, & platform usage.
South OTT Is Where the Stars Are No Longer Just Kings
Who are the most influential South OTT stars? Explore the talent ranking based on awareness, watch intent, and subscription pull.
The Star with the Loudest Cheers isn't the OTT Winner.
Who really wins on OTT? Go beyond social media buzz to uncover real audience engagement, sentiment, and performance insights across platforms.
From Shaadi Gold to Strategy Gold
Discover how Gen Z and Millennials are reshaping gold buying in India—from modular purchases to silver shifts and rising trust demands.
Shaving Trends That’ll Cut Deep
What Men Really Want from Their Razor Experience? For Indian men, shaving is no longer just a routine driven by habit. It’s becoming a conscious grooming choice shaped by comfort, convenience, value, and evolving personal style. From daily groomers to occasional shavers, razor decisions today reflect changing lifestyles rather than fixed rituals. In this edition of The Pulse Shift , we explore how Indian men are rethinking shaving and what this behavioural shift means for the future of the...
Mattress? More Like “Mat-Stress”: India’s Sleep Story Just Took a Pain-Filled Plot Twist
A mattress is supposed to fix sleep. Relieve pain. Improve comfort.But for a growing number of Indian consumers, it’s doing the opposite. In this edition of The Pulse Shift , we unpack why mattresses once considered long-term, low-involvement purchases are now becoming sources of dissatisfaction, discomfort, and early replacement. What’s driving this shift, and what does it signal for brands operating in the sleep and comfort category? Why Are Mattresses Failing Indian Sleep? Buying a...