Festive Pulse 2025: Fashion & Apparel
This festive season, India is redefining what fashion means. The Festive Pulse 2025: Fashion Report by Smytten PulseAI reveals a major wardrobe shift — from fast, frequent buying to thoughtful, quality-led fashion choices. For mid-income households, premium isn’t about indulgence anymore — it’s about confidence, value, and timeless appeal. Key Insights from the Report Fashion Spending Gets Smarter The festive wardrobe refresh continues, but with purpose. Consumers are making intentional...
Festive Pulse 2025: Kitchen & Home Essentials
The Indian household has redefined indulgence. The Festive Pulse 2025: Kitchen & Home Essentials Report by Smytten PulseAI reveals how consumers are celebrating smarter — prioritising utility, durability, and long-term value over ornamental excess. From gifting grocery hampers to upgrading home essentials, practicality has become the new status symbol. Key Insights from the Report Spending Shifts Towards Utility-Led Products Household spending is at an all-time high — but not for showy...
GST has done what discounts couldn’t
Why GST turned affordability into ambition for India’s next wave of car buyers? This edition of The Pulse Shift , powered by Smytten PulseAI , dives into how India’s car buyers are shifting gears from affordability to aspiration. What began as a fiscal reform has become a cultural reset, where savings are being channelled into upgrades, EVs, and renewed confidence behind the wheel. Our latest report decodes this transformation — revealing how the middle class is no longer waiting for...
The Great Delhi Exodus: Toxic Sky Triggers Mass Exit Plans Among Residents
Air pollution in Delhi today is no longer a seasonal concern — it has become a defining force shaping how people live, commute, spend, and plan their long-term future. Insights from the research by Smytten PulseAI reveal how the toxic air has quietly triggered behavioural, emotional, and lifestyle shifts across Delhi-NCR. With the Delhi air pollution level frequently slipping into the hazardous zone, residents are reconsidering not just daily routines but their entire outlook on life in the...
Subscribed, Not Committed: India’s new OTT reality
OTT subscriptions in India are growing fast—but commitment is thinning just as quickly. Viewers are signing up, switching platforms, capping spend, and constantly re-evaluating where their time and money go. The result? A streaming ecosystem driven less by loyalty and more by moment-by-moment relevance. In this edition of The Pulse Shift , we unpack what’s really shaping OTT choices in India today—and why traditional ideas of retention, pricing, and monetisation are being challenged. Key...