Decoding India’s new-age consumer: Cashfree, Consumer Collective by Atrium to host The Consumer Circle in Gurugram

Indian consumers are no longer following a predictable path to purchase. A shopper can compare three products on price in the morning, discover a founder-led brand on Instagram in the afternoon, and pay a premium for it that evening because the brand feels relevant to them. Discovery may happen through a reel, validation through a WhatsApp group, and purchase through quick commerce.