Indian social media platforms have become vibrant spaces where cultural identity, commerce, and consumer behavior converge. A significant 36% of the social media conversation centers around Consumption as Patriotism, where buying Indian is seen as a symbolic act of national pride. This “vocal for local” sentiment isn’t just a slogan—it’s become a movement.

Search trends reveal how Indian consumers are not just passively scrolling—they’re actively researching and shaping the future of commerce through their queries. The most dominant theme, with 28% of Google search interest, is around the D2C Business Model Transformation in India. This reflects a rising awareness and curiosity about how direct-to-consumer brands are eliminating the middlemen and reshaping relationships between brands and buyers.

The media is buzzing with stories of Indian D2C brands reinventing the wheel—rooted in heritage yet hyper-adapted to today’s digital-first, fast-moving consumer. Dominating coverage with 48%, the theme of Heritage-Modern Fusion as a D2C Differentiator highlights how traditional Indian businesses are modernizing without losing their cultural essence. Whether it’s a legacy jewelry label launching an e-commerce arm or a craft-based fashion brand scaling through Instagram, this blend of the old and new has emerged as a winning formula.