MAM
AI to AR: Key trends driving the next era of branding in India
MUMBAI: In an era where digital transformation is reshaping every aspect of business, marketing, and branding are undergoing revolutionary changes. With India’s digital consumer base projected to reach 900 million by 2025, the convergence of technology, changing consumer behaviours, and evolving market dynamics are creating new paradigms that will define the future of how brands connect with their audiences.
The rise of hyper-personalisation through AI
Gone are the days when segmentation meant dividing consumers into broad demographic groups. Today’s marketing is moving towards individual-level personalisation, powered by sophisticated AI algorithms. According to recent studies, 76 per cent of consumers are more likely to purchase from brands that personalise their experiences.
Indian success stories
– Myntra’s “Style Squad” AI engine analyses over 15 million fashion products to provide personalised recommendations, resulting in a 25 per cent increase in customer engagement
– HDFC Bank’s EVA AI assistant handles over 50,000 customer queries daily with a 95 per cent accuracy rate
– Swiggy’s AI algorithm processes over 40 data points per customer to customise food recommendations, leading to a 30 per cent increase in order values
Immersive technologies reshaping brand experiences
The metaverse and augmented reality (AR) are no longer futuristic concepts but present-day marketing tools. The global AR market in retail is expected to reach $45 billion by 2025, with India showing one of the fastest adoption rates.
Notable Indian implementations
– CaratLane’s “Perfect Look” AR feature has increased online conversion rates by 40 per cent
– Lenskart’s AR try-on technology serves over 10 million virtual trials monthly
– IKEA’s AR app in India has reduced furniture returns by 35 per cent
– Flipkart’s “Camera, Your Story” AR feature enables users to virtually place furniture in their homes, with 30 per cent of furniture buyers now using this feature
Purpose-driven branding takes centre stage
Modern consumers, particularly Gen Z and millennials, are increasingly aligning with brands that demonstrate genuine commitment to social and environmental causes. Research shows that 88 per cent of Indian consumers want brands to help them make a positive difference.
Indian brand initiatives
– Tata Tea’s “Jaago Re” campaign increased brand loyalty by 45 per cent while raising social awareness
– Hindustan Unilever’s “Water Conservation Program” saved over 900 billion litres of water while strengthening brand trust
– Patagonia India’s “Repair, Reuse, Recycle” initiative has led to a 60 per cent increase in brand advocacy among young consumers
Emerging technologies transforming marketing
Blockchain in marketing
– Supply chain transparency: ITC’s “Know Your Product” blockchain initiative allows customers to trace product origins
– Digital assets: Tata Motors’ NFT collection generated ₹5.2 crore in revenue while building brand engagement
– Loyalty programs: Mahindra’s blockchain-based rewards program has increased customer retention by 40 per cent
Internet of things (IoT) integration
– Smart packaging: Dabur’s IoT-enabled packages track freshness and usage patterns
– Retail analytics: Reliance Retail’s IoT sensors analyse customer movement patterns, optimising store layouts
– Connected experiences: Asian Paints’ IoT-enabled colour visualisation system has increased conversion rates by 35 per cent
Advanced data analytics and predictive marketing
The future of marketing relies heavily on predictive analytics and real-time data processing. Indian brands are investing heavily in these technologies:
Implementation examples
– Marico’s predictive demand forecasting has reduced inventory costs by 25 per cent
– BigBasket’s real-time analytics engine processes over 15 million data points daily to optimize delivery routes and inventory
– PepsiCo India’s AI-driven market analysis has improved campaign ROI by 45 per cent
Voice and visual search optimization
Voice commerce in India is expected to reach $40 billion by 2025, with 82 per cent of smartphone users regularly using voice search features.
Market leaders
– Amazon India reports 3x growth in voice shopping queries in regional languages
– Google Lens processes over 50 million visual searches daily in India
– Flipkart’s visual search feature has improved product discovery by 50 per cent
Sustainability and circular economy
Environmental consciousness is driving major changes in brand strategies. Studies show that 79 per cent of Indian consumers prefer sustainable brands.
Brand initiatives
– Hindustan Unilever’s plastic waste collection program has recycled over 100,000 tons of plastic
– Flipkart’s sustainable packaging initiative has reduced plastic usage by 50 per cent
– Godrej’s circular economy program has created a new market for recycled products
The integration of online and offline experiences
Omnichannel presence is becoming crucial, with 74 per cent of Indian consumers using multiple channels before making a purchase.
Success stories
– Reliance Digital’s integrated shopping experience has increased cross-channel sales by 45 per cent
– DMart’s hybrid model has shown 60 per cent higher customer retention compared to single-channel shoppers
– Tata CLiQ’s phygital presence has reduced customer acquisition costs by 30 per cent
Social commerce evolution
Social commerce in India is projected to reach $70 billion by 2025, revolutionising how brands engage with consumers.
Platform innovation
– Meesho’s social commerce model has enabled over 15 million resellers
– Instagram Shopping has seen a 120 per cent growth in Indian merchant adoption
– WhatsApp Business’s shopping feature processes over 1 million orders daily
The future of marketing and branding is being shaped by technological advancement, changing consumer values, and evolving market dynamics. India’s unique position as a rapidly digitalising economy with a strong traditional retail presence creates opportunities for innovative marketing approaches.
For brands in India and globally, success lies in leveraging these trends while maintaining authentic connections with consumers. The most successful brands will be those that can:
– Implement technology thoughtfully and purposefully
– Maintain strong ethical and sustainable practices
– Create seamless omnichannel experiences
– Build genuine connections with their audience through personalization and purpose
As we move forward, the key to success will be balancing innovation with authenticity, technology with human touch, and global trends with local relevance.
(This article has been authored by Thinkin’ Birds CEO Bhavik Mehta. The views expressed here are his own and indiantelevision.com need not subscribe to them)
Brands
Maharashtra panel orders Lodha to refund Rs 5 crore to homebuyers
Consumer court flags unfair practices in long-running property dispute case
MUMBAI: In a sharp rebuke to one of India’s biggest real estate players, the Maharashtra State Consumer Disputes Redressal Commission has directed Macrotech Developers to refund nearly Rs 5 crore to a senior citizen couple, Uttam and Anindita Chatterjee. The ruling, delivered on March 13, 2026, calls out the developer for “deficiency in service” and “unfair trade practices”, bringing closure to a dispute that has stretched over a decade.
The case traces back to 2015, when the couple booked a 3-BHK flat at World Towers in Lower Parel for Rs 12.22 crore, with possession promised within a year. What followed was a series of changes that complicated matters. After deciding to exit the project, they were persuaded to shift to a 4-BHK in another development priced at Rs 8 crore, with delivery scheduled for 2018. However, within months, the price was allegedly increased to Rs 10 crore. After demonetisation reshaped the market, similar flats were reportedly being offered at lower prices, but the couple were not given the benefit.
Despite paying over Rs 2.83 crore, the couple neither received possession nor clarity. Instead, in 2018, the developer unilaterally cancelled the booking, retained part of the amount as earnest money, and argued that the buyers were investors rather than consumers. The commission rejected this claim, observing that casual references to “investment” do not take away consumer rights when the purchase intent is residential.
The bench also held that the developer could not penalise buyers for payment delays while failing to meet its own delivery commitments. It noted the lack of formal documentation for revised terms and termed the prolonged retention of funds without delivering a home as exploitative.
As part of its order, the commission directed the developer to refund Rs 2.83 crore paid by the couple, along with interest at 10 per cent per annum, amounting to around Rs 2.12 crore. In addition, Rs 1 lakh has been awarded for mental agony and Rs 50,000 towards litigation costs, taking the total payout to over Rs 5 crore. The developer has been asked to comply within two months.
For now, the ruling serves as a reminder that in real estate, shifting terms and delayed promises can carry a significant cost.
