Brands
Valentine’s Day is evolving, not fading, in India: Hansa study
Study finds strong spending intent as romance expands beyond couples
NATIONAL: Valentine’s Day is not losing relevance in India but being redefined, according to a new consumer study by Hansa Research Group, which finds the occasion growing broader, more inclusive and commercially resilient in 2026.
The survey shows Valentine’s Day engagement is now driven largely by financially independent adults, with more than 64 per cent of respondents aged between 26 and 35. Nearly 59 per cent described the occasion as “very relevant” today, while another 18 per cent called it “somewhat relevant”, taking overall relevance to more than 76 per cent. Only 6 per cent said it was not relevant at all.
Interest levels are also rising. About 62 per cent of respondents said their interest in Valentine’s Day has increased compared with three to five years ago, while 26 per cent reported no change. Just 8 per cent said their interest had declined.
Romantic love remains central, with 56 per cent associating Valentine’s Day primarily with romance. However, the meaning of the occasion is widening. About 46 per cent now see it as a celebration of all relationships, while 40 per cent link it to self-love and self-care. At the same time, 27 per cent openly acknowledge it as a brand-driven commercial event and 16 per cent see it as a social media moment.
The study points to strong spending intent. Around 71 per cent of consumers plan to spend this Valentine’s Day, with another 18 per cent saying they may do so. Only 11 per cent do not expect to spend at all.
Budgets suggest cautious indulgence. One-third expect to spend between Rs 1,000 and Rs 3,000, while 18 per cent plan to spend Rs 3,000–Rs 5,000. A further 15 per cent anticipate spending more than Rs 5,000, indicating steady premiumisation. Flowers, dining out and chocolates remain top choices, but fashion, experiences such as travel or cinema, and beauty and grooming are gaining ground. A quarter of respondents are open to digital gifts and subscriptions.
Brand visibility during the period is high. Nearly 57 per cent of respondents noticed many Valentine’s Day campaigns, while 28 per cent noticed a few. More than half said these campaigns strongly influence purchase decisions, and 31 per cent said they influence them sometimes.
Hansa Research Group chief executive Praveen Nijhara, said Valentine’s Day had become a moment defined by urgency, convenience and cultural relevance. He said fear-of-missing-out messaging, instant delivery, app-based offers and contemporary dating language were driving purchase behaviour.
Consumers, however, are increasingly selective. While 58 per cent feel campaigns are more inclusive and 22 per cent see them as more digital-first, many reject excessive gifting pressure, over-romanticised clichés and gender stereotypes as outdated.
Looking ahead, 58 per cent believe brands should continue investing heavily in Valentine’s Day, while 27 per cent want continued investment with a new approach focused on inclusive narratives, experience-led celebrations and subtle storytelling.
The study also highlights the growing mainstream awareness of modern dating concepts. Nearly half of respondents are familiar with the term “situationship”, and many identify with non-traditional or time-bound relationships. About 69 per cent find the idea of a predefined “sunset clause” in relationships relatable, pointing to a shift towards emotional realism in India’s dating culture.
Brands
Komerz acquires Glassbox to launch creative commerce model in India
Brand storytelling meets AI-driven distribution as Komerz targets $345bn digital market
MUMBAI: London-headquartered commerce platform Komerz has acquired brand and marketing consultancy Glassbox, creating a single integrated system that blends creativity, distribution, and measurable sales.
The move introduces a new “creative commerce” model, combining AI-powered infrastructure, brand strategy, and performance measurement within one platform. By connecting upper-funnel brand building with lower-funnel conversion and repeat purchases, the combined entity aims to provide brands with a seamless growth engine.
Komerz Global CEO Ramesh Krishnamurthy said, “Creative commerce must operate across the funnel. Contextual content, data-led activation and distribution must function as one accountable growth engine.”
Komerz global COO Siddharth Shankar added, “Creative without distribution is theatre. Distribution without brand equity is discounting. Bringing both together lets brands build equity while driving measurable growth.”
Glassbox, founded in 2021 by Geetanjali Bhattacharji and Anil Nair, works across brand strategy, marketing transformation, and integrated communications. Bhattacharji said the integration reflects how “brand building must evolve from episodic campaigns to always-on, data-informed commerce frameworks.”
Komerz, valued around $330 million, operates across the UK, Europe, Asia, and North America. The acquisition will help multinational corporations manage complex global portfolios while enabling challenger and D2C brands to scale across India’s digital commerce market, projected to reach $345 billion by 2030.
With this deal, Komerz is strengthening its global “creative commerce” footprint, following its recent acquisition of US retail measurement firm Pathformance, and positioning itself at the intersection of creativity, commerce, and technology.
