India’s next consumption surge is quietly forming outside big metros, and the new Bharat 2030 report by Fireside Ventures offers one of the clearest views of this shift. The study tracks more than 150 million households across Bharat, revealing how their aspirations now mirror those of urban India, even though access still lags in many regions.
A teenager in Bhopal follows the same influencers as someone in Bandra, but the road to buying the same brands is not as smooth. Tier One cities already enjoy modern retail and easy discovery of new products. India II still deals with limited distribution, patchy availability of emerging brands, and a strong pull toward familiar, older choices.
The report highlights how household dynamics shape consumption. Working women in India II are taking on more control of daily purchases. In homes where families live with parents, buying habits still reflect the preferences of the older generation, which keeps traditional and safer brands in demand. Faith, community validation and local customs continue to influence what people choose and trust.
Fireside Ventures also maps the country’s deep regional differences. The South is quicker to adopt new categories, especially beauty and emerging brands. The North and West continue to lean toward mass brands, while the Northeast shows a completely different pattern driven by cash economies and strong cultural triggers.
The report also highlights the deep cultural and regional variations that shape spending. The South adopts new brands faster, the North and West remain loyal to mainstream choices, and the Northeast follows its own pattern guided by cash economies and cultural cues.
Fireside Ventures expects India II to add more than 100 million new brand ready consumers by 2030, creating one of the decade’s biggest growth opportunities.
