50% Indians to shop from startups this festive season: Survey

Business Oct 09, 2025

Nearly half of Indian shoppers say they'll buy from startups this festive season, according to a new Rukam Capital and YouGov survey.
With the festive retail sector set to grow 23% by 2025, more people are choosing homegrown brands and health-focused products.

Shift toward mindful shopping

Over 50% of respondents prefer shopping from small or local businesses during festivals.
Wellness is a big deal too—53% of Millennials and 47% of Gen Z plan to pick up healthy snacks, showing a clear shift toward mindful festive shopping.

UPI payments dominate

Digital payments, especially UPI, are now the go-to for festive buys.
An impressive 91% of Indians plan to shop this season, and 77% expect to spend more than last year—giving the retail sector even more momentum.