Kantar: Indian male consumer under structural stress, brands must rethink masculinity playbook
Kantar qualitative essay urges brands to move past metro therapy-speak and design 'day-after' narratives for Indian men. Recommends segmenting by economic pressure, making additive asks, and earning proximity through consistent usefulness over performative campaigns.
Kantar Qualitative essay argues Indian masculinity is under structural stress beyond metro therapy-speak. Advises brands to design 'day-after' narratives, segment by economic pressures not metro attitudes, make additive asks, and earn proximity through consistent usefulness rather than performative campaigns.
Why this matters
Follows Kantar's recent read that urban FMCG is outpacing listed firms at 4-4.5% with share shifting to D2C and quick-commerce. Together, the signals sketch a stressed consumer recalibrating both spend and identity.
Retail-brand signals steady at 601 in last 90 days, with Kantar repeatedly framing the demand-side narrative.
Also reported by
- ET BrandEquity — Same time