Walk through any supermarket in 2025, and it’s not just the products that stand out—it’s the purpose. Labels reading “vegan,” “cruelty-free,” and “chemical-free” are now standard, not special. Today’s consumers, especially Gen Z and millennials, demand more than performance—they want products that align with their values.
From Coca-Cola’s cleanup documentary at the Maha Kumbh to Nandini’s biodegradable packaging, and social media takedowns of greenwashing—brands are learning that conscious consumerism isn’t niche anymore; it’s mainstream.
The Values-First Shift
“In post-Covid India, consumer priorities have shifted toward conscious consumption,” says Monaz Todywalla, CEO, PHD India. “Urban youth seek brands that reflect their values. But we’re yet to see a majority willing to pay a premium for such products.” She notes progress in fashion and packaging, but price sensitivity and convenience remain barriers.
Amit Rangra, Senior VP, VML, adds, “A growing segment now prioritises socially responsible, inclusive, and eco-friendly brands. Tata Tea’s ‘Jaago Re’ campaigns resonate deeply. Millennials and Gen Z are turning to smaller, value-driven brands.” He highlights H&M’s garment recycling and the rise of circular economy models as key shifts.
Tech Tools for Trust
Skin Beyond Borders (SkinBB) launched LabelLooker 1.0 in 2024—an AI tool decoding skincare ingredients. “We saw 65,000 visitors in the first month. That reflects a hunger for reliable, noise-free information,” says Ajit Marathe, Founder, SkinBB. While global beauty is moving fast on transparency, Indian brands are slowly catching up using WhatsApp bots and ingredient callouts.
This awareness is extending to pet care too. “Pet parents now prioritise natural, transparent ingredients,” says Satinder Singh, GM, Royal Canin. “We’re developing formulas with clean labels to meet these evolving demands.”
Brands Rethinking Strategy
From startups to heritage brands, the shift is visible. “Both established brands and emerging players are adopting healthier, sustainable practices,” says Todywalla. “Quick commerce platforms like Blinkit are leading with sustainable packaging.” She also points to Lush’s packaging-free beauty products as examples of global inspiration.
Kellanova India relaunched Kellogg’s Chocos as Multigrain Chocos, and introduced 12 in One Muesli. “We highlight the 12 ingredients on the front of the pack. It’s about making transparency tangible,” says Prashant Peres, MD, Kellanova South Asia. The brand has also rolled out CIPET-certified sustainable packaging.
At ITC, even incense sticks are evolving. “We offer ‘Lo-smoke’ Mangaldeep incense, emitting 80% less smoke without compromising fragrance,” shares Gaurav Tayal, Chief Executive, Matches & Agarbatti Business, ITC.
Harmeet Singh, Chief Brand Officer, Quest Retail – The Body Shop, adds, “We are proud to lead this movement as the first global beauty brand with 100% vegan formulations, certified in 2023. Our partnership with Plastics for Change has helped us recycle over 2,000 metric tonnes of plastic, supporting over 2,000 waste collectors.”
Social Media: The Accountability Engine
Social platforms are amplifying consumer voices and reshaping brand responses. Case in point: influencer Revant Himatsingka (Foodpharmer) called out Bournvita’s sugar content, prompting reformulations and regulatory scrutiny.
“Social media has empowered younger consumers to hold brands accountable,” says Llyod Mathias, Business Strategist. “It’s no longer one-way communication. Brands are under public scrutiny and must respond fast.”
Kalyan Undinty, E-commerce Head, Mindshare, agrees. “Movements like #BoycottX show the power of collective digital action. The H&M ‘monkey sweatshirt’ backlash proves cultural insensitivity can hit sales and brand image.”
What Lies Ahead
Brands must embed ethics, transparency, and agility to stay relevant. “Digital-native brands like Mama Earth adapt faster. Legacy brands are catching up as conscious values become mainstream,” adds Mathias. He predicts the shift will grow stronger, led by India’s young consumers.
“Conscious consumerism is no longer optional—it’s a strategic imperative,” concludes Kalyan Undinty. “Brands that lead with purpose and transparency will build stronger, longer-lasting consumer relationships.”
