India has emerged as the happiest country among nine Asian nations surveyed in a new report by Hakuhodo India, a marketing solutions firm. According to the findings, 89% of Indian respondents reported feeling happy and optimistic about their lives.
The results were presented at Hakuhodo India’s first Sei-katsu-sha Forum. The study, titled Emerging Aspirations: Hakuhodo India Trends 2025, explores shifts in attitudes and behaviour among Indian people, based on Hakuhodo’s sei-katsu-sha approach, which looks at individuals in a holistic way.
The research indicates a contrast between India’s outlook and that of other countries in the region. “When much of the world is pessimistic, India remains both financially and emotionally optimistic about the future,” the report states.
Changing consumer priorities
One of the study’s key findings is a shift from value-for-money spending to aspiration-led purchases. Forty-four per cent of respondents said they prefer superior products even at higher prices. This trend extends across age groups, with 41% of people in their 50s willing to try new products—1.6 times higher than the ASEAN average.
Indians are also spending more on experiences, including live events and pre-owned luxury goods.
Digital use and in-person interaction
The report shows that 88% of Indians use artificial intelligence in daily life, at least 10 percentage points higher than in other countries surveyed. However, offline interactions remain important. Indians are 2.5 times more likely to prefer face-to-face meetings than respondents in Japan. A third of those surveyed said they still read a newspaper in the morning.
People in their 50s were found to be digitally active, using social media at rates seven times higher than their Japanese counterparts. Meanwhile, younger respondents reported feeling digital fatigue and are seeking mental balance.
Shifting family dynamics
Forty-two per cent of Indians reported that relationships at home are a source of stress—the highest among the countries surveyed. In response, many are turning to friends for emotional support and decision-making. Sixty-one per cent said that having reliable friends contributes to their overall satisfaction, while 49% consult friends on major life decisions.
The report also notes a change in how romantic relationships are viewed, with 30% of couples saying they seek friendship within their partnerships.
Love and marriage seen differently
While love remains important, attitudes towards marriage are evolving. Forty-eight per cent of respondents believe that love and marriage are separate—2.3 times the figure reported in China. This view is particularly common among those in their 50s.
Participation by women in dating and matrimonial apps is also increasing. The report attributes this to enhanced safety features and platforms designed to support more authentic interactions.
Focus on individual needs
The study finds that self-prioritisation is becoming more common. Seventeen per cent of respondents said they would rather spend on themselves than save for their children, which is 3.4 times the rate observed in China. Among women, 40% want more time for themselves. Forty-three per cent of men reported an interest in beauty and self-care—4.8 times higher than the corresponding figure in Japan.
The report presents these trends as part of an ongoing shift in Indian urban lifestyles, where tradition and change continue to coexist.
Research methodology
The quantitative component of the research was conducted via online surveys in January 2025, covering 13,000 respondents across nine countries, including 2,000 in India. The sample included males and females aged 15 to 59 in Delhi, Mumbai, and Bangalore.
The qualitative research included home visits and expert interviews conducted in May 2025 in the same cities. It focused on participants aged 20–29 and 50–59, with a sample size of 12 individuals and 11 expert interviews.
