Around 64% of experimental shoppers in India are willing to try new brands even if their products fall short of expectations, while 55% move from discovery to purchase within a couple of days, according to a report by Google, WPP Media and Elevation Capital.
The study, conducted with Kantar and based on 1,200 challenger-brand shoppers,(consumers who are open to trying newer brands that compete with established brands), well-known brands found that 62% of respondents were eager to adopt new brands at launch.
More than 70% of buyers said they question a brand’s legitimacy if it cannot be found on Google Search or YouTube. Meanwhile, 50% of direct-to-consumer (D2C) buyers prefer official brand websites to ensure product authenticity.
According to the report, challenger brands are growing two to three times faster than their broader categories, with some achieving Rs 100 crore in annual revenue within two to four years. Their growth is driven by addressing specific consumer needs, faster product launches and digital-led distribution.
The report outlines a three-stage framework for scaling brands to Rs 500 crore in revenue. The Rs 0–150 crore stage focuses on establishing a product niche and building credibility.
The Rs 150–300 crore stage emphasises premium pricing, quick-commerce and offline expansion, while the Rs 300–500 crore stage focuses on pricing power, national campaigns and an integrated omnichannel presence.
