Nearly 80% of Indian home shoppers discover products through social media, highlighting the growing role of digital platforms in the home purchase journey, according to a Deloitte India report.
The report said India’s home and household market is expected to grow 1.6 times over the next five years to reach US$260 billion by 2030.
Around 60% of consumers use e-commerce applications while shopping in stores to research products, compare prices and access offers. The shift towards digital discovery is being driven by younger and more digitally informed homeowners, with the average age of first-time homebuyers moving from the early 40s to the early 30s.
Social media is playing a growing role in product discovery. About 57% of consumers aged 18–28 seek inspiration from creators and influencers, compared with 27% of consumers aged 45–60.
Emerging technologies are also changing how consumers evaluate home products. AI, augmented reality (AR) and digital planning tools are enabling more personalised shopping experiences. Retailers using AR with modular configurators have reported around 10% higher revenue and 25% lower returns, according to the report.
The trend is also expanding beyond major cities. Tier-2 households spent an average of Rs 3.9 lakh per home on interiors in 2025, equivalent to nearly 74% of the spending level recorded in Tier-1 households.
Price alone is not the primary factor in home-related purchases, with the report stating that it influences around one in four purchase decisions. Consumers are increasingly considering quality, sustainability and the overall shopping experience.
The report also found that around 95% of consumers engage with the home ecosystem across more than four categories on average, indicating a broader and more interconnected approach to home-related purchases.
“India’s home and household market is entering a new phase of growth, with the sector expected to expand 1.6 times by 2030. What is changing alongside this growth is the way consumers engage with the category across discovery, inspiration, evaluation and purchase,” said Anand Ramanathan, Partner and Consumer Industry Leader, Deloitte South Asia.
He added that the growing influence of digital channels, creators and emerging technologies is giving consumers greater access to information and choice, while increasing expectations around quality, sustainability and experience.
The report said companies will increasingly need to integrate physical and digital channels and provide more personalised and comprehensive home shopping experiences.
