The Insights Hub

Shaving Trends That’ll Cut Deep

What Men Really Want from Their Razor Experience? For Indian men, shaving is no longer just a routine driven by habit. It’s becoming a conscious grooming choice shaped by comfort, convenience, value, and evolving personal style. From daily groomers to occasional shavers, razor decisions today reflect changing lifestyles rather than fixed rituals. In this edition of The Pulse Shift , we explore how Indian men are rethinking shaving and what this behavioural shift means for the

Jan 222 min read

Mattress? More Like “Mat-Stress”: India’s Sleep Story Just Took a Pain-Filled Plot Twist

A mattress is supposed to fix sleep. Relieve pain. Improve comfort.But for a growing number of Indian consumers, it’s doing the opposite. In this edition of The Pulse Shift , we unpack why mattresses once considered long-term, low-involvement purchases are now becoming sources of dissatisfaction, discomfort, and early replacement. What’s driving this shift, and what does it signal for brands operating in the sleep and comfort category? Why Are Mattresses Failing Indian Sleep?

Jan 202 min read

Subscribed, Not Committed: India’s new OTT reality

OTT subscriptions in India are growing fast—but commitment is thinning just as quickly. Viewers are signing up, switching platforms, capping spend, and constantly re-evaluating where their time and money go. The result? A streaming ecosystem driven less by loyalty and more by moment-by-moment relevance. In this edition of The Pulse Shift , we unpack what’s really shaping OTT choices in India today—and why traditional ideas of retention, pricing, and monetisation are being cha

Jan 82 min read

The Great Delhi Exodus: Toxic Sky Triggers Mass Exit Plans Among Residents

Air pollution in Delhi today is no longer a seasonal concern — it has become a defining force shaping how people live, commute, spend, and plan their long-term future. Insights from the research by Smytten PulseAI reveal how the toxic air has quietly triggered behavioural, emotional, and lifestyle shifts across Delhi-NCR. With the Delhi air pollution level frequently slipping into the hazardous zone, residents are reconsidering not just daily routines but their entire outlo

Nov 26, 20252 min read

GST has done what discounts couldn’t

Why GST turned affordability into ambition for India’s next wave of car buyers? This edition of The Pulse Shift , powered by Smytten PulseAI , dives into how India’s car buyers are shifting gears from affordability to aspiration. What began as a fiscal reform has become a cultural reset, where savings are being channelled into upgrades, EVs, and renewed confidence behind the wheel. Our latest report decodes this transformation — revealing how the middle class is no longer wai

Oct 31, 20252 min read

Festive Pulse 2025: Kitchen & Home Essentials

The Indian household has redefined indulgence. The Festive Pulse 2025: Kitchen & Home Essentials Report by Smytten PulseAI reveals how consumers are celebrating smarter — prioritising utility, durability, and long-term value over ornamental excess. From gifting grocery hampers to upgrading home essentials, practicality has become the new status symbol. Key Insights from the Report Spending Shifts Towards Utility-Led Products Household spending is at an all-time high — but not

Oct 31, 20252 min read

Festive Pulse 2025: Fashion & Apparel

This festive season, India is redefining what fashion means. The Festive Pulse 2025: Fashion Report by Smytten PulseAI reveals a major wardrobe shift — from fast, frequent buying to thoughtful, quality-led fashion choices. For mid-income households, premium isn’t about indulgence anymore — it’s about confidence, value, and timeless appeal. Key Insights from the Report Fashion Spending Gets Smarter The festive wardrobe refresh continues, but with purpose. Consumers are making

Oct 31, 20252 min read

Festive Pulse 2025: Wellness & Fitness

This festive season, India is celebrating with a healthy twist. The Festive Pulse 2025: Wellness & Fitness Report by Smytten PulseAI highlights how health has become the new luxury. From mindful purchases to functional gifting, young India is leading a fitness-first celebration powered by purpose and practicality. Key Insights from the Report Wellness Tops Festive Spending Lists Festive baskets are changing — self-care and fitness are now at the forefront. Consumers are alloc

Oct 31, 20252 min read

FESTIVE BEAUTY PULSE 2025

Beauty has taken on a new meaning this festive season. The Festive Pulse 2025: Beauty & Personal Care Report by Smytten PulseAI reveals how India’s shoppers are moving from discount-led decisions to quality-led investments. From skincare to gifting, the focus is shifting toward performance, trust, and purpose — beauty that lasts beyond the festive glow. Key Insights from the Report Spending Rises with Purpose This rise isn’t driven by impulse — it’s anchored in intent. Consum

Oct 31, 20252 min read