India Rewrites CX Rules
In a country where 71% of customers actively choose brands because they know the experience will be good, India has quietly become one of the world's most experience-conscious markets. This statistic places India ahead of most developed economies, signalling a fundamental shift in consumer behaviour. While price sensitivity has traditionally driven purchase decisions, Indian consumers are increasingly valuing the overall experience. This evolution marks a substantial shift, demonstrating how even amidst an expanding middle class, there's a growing emphasis on experiential value.
What makes this even more striking is that 62% of Indian customers are willing to pay premium prices for better experiences. This willingness to invest in quality experiences positions India uniquely on the global stage, where such figures typically hover around 34-52% in other major markets. It's a clear indication that Indian consumers don't just want good products; they demand memorable, emotionally resonant interactions.
The Ipsos CX Global Insights report 2025 reveals a compelling story of how Indian consumers are reshaping the very definition of customer experience, setting benchmarks that are both uniquely Indian and globally relevant.
We are in the era of “Experience Economy” and the importance and role of experience in clear. Across board, there is a clear realisation that CX is more than a delivery process. It is an opportunity to differentiate and create stronger, more successful brands. Ipsos is the worlds largest full service CX agency offering services across the spectrum ranging from CX transactional, CX relationship, CX analytics to CX advisory (CX Maturity, CX Journey and CX service design). Get in touch with our CX Experts.
