Indian consumers are increasingly open to trying new brands, creating fresh opportunities for emerging businesses. According to a report by Google, WPP Media and Elevation Capital, 64% of experimental shoppers in India are willing to try new brands, even when their products do not fully meet expectations.

The study, conducted with Kantar and based on 1,200 challenger-brand shoppers, also found that 62% of respondents were eager to adopt new brands at launch. Furthermore, 55% of shoppers moved from discovering a brand to making a purchase within a few days.

Digital visibility plays a major role in building consumer trust. More than 70% of respondents questioned a brand’s legitimacy if it was absent from Google Search or YouTube. Meanwhile, half of direct-to-consumer (D2C) buyers preferred official brand websites to verify product authenticity.

The report found that challenger brands are growing two to three times faster than their wider product categories. Some have also reached ₹100 crore in annual revenue within two to four years. Their growth is supported by focused product offerings, faster launches and digital-led distribution.

The study outlines three stages for scaling brands towards ₹500 crore in revenue. Early-stage businesses should focus on product differentiation and credibility. Growing brands can expand through premium pricing, quick commerce and offline retail. Larger businesses should strengthen pricing power, national marketing and omnichannel sales.

These findings highlight the importance of digital presence, consumer trust and accessible shopping experiences. For Indian fashion and apparel brands, a strong online presence and a clear brand identity can help attract new customers and support long-term growth.