Redefining online shopping landscape in India: A glimpse into the digital buying habits of the country's young generation

In a student hostel in Bengaluru, Swaksha Gupta is scrolling through a shopping app, her eyes scanning for products that align with her preferences. The products she is buying are from the category of Ayurvedic products, specifically reimagined by start-ups like Mamaearth.

Swaksha Gupta prefers buying products free from artificial ingredients commonly found in household names. Her cart includes turmeric-infused face washes and Ayurvedic hair oils, all packaged in biodegradable tubes. For her, these choices are not just about personal care, but a step towards sustainability.

The report, released last month by Deloitte and the Federation of Indian Chambers of Commerce and Industry, suggests a consumer revolution in India. People are demanding clean, transparent, and culturally rooted products. This shift is evident in the growing trend of checking ingredient lists before buying food, with more than two-thirds of urban Indians now doing so.

The traditional Ayurvedic product ubtan, traditionally a paste of herbs and lentils, is now available in a tube form. These products tend to last longer, are better for skin, and are good for sustainability. Swaksha Gupta refers to the traditional ubtan product as a paste ground in family kitchens, a nod to its roots.

It's important to note that the report does not specify whether the statistics apply to all products or just food products. Additionally, it does not discuss the reimagining of traditional Ayurvedic products by start-ups, nor does it mention the preference for biodegradable tubes or the avoidance of artificial ingredients.

The search results do not provide information about the founders of start-ups offering traditional Indian cosmetic products in biodegradable tubes. However, the report does highlight the consumer revolution taking place, where people are actively avoiding additives in their products, with 80% of urban Indians doing so.

In conclusion, Swaksha Gupta's shopping habits are a reflection of a wider consumer trend in India. As more people like her make conscious choices, we may see a shift towards cleaner, more sustainable, and culturally rooted products in the market.