Home ／ Insights on entering the Indian market
2026.03.24
インドの中間層（世帯年収50万〜300万ルピー程度）は約5億人に達し、2030年までにさらに拡大する見通しです。都市部だけでなくTier 2 and Tier 3 cities reach these areas as well, uses smartphones as its primary means of information gathering and purchasing, rapidly transforming the structure of India's consumer market.
インドの個人消費は2024年に2.1兆ドルに達し、2013年の1兆ドルから倍増しました。年平均成長率7.2%は中国や米国を上回る勢いです。2030年までに年収1万ドル以上のインド人は6,000万人から1億6,500万人に約3倍増する見込みで、2036年には中間層・富裕層が全消費支出の93%を占めると予測されています。
India's retail market is growing at an average annual rate of 9% and is expected to reach $1.407 trillion by 2026. Based on the latest data as of 2026, this article analyzes consumption trends among India's middle class and explores business opportunities for Japanese companies.
India's e-commerce market is projected to grow from about $59 billion in 2024 to $101.4 billion by 2029 is projected to reach (a compound annual growth rate of about 11%). Looking at digital commerce in the broader sense, including travel and services, some estimates put the market at $163 billion by 2026, and it should be noted that the figures vary significantly depending on how the scope is defined.
63% of Gen Z and 56% of Millennials use online shopping, and digital payments mobile transactions now account for 80% of all transactions, marking a new era. Credit card penetration is also set to triple, from 102 million cards in 2024 to 296 million by 2030.
Flipkart (a Walmart subsidiary), Amazon India, and Meesho are the three major platforms, and when Japanese companies enter India's e-commerce market, a sales strategy that leverages these marketplaces is the basic approach. D2C (Direct-to-Consumer) brands are also growing rapidly, making this a strong option for Japanese companies wanting to enter the India market with their own brand.
Since the pandemic, Indian consumers, especially the urban middle class and above, have increased their spending on Health foods and wellness products. The markets for organic food, protein supplements, Ayurvedic products, and fitness-related services are expanding rapidly.
Just as Japan's matcha and green tea, fermented foods (miso, natto), and skincare products are drawing attention from health-conscious Indian consumers. vegetarian Japanese food, which has a high affinity with this culture, also aligns with growing demand for plant-based protein and plant-based food, giving it significant potential.
India's wealthy and upper-middle-class consumers are shifting toward consumption that emphasizes "quality." The growth rate of premium categories, such as luxury cars, branded cosmetics, high-quality home appliances, and gourmet food, is outpacing that of general consumer goods.
Japanese brands are recognized by Indian consumers with an image of "high quality," "reliability," and "innovation," giving them competitiveness in the premium market. However, pricing requires an "affordable premium" strategy (high quality at an attainable price) tailored to India's income levels.
The accelerating entry of Japanese retail brands such as Uniqlo, Muji, and Daiso into India is a move that captures this consumption trend.
Instagram, YouTube, and WhatsApp are driving rapid growth in social commerce across India. The influencer marketing market is expected to reach about 28 billion rupees (about JPY 49 billion) by 2026, and its influence is growing particularly large in the beauty, fashion, and food categories.
The number of "vernacular influencers" in India, who deliver content in regional languages (Hindi, Tamil, Telugu, etc.), is surging, and partnering with these influencers is effective for reaching consumers in Tier 2 and Tier 3 cities.
India's online food delivery market reached about $55.6 billion in 2025 and is projected to grow to a scale of $337.2 billion by 2034 (average annual growth rate of 22.18%). Zomato (Blinkit) and Swiggy (Instamart) split the market between them, and quick commerce offering instant delivery within 10-30 minutes is spreading rapidly.
For Japanese food brands, an online sales strategy leveraging these platforms is essential. In particular, sushi and ramen Japanese food categories such as this hold significant growth potential in urban areas with high delivery demand.
India's middle class numbers in the hundreds of millions and is projected to expand further. It has spread beyond urban areas to Tier 2 and Tier 3 cities and uses smartphones as its primary means of information gathering and purchasing. This segment is rapidly changing the structure of the consumer market.
Flipkart, Amazon India, and Meesho are the main platforms, and a sales strategy leveraging these marketplaces is basic. D2C brands are also growing rapidly, making this a strong option for companies wanting to enter with their own brand. A realistic approach is to build awareness via e-commerce before rolling out physical stores.
Since the pandemic, spending on health foods and wellness products has increased among the urban middle class and above. Japanese matcha, green tea, and fermented foods such as miso and natto are drawing attention from health-conscious consumers, and this is an area with high affinity to vegetarian culture and plant-based demand. Positioning centered on a safe and healthy image is effective.
Japanese brands are recognized with an image of high quality, reliability, and innovation, giving them competitiveness in the premium market. However, pricing requires an affordable-premium strategy tailored to India's income levels. Japanese retailers such as Uniqlo and Muji have captured this trend and are accelerating their expansion.
Using vernacular influencers who deliver content in regional languages is effective. The influencer marketing market is expected to expand, and its influence is growing in the beauty, fashion, and food fields. Marketing tailored to regional languages is key.
The starting point is to build awareness first through an e-commerce/D2C model, and establish positioning that leverages the safe and healthy image of Japanese products. Prices should be set at an attainable premium, and companies should proceed with partnering with local partners who have regional language capability and a deep understanding of the market.
Given consumption trends among India's middle class, Japanese companies should consider the following strategies.
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