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India Decoded · Public Market Intelligence

What data actually
says about Indian consumers

A curated repository of publicly available market research, consumer surveys, and industry reports — filtered and organised for Indian marketers and businesses. Every insight linked back to its original source.

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Year 2026
Type 📊 Statistics 🧠 Behaviours ❤️ Preferences 📈 Trends ✗ Myth Busts ⚡ Benchmarks 🔮 Predictions
🔴 High Impact 🟡 Medium 🟢 Quick Win
1 insight
📈 Trend
2026
65%
of new UPI users are from Tier 3–5 cities

UPI transactions in Tier 3–5 cities are growing faster than metros, with over 65% of new users coming from non-metro regions.

Marketing Angle
Stop designing checkout flows for metro users — optimize for low-data, fast, vernacular-first payment journeys. Tier 3 India is now the primary growth engine.
NPCI Real-Time Payments Adoption Pulse
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