•A&M–CII report reveals a structural shift in India's consumer landscape with fluid purchase journeys.
•83% of Indian shoppers rely on reviews, and 73% explore multiple channels before buying, making traditional brand-led marketing less effective.
•Speed is critical: 77% expect delivery within two hours, and 97% evaluate purchases within an hour.
•Consumers are channel-fluid (64% use 2+ channels for one need) and category-fluid (70% buy beyond initial intent).
•Companies must adapt commercial models by focusing on authentic reviews, creator influence, and multi-channel presence to meet evolving consumer expectations.
