# Indian festive season consumer trends > Live situation record from CLSTR: https://clstr.news/situations/indian-festive-season-consumer-trends > Updated: 2026-09-11T08:52:33.000Z. Sources: 2. Developments: 2. Indian brands are adapting their marketing strategies for the 2026 festive season by focusing on consumer decision-making journeys rather than traditional calendar-based planning. Experts note that consumer intent often begins well before peak sale periods. Specific campaigns for Janmashtami 2026 have been launched by various companies, including HDFC Mutual Fund, Indus Towers, Asian Paints, and SKICORP Group, focusing on themes such as financial empowerment, connectivity, and home innovation. Data regarding festive buying intent shows significant regional variations across major Indian cities. In Mumbai, there is strong momentum in electrical goods, lighting, air conditioners, and consumer electronics. In the Delhi NCR region, growth is most prominent in digital services, apparel, and cosmetics. Other major cities, including Chennai, Kolkata, and Bengaluru, reflect a diverse landscape of consumer interest across technology, mobility, and beauty sectors. ## Timeline ### 2026-09-11: India festive buying intent shows divergent trends across major cities TRA Research reports divergent festive buying intent across Indian cities for 2026, with Mumbai seeing sharp rises in lighting and electrical goods, while Delhi NCR shows growth in digital and apparel. 2 sources. https://clstr.news/cluster/india-festive-buying-intent-shows-divergent-trends-across-major-cities ### 2026-09-03: Indian brands shift to consumer-led festive marketing strategies Indian brands are shifting from calendar-led festive planning to consumer-led decision journeys, utilizing Janmashtami 2026 to launch diverse engagement campaigns. 2 sources. https://clstr.news/cluster/indian-brands-shift-to-consumer-led-festive-marketing-strategies --- Cite as: Indian festive season consumer trends. CLSTR, https://clstr.news/situations/indian-festive-season-consumer-trends