Report
A view of India’s next smart-home opportunity
What will turn India’s growing base of connected devices into connected living at scale?
Our research points to an important tension: consumers are aware of smart-home possibilities, but adoption still slows when the experience becomes difficult to set up, fragmented, difficult to trust or unclear in its everyday value. Daily services are close to fully converted, while energy and safety continue to show meaningful awareness-to-usage gaps.
The next phase may not be won by the brand offering the most features. It may be won by the brand that can make smart living:
- Easier to understand and set up
- More relevant to Indian household realities
- More visibly valuable through savings, safety, care and service
- More dependable across devices, users and everyday routines
For CMOs, Insights Leaders, Category Heads and CTOs, this raises strategic questions around proposition design, onboarding, interoperability, monetisation and trust.
Our new thought leadership paper, “India Is Buying Smart Devices; Smart Living Has Yet to Scale,” examines these questions among 2 key cohorts – Active platform users and Less Active platform users.
A view of India’s next smart-home opportunity
If these questions are relevant to your growth agenda, NIQ India can help translate the findings into category-specific opportunities, innovation priorities and consumer-led growth plans.
