Beyond roti, kapda, makaan: Inside India's new consumption story

India's consumption story has undergone a dramatic transformation over the past decade. While previous generations prioritised spending on essentials and saved for big-ticket purchases, today's consumers are increasingly directing their money towards experiences, convenience and lifestyle choices. From travel and entertainment to fitness and dining out, changing aspirations, rising incomes and easier access to credit are reshaping how Indians spend, making private consumption one of the biggest drivers of the country's economic growth.

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Why is India spending more today?

According to the Household Consumption Expenditure Survey (HCES) 2023-24, average monthly per capita spending increased by 9.3% in rural India and 8.3% in urban areas.

The rise in household spending was recorded across all 18 major states. Odisha registered the highest growth in rural consumption at around 14%, while Punjab led urban India with nearly 13% growth. Even states such as Maharashtra and Karnataka, where the pace of growth was relatively slower, saw households spend more than they did a year earlier, reported TOI.

The survey also highlights a gradual narrowing of the consumption gap between rural and urban India. In 2011-12, the average urban resident spent 84% more than a rural resident. This gap narrowed to 71% in 2022-23 and declined further to 70% in 2023-24. When the value of welfare benefits is factored in, the difference falls to 67%.

Beyond the numbers, the findings point to a broader shift in consumer behaviour. For many Indians, spending is no longer limited to meeting essential needs or saving for the future. It is increasingly being directed towards experiences, convenience and lifestyle choices.

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Why India is moving beying roti, kapda, makaan

Perhaps the clearest sign that India is becoming wealthier is not how much people spend, but what they choose to spend on.

Economists often refer to Engel's Law, named after 19th-century German statistician Ernst Engel. The principle states that as incomes rise, households spend a smaller share of their income on food and a larger share on other goods and services, reported TOI.

India's consumption patterns now reflect that shift.

According to the Household Consumption Expenditure Survey (HCES) 2023-24, food accounts for 47% of monthly household expenditure in rural India and 40% in urban India. This means that more than half of urban household spending is now directed towards non-food items, including transport, healthcare, travel, entertainment and lifestyle purchases.

The way Indians spend on food is also evolving. In rural India, processed food, beverages and refreshments now account for the largest share of food expenditure at 9.84%, followed by milk and milk products (8.44%) and vegetables (6.03%). Cereals, once the biggest component of household food budgets, now make up just 4.99% of spending.

A similar trend is visible in urban India. Processed food and beverages account for 11.09% of food expenditure, followed by milk and milk products (7.19%) and vegetables (4.12%).

The shift suggests that consumers are moving beyond spending solely on basic staples. Greater incomes and changing lifestyles are driving demand for convenience foods, packaged products, ready-to-eat meals, café visits and food delivery, reflecting a growing preference for variety and value-added products.

Non-food spending patterns also highlight changing priorities. In rural India, conveyance is the largest non-food expense, accounting for 7.59% of total household expenditure, followed by medical expenses (6.83%), clothing and footwear (6.63%), and durable goods such as appliances and household items (6.48%).

Urban households show an even stronger tilt towards lifestyle-related spending. Transport accounts for 8.46% of monthly expenditure, followed by miscellaneous goods and entertainment (6.92%), durable goods (6.87%) and rent (6.58%).

Overall, the data points to a broader transformation in India's consumption patterns. Household budgets are no longer focused primarily on meeting basic needs. A growing share of spending is now directed towards mobility, healthcare, entertainment, convenience and products and services that enhance quality of life.
(with TOI inputs)