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India is becoming a defining growth story in travel retail. Yesterday’s TFWA Workshop: Market Watch India examined the market dynamics, consumer shifts and infrastructure momentum shaping its next chapter. TFWAWorkshop: Market Watch India Understanding the evolving Indian traveller T he TFWA Workshop: Market Watch India explored the consumer behaviours and trends driving change in India today. The session heard from Stephen Hillam, Managing Director of Pi Insight, who shared the latest findings on current consumer behaviour and the motivations behind purchase decisions among Indian travellers. “The key message is how the Indian shopper offers a significant opportunity, but in order to take advantage of this we need to understand their wants, needs and expectations in isolation rather than using wider Asia Pacific strategies and expecting these to be effective,” said Hillam. “The Indian shopper is significantly differentiated from the average APAC shopper and we need to be aware of this and action against it in order to take advantage of the opportunity this key shopper group represents.” India is seeing a new generation of travellers emerge that are digitally fluent, value-conscious, and globally minded. “As a result, we have a shopper that is becoming increasingly focused and demanding when it comes to their expectations of the duty free channel,” Hillam explained. “However, while the new generation is more informed, they are still entering the store with a clear interest in the core pillars of our channel, such as differentiation, value, gifting, among others. Therefore, brands and retailers need to ensure that these areas are provided but also effectively communicated to immediately drive attraction and meet the expectations of today’s Indian shopper.” The Indian shopper has a series of purchase drivers and influencers that are coming into the purchase decision- making process. From a purchase drivers’ perspective, Hillam highlighted a very strong trend towards differentiated familiarity (differentiated versions of well-known brands). “However, other influencers are also playing a role – and a stronger role than we see among other APAC nationalities – such as gifting, sustainability and staff, which should be leveraged and used as a key tools that brands can use to drive aspects such as brand uptake, trial and loyalty,” he shared. As India’s travel retail market grows, Hillam’s advice is to understand the evolving wants, needs and expectations of the Indian shopper and not rely on regional averages. “The Indian shopper is differentiated from the APAC shopper in terms of their profile, categories of interest and fundamental purchasing metrics,” he added. “In addition, their interest in areas such as gifting, sustainability and staff support is also above the regional average. The Indian shopper is evolving fast and an understanding of their current behaviour and where its heading will be key to taking advantage of the opportunity they represent.” Stephen Hillam, Managing Director, Pi Insight: “There are likely to be several shifts in Indian travel retail over the next few years as the affluent middle class continue to increase and Gen Z also become more prominent.” Thursday 14 May 2026 12 T F W A D A I L Y