Mumbai: TRA Research has released the June 2026 edition of its India Buying Intent (India BI) Index, reporting a 1.01% month-on-month increase to 99.60, indicating improving consumer sentiment. However, the research firm cautioned that the recovery remains selective, with only 13 of 34 super-categories registering growth during the month.
The India BI, described by TRA Research as the world’s first macro-economic index built specifically for marketers, measures urban India’s readiness to purchase by tracking the twin drivers of Trust and Desire. The June reading also stood above the three-month trend of 99.03, placing the index in the “Accelerating” category.
Despite the overall improvement, the report suggests that consumer demand is yet to become broad-based, with gains concentrated in select sectors.
Commenting on the findings, N. Chandramouli, CEO, TRA Research, said, “The movement points to a consumer market in consolidation. Buying readiness is strengthening in some pockets, while others remain cautious. For marketers, the signal is clear: June is a month for sharper category reading, not uniform optimism.”
Among major consumer-facing categories, Food & Beverage emerged as one of the strongest contributors to buying intent, rising from 10.10 in May to 12.60 in June. FMCG also strengthened from 7.00 to 8.20, while Gadgetry improved from 8.00 to 8.70. Digital rose from 6.00 to 6.30, and BFSI increased from 4.80 to 5.10.
However, several sectors witnessed a decline. Consumer Electronics fell from 13.20 to 11.90, Automobile declined from 8.70 to 7.80, Personal Accessories slipped from 5.80 to 4.70, and Retail decreased from 4.40 to 3.40.
At the super-category level, Alcoholic Beverages recorded the highest month-on-month expansion, followed by Kitchen Care, Telecom, Fast Moving Electrical Goods and Transportation. On the other hand, Construction, Energy, Dinnerware, Diversified and Healthcare registered the sharpest contractions.
Elaborating further, Chandramouli said, “June shows a market that is improving, but still not fully confident. A 1.01% rise in India BI is a positive signal, but with only 13 of 34 super-categories expanding, marketers should not read this as a broad demand breakout. The opportunity is real, but it is concentrated. Brands will need sharper timing, clearer category focus and stronger Trust and Desire signals to convert this intent into buying.”
According to TRA Research, the India Buying Intent Index is designed to help marketers understand monthly shifts in consumer readiness to purchase, complementing traditional economic indicators such as prices, income and interest rates. The index tracks the component of purchasing behaviour that marketing can directly influence.
The June findings suggest brands should adopt a more nuanced marketing strategy rather than assuming widespread consumer optimism. Categories witnessing stronger buying intent may warrant increased media investments and conversion-focused campaigns, while slower segments may benefit from trust-building initiatives, value communication and reassurance before aggressive promotional efforts.
TRA Research said its monthly India BI tracking aims to provide marketers, agencies, brands, media companies and business analysts with early signals on changing consumer demand, category momentum and evolving purchase behaviour across India’s marketplace.
