Mumbai: TRA Research has announced the launch of the India Buying Intent Index (BII), a new macro-economic indicator designed to measure and track urban India’s buying sentiment across brands, categories and sectors.
Conceptualised as a forward-looking economic index, the India Buying Intent Index is based on TRA Research’s proprietary framework that combines Brand Trust and Brand Desire to assess overall consumer buying intent. The index is measured monthly and aims to provide businesses, marketers and analysts with actionable insights into evolving consumer behaviour and purchase trends.
According to the inaugural findings, the May 2026 BII stood at 98.60, reflecting relative stability in consumer sentiment despite a marginal 0.40% decline from the previous month. The reading remained above the three-month trend level of 97.83, indicating resilience in urban consumer confidence.
The index data shows that BII declined from 100.2 in October 2025 to 94.9 in January 2026, representing a cumulative drop of 5.3%. However, sentiment has shown signs of recovery in recent months, with the index rising from 96.1 in March 2026 to 98.6 in May 2026, a cumulative increase of 2.6%. The latest reading is 3.9% higher than January 2026 levels and 1.4% below the April 2025 base, which has been normalised to 100.
TRA Research noted that while the market remains stable, consumers are still awaiting stronger signals before significantly accelerating spending behaviour.
The May 2026 analysis highlights a balanced marketplace, with 49.1% of brands focused on driving consumer desire and 48.5% concentrating on rebuilding trust. According to the report, this near-even split suggests that while brands continue to attract consumer interest, buyers remain cautious and are seeking reassurance, relevance and proof before making purchasing decisions.
The findings further indicate that 62.61% of buying behaviour is deliberate and considered, while 37.39% is instinctive, reflecting a consumer environment where evaluation and comparison remain key components of the decision-making process.
Commenting on the launch, N. Chandramouli, CEO, TRA Research said, “With the Buying Intent Index, have created a macro index that is simple to read, but deep enough to matter. It gives businesses, media and analysts a clearer view of where consumer confidence is holding, where it is slipping, and where momentum is building. That is the real value of the platform that it turns consumer movement into something that can be seen and acted upon.”
The launch comes at a time when businesses across sectors are seeking deeper consumer intelligence to navigate an increasingly complex and dynamic marketplace. TRA Research believes the index can help marketers make more informed decisions regarding brand strategy, customer engagement and marketing investments.
The May 2026 release marks the 13th consecutive month of BII measurement, providing an evolving view of market sentiment and consumer confidence trends over time.
The monthly tracking framework has been designed to help stakeholders understand not only the current state of consumer demand but also emerging shifts in purchasing behaviour, category momentum and competitive dynamics. By monitoring movements in trust and desire across brands and sectors, the index aims to offer an early indication of market direction and consumer intent.
TRA Research said the index is intended to serve a broad audience, including brands, marketers, agencies, media organisations, consultants, researchers and business analysts seeking timely and data-driven consumer insights.
With the launch of the India Buying Intent Index, TRA Research aims to provide a more evidence-based understanding of consumer sentiment, enabling businesses to move beyond assumptions and better anticipate future purchasing behaviour in India’s evolving consumer economy.
