Consumer durables sector seeks steady growth in 2026 after mixed 2025

The consumer durables industry in India is entering 2026 with a renewed emphasis on disciplined growth, following a mixed performance in 2025. After strong demand in earlier years, last year brought a moderation in purchases, prompting brands to rethink their strategies across pricing, marketing and retail engagement.

Industry leaders say that while overall demand remained relatively stable, growth was uneven across categories. Some product segments experienced strong seasonal spikes, but others saw slower uptake as consumers became more selective with discretionary purchases. This shift has led durables companies to prioritise value creation, cost efficiency and smarter investment in demand-generation activities.

A key trend for 2026 is a heightened focus on retail execution and customer experience. With offline stores still serving as a crucial conversion point, brands are strengthening partnerships with retail chains and enhancing in-store merchandising, training and promotions to drive sales. At the same time, digital channels are being used more judiciously to support discovery and consideration, particularly around launches and festive windows.

Companies are also paying closer attention to pricing strategies and product positioning. With consumers now more sensitive to total value and long-term utility, marketing messages are shifting from purely feature-driven campaigns to benefit-led communication that highlights energy savings, durability and after-sales support. Bundled offers and flexible financing options are being employed to make higher-ticket items more accessible without eroding margins.

Despite the challenging environment, several durables firms are optimistic about the medium-term outlook. They believe that rising urbanisation, housing growth and expanding aspiration in non-metro markets will continue to support demand. In particular, categories such as kitchen appliances, smart electronics and energy-efficient products are seen as key drivers of future growth.

As players look ahead, budget discipline and sharper consumer insight are expected to shape media spending and campaign priorities. Brands are increasingly balancing broad awareness efforts with targeted activation — ensuring that dollars go toward audiences most likely to convert.

In summary, the consumer durables sector is gearing up for a year of measured expansion in 2026, leveraging operational discipline, retail momentum and value-oriented propositions to navigate evolving consumer preferences and market dynamics.