Nearly 35% of young Indians link home improvement to self-expression: Deloitte
Deloitte’s September 2026 report finds nearly 35% of consumers aged 18–28 associate home improvement with self-expression, suggesting an opportunity for personalisation-led home retail. It projects India’s home and household market could reach $260 billion by 2030.
The brand move
Deloitte found nearly 35% of Indian consumers aged 18–28 associate home improvement with self-expression. Its September 2026 report estimates India’s home and household market could grow 1.6 times over the next five years to $260 billion by 2030.
The numbers
- nearly 35%
- 18–28
- September 2026
- $260 billion
- 2030
Why it matters for the brand
Test personalisable décor and modular ranges for Indian shoppers aged 18–28, measuring conversion and basket uplift as Deloitte reports nearly 35% link home improvement to self-expression.
What to track next
- Whether 18–28-year-olds' stated interest produces paid conversion and repeat purchases, rather than only engagement.
- Sales mix shifting toward small-ticket decor versus furniture and renovation products.
- Personalised products' price premium and contribution margin after production, fulfillment, returns and remakes.
- Creator-led collections sustaining full-price sell-through beyond launch campaigns.
- Customisation lead times, inventory turns and markdown rates as assortments expand.
The counter-case
Self-expression is an attitude, not evidence of incremental spending or willingness to pay for personalisation. Young consumers may express themselves through low-ticket décor rather than major home upgrades, while limited budgets, renting and household purchasing authority constrain conversion. Personalisation could add assortment complexity and fulfilment costs without improving margins.