If 2024 was about experimentation, 2025 was about full-scale internet influence. Trends didn’t just emerge online, they dictated buying decisions, brand strategies, and even real-life behaviour. Indian consumers showed they were hyper-aware, globally plugged in, and unapologetically driven by aesthetics, storytelling, and social validation.
From AI-generated ads to fake weddings staged purely for content, virality became currency. Brands, meanwhile, stopped chasing trends and started building themselves inside them, whether through memes, collectibles, or cultural moments borrowed from Korea, Japan, or Dubai. What stood out was how quickly Indian brands adapted global phenomena and made them local, affordable, and scalable.
These 10 trends didn’t just dominate feeds, they redefined how marketing, culture, and consumption intersected in India through 2025.
Labubus and the Rise of Designer Toy Collecting
Designer toy collecting exploded beyond niche circles in India in 2025. Labubus, blind boxes, and vinyl figurines became symbols of taste, adulthood nostalgia, and disposable income. Indian consumers embraced toy collecting as lifestyle expression, fuelled by unboxing reels and resale culture.
Platforms like Smytten, Hamleys India, and indie stores such as The Souled Store’s collectibles line tapped into this fascination. Indian artists also entered the scene with limited-edition figurines and art toys. What was once seen as childish turned aspirational, signalling a shift towards joy-driven consumption and visually shareable purchases.
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The Matcha Takeover
Matcha became the drink of choice for India’s internet-savvy urban audience. Cafés, creators, and wellness enthusiasts embraced it as a cleaner, calmer alternative to coffee. Indian brands such as Vahdam India, Blue Tokai, and Sleepy Owl experimented with matcha blends, while cafés like Third Wave Coffee added matcha-based beverages to menus. Even celebrities like Sanya Malhotra launched brands like Breé Matcha, taking the trend forward.
Social media amplified matcha’s aesthetic appeal, green lattes, minimalist routines, and slow-living narratives. The trend reflected India’s growing appetite for globally inspired wellness habits blended with everyday consumption.
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Protein Everything
Protein became mainstream in 2025, moving far beyond gym culture. Indian brands raced to fortify everyday foods like rotis, snacks, chocolates, and even desserts, with added protein. Companies like Yoga Bar, EatFit, The Whole Truth, and MuscleBlaze normalised protein consumption through relatable content and clean-label marketing. Influencers educated audiences on macros, while D2C brands simplified nutrition language.
Protein was no longer about bodybuilding; it became synonymous with smart eating, energy, and lifestyle optimisation, especially among young professionals and Gen Z.
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Dubai Chocolate and Viral Food Imports
Dubai’s viral pistachio-filled chocolates sparked India’s obsession with imported, internet-famous foods. Availability mattered less than exclusivity and story. Indian gourmet brands like Ditch the guilt, GoZero, Smoor, Paul and Mike, and Manam Chocolate responded by launching indulgent, globally inspired variants tailored to Indian palates.
Social media turned food into spectacle - taste tests, reaction videos, and “worth the hype?” reels drove demand. The trend highlighted how Indian consumers increasingly chase global food experiences through virality rather than traditional advertising.
AI Clones, Ghibli Aesthetics and AI-Generated Advertising
AI didn’t just enter advertising in 2025, it reshaped it. Indian brands experimented with AI-generated visuals inspired by Studio Ghibli aesthetics, hyper-real action-figure styles, and virtual brand worlds. Companies like Zomato, Swiggy, and boAt leaned into AI-powered creatives, while influencers launched AI clones for content and brand deals. Agencies used AI for rapid concept testing, voiceovers, and personalised ads.
While efficiency soared, debates around originality and ethics followed. Still, AI became less of a novelty and more of a creative collaborator.
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Korean Everything: The Hallyu Wave Goes All-In
Korea’s influence extended far beyond skincare in 2025. Fashion, food, music, beauty routines, and even home aesthetics leaned heavily into Hallyu culture. Indian brands like Yu foods, Knorr, Maggi, Lay's India, and Plum etc., expanded Korean-inspired lines, while restaurants and cafés themed menus around K-culture. K-pop styling influenced Indian fashion drops, and Korean lifestyle content dominated Reels.
This wasn’t imitation - it was adaptation. Indian consumers embraced Korean minimalism, routines, and storytelling, signalling a deeper cultural crossover rather than a passing trend.
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Wearable Health Tech Obsession
Health tracking became a daily habit in 2025. Smartwatches, rings, and fitness trackers turned wellness into data-driven behaviour. Indian brands such as Noise, Gabit, boAt, and Fire-Boltt dominated the wearable market, making health tech accessible and stylish. Sleep scores, stress tracking, and heart-rate analytics became conversation starters.
Influencers promoted biohacking and longevity narratives, while consumers sought control over their well-being. The trend reflected India’s shift towards preventive health and quantified self-care.
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Fake Weddings for Content
Staged weddings, proposals, and rituals became viral content formats in 2025. Creators choreographed elaborate ceremonies purely for engagement, blurring reality and performance. Indian brands like Myntra, Britannia, and Zepto directly benefited as wedding aesthetics flooded feeds year-round. While audiences debated authenticity, the content thrived.
The trend underscored how emotional storytelling - real or staged, continues to drive views, shares, and brand visibility in India’s creator economy.
Read On: Fake Weddings: Passing fad or the next big fat desi phenomenon?
Advent Calendars for Every Festival
Advent calendars moved beyond Christmas and into Indian festivities. Brands launched countdown calendars for Diwali, Valentine’s Day, birthdays, and self-care months. Indian players like Nykaa, Tira, and Vahdam India used the format to build anticipation and daily engagement. Consumers loved the surprise element, while brands benefited from repeat touchpoints.
The trend showed how packaging, pacing, and experience now matter as much as the product itself.
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Ganji Chudail and the Rise of Meme-Led Brand Deals
Ganji Chudail’s journey from internet meme to brand collaborator symbolised 2025’s absurdist content economy. Indian brands increasingly partnered with meme pages and character-driven creators, prioritising reach over polish. Platforms like Shaadi.com, Nykaa and Fassos and many others leaned into humour-first marketing.
The trend proved that relatability, internet fluency, and cultural timing often outperform traditional influencer strategies in capturing attention.