India Emerges as Key Innovation Hub and Testing Ground for Global Consumer Markets

India has evolved from a high-growth emerging market to a central innovation hub for global retailers, FMCG companies, and data firms like Kantar. According to Kantar CEO Paul Zwillenberg, India serves as a live laboratory for consumer intelligence, where diverse consumer behaviors and rapid market changes enable testing and scaling of business models and products. This dynamic environment supports research, delivery, and analytics, influencing strategies for other global markets.