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Your research is telling you what happened.
We tell you what is happening.
India moves fast. By the time your quarterly tracker lands, the consumer has already moved on. Decoded gives you intelligence that is current, specific, and ready to act on.
Book a Decode session/ what decode found this week
The fastest-growing GLP-1 drug users in India are adults 35-65, Kellogg's primary buyer. They're consuming 20–30% fewer calories daily. Not occasionally. Routinely.
69% of consumers want Nestlé in premium health categories. Nestlé barely shows up there. Regional clean-label brands are capturing that wallet share every month. Once a household switches its healthy staple, it rarely switches back.
Only 34% of Decathlon's customers see the brand as part of their athletic identity. The other 66% are loyal to price, not Decathlon. Zero switching cost. One good campaign from a niche brand could take them overnight.
85% of buyers already believe EcoTank is cheaper over time. 42% still stall at the upfront price. The sale is won in the customer's head and lost at the register. Every day. A financing option fixes this. Nothing else will.
69% of young viewers save Hyundai's design content. None of it leads to a dealership. Every saved post is free brand equity, waiting for the first competitor who runs the retargeting ad.
72% of founders think their perception of IIMB Innovations is outdated. 60% walk in with the wrong expectations. Strong founders are rejecting IIMB before they apply, not after evaluating it. The applicant pool shrinks every cycle this stays unfixed.
90% of Gen Z already trust ISKCON's meditation practices for mental wellbeing. 79% would attend a program for that reason alone. Programs are still marketed as spiritual, not wellness. A willing audience walks past an entry point that was never built for them.
61% of brides decide their bridal look on Pinterest and Instagram, months before they shop. They are deciding Malabar Gold does not fit that look. The sale is lost before she becomes a footfall number.
49% of Satvic's audience consumes content regularly. Only 36% convert to paying customers. That gap is real production cost, building trust with an audience that has no next step to purchase.
65% of shoppers want modern ethnic wear but assume modern means the craft cut corners. Every collection without a visible artisan story gets filed next to fast fashion. That puts Avantra in a price war it was never positioned to fight.
The fastest-growing GLP-1 users in India are adults 35–65, the core buyer for most packaged food brands. They're cutting daily calories by 20–30%. Not occasionally. Routinely. The volume is leaving the shelf right now. It won't show up in a sales report for two quarters.
Urban Indian women who want fairness in household chores outnumber the ones buying for status. If the last campaign sold convenience or shine, it spoke to the smaller audience and ignored the larger, more decisive one.
Searches for identity-driven dressing among Indian men are climbing. Logo-forward pieces have flipped from a flex to a tell. If Rare Rabbit still leans on visible branding as the hero, it's selling status to a buyer who's already decided that's the wrong flex.
One major food delivery campaign scored high on attention, low on brand recall. The ad worked. The brand didn't. Any brand not measuring this gap is funding someone else's awareness.
/ four capabilities
AUDIENCE INTELLIGENCEs
Who your consumer actually is, beyond demographics. Real motivations, cultural tensions, and unspoken needs, decoded from actual behaviour, not survey responses.
Cultural segment profiles
Strategic whitespace identification
Motivation and tension mapping
CATEGORY TREND TRACKING
What is shifting in your category before it shows up in your sales data. Early signals from search, social, and cultural conversation, with a view on where it is heading.
Emerging trend signals report
Opportunity and threat mapping
Category momentum scores
BRAND HEALTH MONITORING
How your brand is talked about and felt across the internet in real time. Share of voice, sentiment, competitive narrative gaps, and LLM Equity, which is how your brand appears in AI-generated answers. A signal most brands are still ignoring.
Brand health index score
LLM Equity audit
Share of voice and sentiment dashboard
Competitive narrative analysis
CREATIVE PERFORMANCE PREDICTION
Know whether your ad will work before you spend the media budget. Trained on over one million ads across Meta, Google, and TikTok. Predicts purchase intent, relatability, and social performance.
Creative performance score
Optimisation recommendations
Predicted performance vs category benchmarks
/ The problem with traditional research
You are not getting the complete picture.
Every focus group, every survey, every tracker has the same flaw: the moment you ask someone a question, you've already changed the answer. People perform. They tell you what sounds right. Layer on top of that a sample of 200, six weeks of fieldwork, and a PDF that arrives after the moment has passed and you have an industry built on structured guesswork. The insight your brand needs is already out there, in reviews written at midnight, in search queries nobody else sees, in conversations happening right now across every language in every corner of India.
“ you just haven't been listening.”
/ WHAT IS DECODED
Decoded is powered by Quilt.AI, a cultural intelligence platform that reads billions of real, uninitiated consumer conversations across India, in 250 languages, in real time. No surveys. No prompting. No bias.
Langoor's analysts layer strategy and category expertise on top to turn that signal into a decision your team can act on today.
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