New Delhi: India’s affluent population is rapidly expanding and reshaping consumption trends, with a strong tilt towards travel, premium dining and curated lifestyle experiences, according to a new whitepaper released by Visa Inc..
The report, titled India’s Affluent Economy 2025–2026, highlights a behavioural shift where high-income consumers are prioritising meaningful and experience-driven purchases over mere ownership. Insights from Visa Consulting and Analytics, supported by a study conducted with YouGov, indicate that affluence in India is increasingly defined by lifestyle choices rather than income alone.
The number of individuals earning over ₹10 lakh annually has nearly doubled from 69 lakh to 130 lakh, expanding the base of discretionary spenders. Credit cards continue to be the primary enabler of premium consumption, providing access to exclusive experiences and high-end products.
Travel has emerged as the dominant spending category among ultra-affluent consumers, accounting for 58% of discretionary expenditure, followed by retail and luxury purchases. Cross-border spending has also seen a rise, with penetration reaching 63% among elite segments.
Dining habits reflect a similar premiumisation trend. Nearly 80% of affluent consumers dine at upscale establishments at least three times a year, with annual spending averaging around ₹2 lakh. The report also notes that ₹50,000 is emerging as a benchmark for premium dining experiences.
Affluence is no longer limited to metro cities such as Mumbai, Delhi and Bengaluru, but is expanding to emerging urban centres including Ahmedabad, Surat, Jaipur and Lucknow, where consumption patterns are increasingly mirroring those of larger cities.
Technology and wellness are also gaining prominence as lifestyle categories, with higher spending on premium gadgets, spas and cosmetic treatments among affluent consumers.
Commenting on the findings, Sushmit Nath said that affluent consumption in India is becoming an integral part of everyday life, driven by demand for seamless, curated and exclusive experiences.
The report concludes that India’s luxury market will be shaped not just by the size of its affluent population, but by how quickly emerging cities and new consumer behaviours align with global standards.
