Meet the modern Indian family — filled with pets, friends, Alexa, et al

FURRY RELATIVE: India’s pet population is set to touch 40 million
| Photo Credit:
Dimple Bhati

Think ‘family’ and what comes to mind? A small cosy unit with a husband, wife and two kids? Or a larger unit made up of grandparents, parents and children? Think again. Families are no longer forged by blood ties alone. The family of today could comprise a single woman, her pet dogs and/or cats, a live-in house help who has motherly opinions, and Siri and Alexa!

Drawing on its NeedScope research framework, which leverages consumer emotions, Kantar’s report ‘The Urban Indian Family 2025’ has delved deep into how modern Indian households are evolving. Old classifications are passé. No longer can households be structured as joint or nuclear units. “It is not a monarchy. It is not even a democracy. It is a coalition government with no clear majority, where policies are made on the fly, alliances shift overnight, and everyone claims to be in charge,” the report quips.

The report has deep implications for brands, which need to understand the nuances of the blurring lines between blood ties and bonds forged on friendships and emotional needs. Between ordering on Blinkit to recreate grandma’s recipes and seeking help from ChatGpt to craft weight-loss plans and embracing festivals with fervour, urban Indian households are juggling modern lifestyles with long-standing traditions. WhatsApp groups are the new living rooms and rituals are up for a reboot.

Full house again

There has been a nearly 50 per cent jump in the proportion of unmarried 15- to 34-year-olds living with parents over the last five years, indicating a shift towards interdependence — “the return to full house”.

This also means that the definition of ‘family’ has expanded. “Families are no longer defined by bloodlines but by those who show up. There are both visible and invisible entrants in the Indian families. So the emotional anchors in the families are changing,” says Macneil Chowdhury, Director-Qualitative (West) Insights Division, Kantar.

With India’s pet population expected to increase to 40 million by 2026, this means golden retrievers, Labradors and Persian cats are not just featuring in Insta Reels but are also emotional mainstays. Household help, drivers and nannies are increasingly playing the role of “the third parent”. Alexa, smartwatches and WhatsApp groups are playing a critical role in families, not just for logistics but also emotional support.

“Brands will need to start recognising and celebrating chosen families and bonds based on empathy and reliability, not just lineage… they should not attempt to portray the ideal Indian family as typically consisting of one girl child, one boy child, mom, dad and grandmom. This inauthentic portrayal will not help the brand make an emotional entry point in the lives of consumers,” he adds.

Democratic decisions

At the same time, parents are increasingly operating as start-up founders, as children have more voice, making it a collaborative unit rather than authoritarian. Brands also need to stop trying to reach out to only one key stakeholder or decision maker. “Decisions are now being made by members across generations in a family. Brand messaging must reflect this collaboration, not a top-down hierarchy. If you are a brand that wants to be embraced by a family, you need to construct the brand language in a manner that you can reach multiple stakeholders of the modern Indian urban household,” Chowdhury says.

While brands are increasingly trying to shape the gender narrative by urging the Indian man to share the load, the study reveals that domestic participation from men still remains a symbolic gesture rather than a full sharing of responsibilities.

“Technology sustains emotional closeness in physically dispersed families. WhatsApp groups, Zoom pujas, and digital rituals have become the new glue. Brands must find ways to enter these spaces with relevance and respect,” the study points out.

Mental health issues are a new reality in Indian homes, as stress levels soar across generations. Loneliness and emotional distance are rising, especially among the elderly and the middle-aged. Therefore, campaigns must show emotional texture and not just idealised harmony, and not ignore the imperfections, the report recommends.

At a time when wearable tech and AI are the talk of the town, what can brands in these spaces do to find loyal consumers? “Functionality must come with emotional resonance. Products that tap into nostalgia and memory gain deeper household presence. Comfort, whether emotional or sensory, is key. Brands that can provide relief and reassurance will build long-term affinity,” advises Chowdhury.

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Published on July 14, 2025