Young Indians are increasingly getting ideas for their homes from creators. A new Deloitte India report found that more than half of consumers aged 18 to 28 turn to creators and influencers for home inspiration.
Deloitte India’s The Home Reset report puts the number at 57% for people aged 18 to 28. Among those aged 45 to 60, it is only 27%. The report also expects India’s home and household market to reach $260 billion by 2030, around 1.6 times its current size.
Social media is already a major place where people find home products and nearly 80% of shoppers discover products there. But they do not necessarily buy immediately: 60% also use shopping apps while standing inside physical stores to check products, prices and offers.
Deloitte says people are also spending more on their homes, upgrading them more often and showing greater interest in better-designed products, both in metros and smaller cities.
Young Indians are getting home ideas from creators
The age gap is hard to miss. Younger shoppers are much more likely to look at creators for ideas on décor, furniture, appliances and interiors before they start comparing products or visiting stores.
That matters because first-time homebuyers are getting younger too. Deloitte says the average age has moved from the early 40s to the early 30s. Among people aged 18 to 28, 35% also see improving their home as a form of self-expression, compared with 26% of those aged 45 to 60.
You can already see this category taking shape on Indian creator feeds. Vidhi Duggad (@thebluewallstudio) shares interior-design tips and trends, Stuti Gupta (@the.quirkartforhome) creates home styling, DIY and product-find content, Hiral Mehta (@hirals_homey_home) focuses on home décor and interior styling, while Deepika Sindhu (@creative_boho_home) creates home décor and DIY content. Their feeds show how home inspiration can now arrive through Reels, room makeovers and product recommendations, long before someone walks into a showroom.
A Reel can lead to an online search and then a store visit
The shopping journey now moves back and forth between online and offline. Someone might first see a sofa, lamp or kitchen setup in a creator’s video, search for it online, compare prices and then visit a store before deciding what to buy. Deloitte found that 60% of shoppers use e-commerce apps even while they are inside a physical store.
Technology is becoming part of that process too. Deloitte says retailers using augmented-reality tools that let shoppers see or customise products before buying have reported around 10% higher revenue and 25% fewer returns. The larger point is simple: shoppers are using social media, apps and stores together rather than relying on only one of them.
Tier-2 households are spending more on their homes
Deloitte says Tier-2 households spent an average of ₹3.9 lakh per home on interiors in 2025, around 74% of what Tier-1 households spent. Interior markets in smaller cities are also growing almost twice as fast as Tier-1 markets. That gives home and lifestyle creators outside the metros a much larger audience for regional ideas, affordable makeovers and everyday home content.
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What this means for creators and home brands
None of this means showrooms are going away. It means the journey can now start much earlier, often on a phone. A room makeover Reel, a creator’s home tour or a product recommendation can put an idea in someone’s head before they search for the product or walk into a store.
For creators, that puts home content closer to an actual buying decision. A post does not have to make the sale itself. It can be the thing that makes someone notice a product, remember it, and look it up later.
That is what makes the Deloitte numbers interesting for India’s creator economy. Home content is becoming more than before-and-after videos and aesthetic room tours. For younger shoppers, creators are increasingly part of how they decide what they want their homes to look like, and sometimes what they want to buy for them.
