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Direct-to-consumer (D2C) brands are already experimenting with innovative marketing strategies.

For D2C brands, where customer loyalty and personalisation are critical, tools that analyse emotional responses help refine messaging, visuals, and offers to drive conversions.

For instance, a leading luxury lifestyle player witnessed a 159% revenue increase by aligning messaging with user context and emotional triggers.

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Experts opine that D2C andFMCGbrands are constantly undergoing A/B tests to churn out a better way to sell their products.”Some market leaders have experimented with it, for example, HUL used EEG and facial coding to understand how consumers reacted to their ads and packaging.

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However, barriers to adoption remain significant.

Data privacy concerns loom large, with 78% of Indian consumers expressing apprehension about how their data is collected and used, according to a KPMG report on consumer trust.

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“They’re constantly experimenting, tweaking colours, layouts, and even fonts to see what clicks.

Neuromarketing tools let them A/B test emotions—how does ‘joy’ perform against ‘nostalgia’? D2C brands are leveraging neuromarketing to fine-tune product packaging, website design, and ad creatives based on consumer emotions,” Singh commented.Additionally, there is limited awareness among Indian marketers about the potential of advanced neuromarketing tools.

“Industries like FMCG, D2C, and retail are at the forefront of neuromarketing adoption in India.

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Ethical considerations, too, remain a grey area.

How much subconscious influence is too much?The ethical debate is compounded by the absence of clear regulations governing neuromarketing in India.

Globally, industry bodies like the Neuromarketing Science and Business Association (NMSBA) advocate for transparent practices, but India lacks a comparable framework.

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Despite these barriers, the appetite for innovation is undeniable and driven largely by digital-first brands, positioning India as a fertile ground for neuromarketing adoption.While the promise of neuromarketing is undeniable, its ethical implications demand careful scrutiny.

Manipulating subconscious triggers raises questions about consumer autonomy.

In India, where consumer awareness about neuromarketing is limited, the risk of backlash is high.

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In a market as diverse and sensitive as India, where cultural nuances shape buying behaviour, the success of these tools hinges not on their sophistication but on the ethical finesse with which they are deployed.

For brands, the challenge isn’t just adopting the technology—it’s ensuring they don’t cross the thin line between engagement and exploitation.Oil prices went down on Friday due to concerns about slower demand growth in 2025, particularly in China.

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