Brand loyalty on a decline Back Indian consumer is becoming more promiscuous. Indian consumers have a wider repertoire today – they are becoming experimentative; they flirt with brands and categories. Brand loyalties are thus on the decline. New trends have a limited life – they become fads in short spans. Brands must be dynamic and ever evolving to keep the youth engaged. Innovative product variants, new packs, innovative means of communicating with a ‘highly mobile’ and ‘restless’ community is the need of the hour. Manufacturers need adaptable factory lines to keep cost of change low.