On 6th November 2025, at the Fairmont Mumbai, India’s top CX leaders gathered for the launch of the State of CX India 2025 report.

Key insights from the State of CX India 2025 Report

India’s national CX benchmark is here. India’s CX Index is 3.17 out of 5, highlighting a clear move from transactional interactions to transformative experience design. The study evaluated 400 companies across 10 industries using four core CX pillars: Digital, Service, Brand and Employee. The findings reveal a country that has built a strong digital and operational foundation, and is now entering its next chapter: emotionally intelligent, trust-driven customer experiences.

Industry maturity snapshot

• Telecom and Logistics lead due to strong digital integration and reliable operations.
• Healthcare and Retail lag, facing fragmented journeys and empathy gaps affecting trust.

Pillar performance overview

• Digital Experience: 3.21
  Strong digital integration and frictionless accessibility.

• Service Experience: 3.10
  Reliability is present, but responsiveness and empathy vary by industry.
• Brand Experience: 3.18
  Brands are visible but emotional consistency across touchpoints is still evolving.
• Employee Experience: 3.19
  A powerful but under-leveraged driver of advocacy and trust.

What Best-in-Class brands do differently

Leaders scoring 4.40–4.80 excel through:

• Proactive, transparent communication
• Humanized automation
• Strong accountability
• Consistent experience delivery across digital and physical channels

India’s CX ecosystem has built strong digital and operational foundations. Closing the gap with best-in-class leaders, who show that exceptional CX is intentional and engineered, will require deeper emotional intelligence, unified CX ownership, and empowered frontline teams.

Journey to exceptional CX

A blueprint for leaders designing experiences that build loyalty and community:

1. Integrate purpose into every experience.
2. Be omnipresent while staying human.
3. Blur the line between online and offline journeys.
4. Personalize attention, not data.
5. Expand self-service to 40–70 percent containment.
6. Scale AI for empathy-driven operations.
7. Empower your people to deliver the brand promise.
8. Earn customer trust at every moment.

⭐ Top 10 CX Stars 2025

• Indian Hotels Company Limited
• Bharti Airtel
• Axis Bank
• ICICI Bank
• Reliance Jio Infocomm
• The Leela Group
• HDFC Bank
• Myntra
• The Oberoi Group
• Bangalore International Airport

Download the full report

Read more about the event in ET BrandEquity

Stay ahead of the curve — unlock deep insights, benchmark your CX maturity, and see how India’s top companies are designing experiences that truly resonate.