Startup-driven markets in India have expanded significantly due to technological advancement, digital penetration, and changing consumer expectations (Khan & Verma, 2021). Although startups have emerged as strong competitors in various sectors, consumer acceptance of startup products and services remains uneven (Osei, 2020). This study investigates the behavioural determinants affecting consumer adoption of startup offerings using a mixed-method research design. Quantitative data were collected from 320 respondents through a structured questionnaire, while qualitative insights were gathered from five semi-structured interviews. The findings indicate that perceived innovation, trust, pricing strategy, and online reviews are the most influential factors shaping consumer purchase intention (Chatterjee, 2020; Singh & Kumar, 2022). Younger consumers display a higher inclination toward adopting startup products compared to older consumers. The study makes a meaningful contribution by proposing an integrated behavioural model that explains how consumers perceive and adopt products and services offered by startups.