The $2 Trillion Opportunity: How Gen Z is Shaping the New India

As the largest generation to date, Generation Z is reshaping the consumer landscape in ways that demand our attention. Already, Gen Zers are contributing to about 46% of consumer spending, amounting to a staggering $860 billion. In a decade’s time, every second rupee spent on consumer categories will come from a Gen Zer’s wallet!

Their influence on retail spending, combined with their unique values and behaviors, is rapidly transforming how brands must think, act, and engage. Yet, while many marketers acknowledge this shift, only 15% of the marketers we spoke to have taken concrete steps to act on this opportunity.

Recognizing the need for a deeper, fact-based understanding of this powerful cohort, BCG and Snap Inc. India partnered to develop a first-of-its-kind perspective on this segment. We uncover 7 unique values that set Gen Z apart from millennials and which also influence how Gen Zers purchase. We outline 5 shopping behaviors with real journeys which we discovered during the immersions conducted for this research. Findings here are backed by quantitative research covering not only Gen Z, but also their parents and millennials. This report moves beyond mere observations to present a comprehensive understanding of Gen Z.