Gen Z: India’s $860 Billion Game-Changer

In 2024, Gen Z is the most talked-about phenomenon, and for good reason. They are digital natives, trendsetters, and cultural shapers. Generation Z isn’t just another demographic—it’s a force reshaping the global and Indian consumer landscape. With a population of 377 million in India alone, Gen Z represents the largest generation in the country’s history and holds unprecedented influence over how brands market, innovate and connect.

Gen Z’s values, behaviours, and spending patterns demand more than recognition—they demand adaptation. Yet, many brands approach this dynamic generation reactively, missing opportunities to build meaningful relationships with a consumer base that thrives on authenticity and novelty.

The Gen Z Surge: Decoding Their Spending Power

At 377 million strong, India’s Gen Z is already reshaping the economy. One in four is part of the workforce, and within the next decade, every second Gen Z will be earning. This growing purchasing power is already fueling $860 billion in consumer spending across categories—everything from snacks to sedans.

By 2035, Gen Z’s spending power will swell to $2 trillion, contributing to every second rupee spent in the economy. For brands, the message is clear: Gen Z isn’t just the future—they are the present, and the stakes for engaging this audience have never been higher.

Under the Surface: Understanding Their Values and Beliefs

Gen Z is optimistic, resilient, and unapologetically authentic—a generation that values growth and embraces change.

• Resilience in Uncertainty Despite navigating economic and career uncertainties, two-thirds of Indian Gen Zers remain optimistic about the future. They exude confidence in their financial stability (59%), physical and mental health (75%), and the socio-cultural environment (62%).

• Authenticity Above All Nearly 75% of Gen Z believes that being authentic is non-negotiable, whether in their personal lives or in their expectations from brands.

• Embracing the New Over 70% of Gen Zers eagerly seek change and innovation. From trying new styles and technologies to embracing fresh experiences, this generation thrives on the novel and the next.

From Values to Carts: How Gen Z’s Beliefs Shape Their Shopping Habits

Gen Z’s consumer behaviours are a direct reflection of their values, making it essential for brands to align with their unique preferences:

1. Trends and Visuals Reign Supreme Gen Z’s love for the “new” makes trends 1.7x more influential than brands in driving their purchase decisions. They seek immersive, visually rich experiences that grab their attention and foster engagement. For marketers, this means prioritising creativity that speaks to Gen Z’s appetite for lens filters, avatars, and bold visuals.

1. Shopcializing: Where Friends and Creators Collide Shopping isn’t a solo activity for Gen Z—it’s a social experience. Whether snapping trial room selfies for group opinions or seeking inspiration from creators, this generation blends discovery and decision-making with their inner circles and trusted influencers.
2. Seamlessly Phygital Journeys While digital-first, Gen Z seamlessly integrates online and offline shopping, embodying a phygital approach—where physical and digital experiences merge to create a cohesive journey. They research extensively across channels, often starting online and purchasing in-store, or vice versa. For brands, this means ensuring consistent, connected touchpoints at every step.

Conclusion: Building for the Generation That Builds the Future

Gen Z’s influence is far-reaching, with their preferences shaping industries and redefining the economy. Brands must think beyond transactions to foster trust, loyalty, and long-term connections with this audience.

At StartInc, we understand that connecting with Gen Z requires more than insights—it requires action. By constantly analysing evolving consumer behaviours and delivering strategies rooted in authenticity, innovation, and purpose, we help brands not only adapt to but thrive in this new era of consumerism.

Gen Z isn’t just rewriting the rules of engagement—they’re creating a whole new playbook.

Published by

Shakera Reshamvala