India’s next big consumer force is here to stay: Why cracking the Gen Z code will shape the next decade
- IBEF
- January 1, 2026
Gen Z is emerging as one of the most influential consumer cohorts that will shape the next decade of consumption in India. This digitally native generation, born between the late 1990s and early 2010s, is about to become a strong force in the consumer market, asking for authenticity and sustainability from brands, thus demanding personalized experiences. With rapid urbanization, increasing disposable incomes, and deep penetration of digital platforms, Gen Z's preferences are going to increasingly determine how products are marketed and consumed across FMCG, fashion, technology, and entertainment. Their consumer behavior is different-it has to be all about value, quality, digital engagement, and socially conscious brands. This forces companies to rethink traditional strategies and innovate if they want to stay relevant. Companies like Nestlé are changing their product offerings, ways of communication, and brand positioning to appeal to the expectations that this generation maintains, fully aware that cracking the Gen Z code will lie at the heart of growth in the years to come.
Beyond simple purchase decisions, the impact of Gen Z goes on to brand advocacy and even cultural influence, with the ability to shape trends through social media, influencer affiliations, and digital communities. Their strong engagement on digital platforms and willingness to experiment with new products and experiences are shifting the competitive landscape, pushing firms to adopt data-driven insights, agile marketing, and sustainable practices. As India's demographic dividend leans towards a younger population base, understanding and catering to the nuanced preferences of Gen Z will be critical for companies vying for market share. Successfully aligning products and narratives with the ethos of Gen Z unlocks not just immediate business potential but long-term consumer loyalty and industry leadership.
Disclaimer: This information has been collected through secondary research and IBEF is not responsible for any errors in the same.
Partners
