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Dentsu India, in collaboration with PhonePe Ads, has unveiled The Bharatiya Consumer, an exclusive coffee table book that explores the evolving shopping behaviours of India's diverse consumer base. Set for release today in Mumbai, the book provides a deep dive into the influences shaping the Indian marketplace, with a focus on Gen X, Gen Y, and Gen Z.
The book delves into the intricacies of consumer trends in India, highlighting how demographic, geographic, and technological factors are driving transformation across generations. It tackles key themes such as how Gen Z and Gen Y are reshaping markets like food, fashion, and technology, and the varying spending habits and preferences across these generational cohorts.
Some of the critical insights addressed include:
- Youthful Influence: How the demands of Gen Z and Gen Y are shaping trend-driven markets in food, fashion, and technology.
- Generational Spending Habits: The differences in spending patterns across generations and which categories each demographic is spending on.
- Gender-Based Preferences: The shopping differences between men and women within each generation, from transaction frequency to spending values.
- Geographical Impact: How spending patterns shift across town classes and generations.
- Tech and Spending: The influence of premium smartphones on consumer spending across product categories.
Unlike previous studies that applied global generational definitions to India, The Bharatiya Consumer takes a unique approach, contextualising these generational trends within India’s diverse cultural, geographical, and economic landscape. It uncovers the complexities and untapped potential of the Indian market, offering invaluable insights into the aspirations and shifting trends of the nation’s consumers.
Speaking about the book, Harsha Razdan, CEO of dentsu South Asia, stated, “India is undergoing a period of extraordinary growth, and understanding the nuances of its consumer landscape is key for businesses to thrive. This book provides a strategic blueprint for brands navigating this transformation.”
Narayan Devanathan, President and Chief Strategy Officer at dentsu, added, “Through rich data and insights from PhonePe, we’ve created a report that reads like a coffee table book but packs the punch of a deeply researched analysis. It’s a call to action for brands to unlock opportunities in India’s multi-generational market.”
Sonika Chandra, Chief Business Officer at PhonePe, reflected, “The book highlights the transformative shifts we’ve witnessed in consumer behaviour. It offers insights into how demographics engage with India’s growing digital economy.”
Shivani Srivastava, Head of Ads at PhonePe, added, “The Bharatiya Consumer provides valuable insights into how Gen Z, Gen Y, and Gen X are shaping India’s dynamic marketplace. This collaboration with dentsu will equip brands with the tools to connect with India’s diverse consumer base.”
The Bharatiya Consumer is a must-read for businesses eager to understand the trends and consumer behaviours shaping the future of commerce in India.
