Archive · 22 Jan 2026
Gen Z Consumer Trends in India
A big survey was done to understand how Gen Z in India spends money.
They found that Gen Z is not just about spending recklessly; most plan to spend more in the next year and save a lot.
They care more about product quality than price or what influencers say.
They like to try premium brands but don't stick to them all the time.
They use Instagram and YouTube a lot, but that doesn't always mean they buy things they see there.
Most don't borrow money for fun spending.
The survey shows that Gen Z is careful and thoughtful about their money.
Gen Z in India, comprising 420 million people, is a significant consumer group with unique spending habits.
84% of Gen Z respondents expect their spending to increase in the next 12 months, with over half aspiring to own homes and cars.
Product quality is the top purchase driver for Gen Z, with 43% prioritizing it over price (20%) and brand reputation (26%).
Gen Z consumers prefer occasional premium brand purchases but rarely commit exclusively to luxury brands.
Instagram is the most influential platform for Gen Z, but social media influence does not always translate to purchases.
- Who
- Gen Z consumers in India (15–29 age group)
- What
- A survey on consumption patterns and behaviors
- When
- Fieldwork conducted in early December 2025
- Where
- Four metros and eight Tier II cities in India
- Why
- To understand Gen Z consumption beyond cliches and assumptions
- Population
- 420 million (15–29 age group, 29% of India's population)
- Survey Respondents
- 4,311 across 4 metros and 8 Tier II cities
- Expected Spending Increase
- 84% of respondents
- Top Purchase Driver
- Product quality (43%)
- Influencer Recommendations
- 6%
- Premium Brand Usage
- Over 70% occasionally or regularly
- Most Influential Platform
- Instagram (44%)
- Credit Behavior
- Two-thirds rarely or never borrow for discretionary spending