Brands chase Gen Zs who shape spending

Brands in India are targeting the country’s 377 million Gen Zs, who currently drive $860 billion in consumer spending. By 2030, it’s projected that 36% will join the workforce, increasing their direct spends to $730 billion. Companies like BoAt, Amazon, and Flipkart are adapting their strategies to meet Gen Z’s preferences for personalization and affordability.