February 01, 2026

-

Premium

Swipe, Select, but Spend Smart

BY ALL INDICATIONS Gen Z is a disruptive audience for whom each experience must be unique and devoid of any inhibitions; they push the marketer to the limits of innovation. That's one of the central findings of the BT-PRICE Gen Z Consumption Behaviour Survey, too. Given their size in terms of actual numbers and the ability to spend, most companies have a robust Gen Z strategyThis is not the first time consumer research has thrown up an insight that leads to the birth of an idea. Fevicol Shoeflix is a case in point. A close look at NCCS A homes--a housing classification used by the National Consumer Classification System (NCCS), which is widely used in India for market research, media planning, and audience segmentation--revealed that the average Gen Z consumer had 10-12 pairs of sneakers. Given the high disposable incomes, that was not a surprise. In fact, the sneakers worn were determined by the occasion. "It could be for badminton, cricket, party or just hanging out with friends," says Sandeep Tanwani, CMO, Pidilite Industries, the entity that owns Fevicol, Dr Fixit, M-Seal, Araldite and Roff brands, among others"There is a flaunting value in sneakers, which have a high emotional value as well," he says. This led to the launch of Fevicol ShoeFix, an adhesive specially designed for DIY shoe repair. Obviously, a new approach is needed for a new generationTo him, the Gen Z audience comes with a lot of spending power. "They define cultural trends, and a big difference compared to other cohorts is how they want to spend for an experience," says Tanwani, who confesses to having seen some Gen Z folks owning 50 pairs of sneakersCRACKING THE CONSUMER The Gen Z cohort exists across the world, but India, as always, is writing its own story. The heterogeneity of our population, a high proportion of youth and technology bridging every conceivable divide across regions make the opportunity quite irresistible"It is important to understand that within Gen Z, there are multiple cohorts just with respect to age," says Anand Kumar Jaiswal, Professor of Marketing at the Indian Institute of Management (IIM) AhmedabadA lot of time has gone into analysing how Gen Z is different, and he identifies a combination of "information capital and digital skill" to describe them. "The power of economic capital in the past lay with the parents. Now, information moving away is a marked change." For instance, it is obviously a digital-native cohort. "They have never seen an offline world, and with information, they influence purchase decisions in both traditional and high-value product categories. It includes fashion, personal products, food and automobiles," says JaiswalOne must look to artificial intelligence (AI) to grasp that point. To him, it is not used just as an information tool, but to make comparisons, sift through multiple sources of information, and come up with detailed information that is incisive and stands out. "Look at a category like cosmetics, where the conversation is now around chemicals and ingredient sources. That is understood well by parents, making them also well-informed," he addsThe large companies are acutely aware of that. At the second quarter earnings call for FY26, Hindustan Unilever's (HUL's) CEO & MD, Priya Nair, spent time outlining how her company, the big boy of the fast-moving consumer goods industry, will

The Gadget Generation

THEY ARE called Gen Z, but in India's fastevolving consumer economy, a more accurate label may perhaps be the gadget generation. This is a cohort that splurges willingly on travel, concerts and experiences, yet an equally significant share of its discretionary spending is channelled to technology. And no, it isn't just smartphonesFrom gaming consoles and audio wearables to healthtech devices, personalised accessories and smart home products, Gen Z's relationship with gadgets is expansive and deeply personal. Technology, for them, is not just functional, it is immersive, expressive and constantly connected. What matters just as much is whether a product aligns with their values: sustainability, authenticity, brand purpose and, crucially, social validation. For a generation raised on Instagram reels, YouTube reviews and creatorled discovery, a gadget is as much a lifestyle signal as it is a utilityThe numbers show why brands are scrambling for relevance. According to reports, of India's $45­50 billion consumer tech devices market, almost half or nearly $20­25 billion is driven by Gen Z, or Zoomers. At an estimated 377 million people today, Zoomers already are the largest generation India has seen. Born into an internet-connected economy where digital consumption was inevitable, technology is the backbone of their livesSmartphones continue to anchor this ecosystem. According to the BT­PRICE Gen Z Consumption Behaviour Survey, smartphones are at the centre of their digital life, and device choice clearly reflects income, education and aspira- tion levels. The iPhone dominates smartphone usage in this cohort at 31%, with penetration rising sharply among metro users, post-graduates and those with higher incomes. Usage jumps from 10% in those who earn less than `2 lakh to nearly 80% among those earning over `15 lakhAt 23%, Samsung remains the strongest mass-market rival across income groups, while Chinese brands like Vivo, Xiaomi and Oppo resonate with lower-income and Tier II consumers. Despite premium momentum, the `25,000­ 50,000 mid-premium band remains the most popularHowever, spending is also increasingly spilling over into adjacent categories. Wearables, audio devices, wellness gadgets, gaming hardware and smart appliances are finding greater acceptance among young buyers who view technology as an extension of their lifestyle