“At one time, information on back-of-packs had become dead spots. But go to a young consumer, they are all reading back-of-packs… sugar and sodium levels,” Tiwary says.
Read more: This generation is seeking authenticity in all things great & small
“My son tells me he does this for all brands he buys and that’s the bigger reality. Gen Z consumers want products that are good for them. They want their needs to be met but what comes first is quality, and that’s going to be core to Nestle.”
Read more: Work smart, not hard! How Gen Z is rewriting workplace rulebook
From food to fast fashion, makeup with ‘no-make-up’ looks to smartphones, low-alcohol drinks to eco-friendly packaging, this younger demographic of 14-29-year-olds is transforming India’s consumer landscape.
“Our generation cares about standing out. We’re not just buying products, we’re buying authenticity,” says Snigdha Arora, 23, an art director at Delhi-based boutique design firm Animal. Executives believe that in 2026 the Gen Z consumer will become central to boardroom strategies.
“Almost every brand is pivoting, because if they don’t level up to the Gen Z playbook, they risk being overlooked, ” says Anand Ramanathan, partner and consumer industry leader, Deloitte South Asia. “This consumer is here to stay, shape demand in the new year, and will be one of India’s strongest consumption drivers. Brands across categories, mass to luxury, are adapting to Gen Z, from ingredients to packaging to communication.”
A Deloitte-FICCI report notes that India’s Gen Z drove $250 billion of direct spending in 2025, contributing 43% of the country’s total consumption. While Amazon and Myntra have been relying heavily on Gen Z shoppers for fashion, make-up and jewellery, legacy companies are now adapting urgently.
