Mumbai: In a groundbreaking partnership, Dentsu India and PhonePe Ads are set to launch The Bharatiya Consumer, an exclusive coffee table book that delves deep into the evolving shopping behaviors and priorities of India’s multi-generational consumer landscape. The book will be released on November 29, 2024, in Mumbai, offering a fresh perspective on how demographic, geographic, and technological influences shape the Indian market across Gen X, Gen Y, and Gen Z.
The book uncovers critical insights into India’s dynamic consumer behavior, addressing key questions such as:
India’s Youthful Influence: How are Gen Z and Gen Y driving trends in food, fashion, and technology?
Generational Spending Habits: How do different generations’ spending habits vary across product categories?
Gender-Based Preferences: How do shopping habits differ between men and women in each generation?
Impact of Geography: How do spending patterns shift across different town classes by generation?
Technology and Spending: How do premium smartphone preferences influence consumer spending?
Unlike many previous studies that merely transplant global definitions of generational cohorts onto India, The Bharatiya Consumer offers an in-depth exploration of the complexities and nuances of India’s market. It highlights the unique generational, regional, and cultural factors that influence consumption patterns, from urban and rural divides to men and women’s differing preferences.
Harsha Razdan, CEO, South Asia, dentsu, shared, “India is entering an extraordinary phase of growth, where innovation and ambition are rewriting the rules of engagement across every city, town, and village. In collaboration with PhonePe Ads, this book is a strategic blueprint for brands navigating the complexities of a diverse and rapidly evolving consumer landscape. It highlights the interplay of cultural, technological, and geographical shifts driving transformation. As we decode these trends, we invite you to be part of shaping a future that’s not only bold and dynamic but also grounded in purpose. This is the time to invest in understanding Bharat, because the future of India is the future of opportunity.”
Narayan Devanathan, President and Chief Strategy Officer, South Asia, dentsu, added, “Who speaks of Gen X when Gen Alpha is already here? Gen Y, isn’t that the forgotten generation? Gen Why actually.’ At first glance, these might be some thoughts evoked by the reader of this fantastic multi-generation report on Consumer India. But the idea of India being made of multiple Indias is perhaps truer than ever in its generational cohorts. Through hard data – thanks to the immensely rich behavioural and consumption data that PhonePe generates – combined with the analytical and insight-mining expertise of Dentsu’s Know-How team, we’ve created The Bhartiya Consumer. It looks and reads like a coffee table book and packs the punch of the deeply researched report that it actually is. And it’s a provocation to unlock a slew of opportunities for brands and businesses to serve these multiple generations more completely.”
Sonika Chandra, Chief Business Officer – Consumer Payments, PhonePe, commented, “At PhonePe, we’ve had the privilege of being a part of India’s digital payment revolution, witnessing first-hand the transformative shifts in consumer behavior. The Bharatiya Consumer: A Generational Study is a reflection of our commitment to understanding these shifts at a generational level. This book is an invaluable resource, offering rich insights into how different demographics engage with the digital economy, from preferences in payment methods to their shopping and spending patterns. These insights are not just data points; they are stories of how Bharat is evolving and thriving in the digital age. This launch, in collaboration with dentsu India, marks an exciting step forward in decoding the aspirations and trends shaping the future of commerce in our country.”
Shivani Srivastava, Head of Ads, PhonePe, added, , “At PhonePe Ads, we pride ourselves on being a guiding light in the ever-evolving world of advertising. We’ve had the privilege of working with 1,000+ of India’s top brands while also partnering closely with leading marketers and agency professionals to drive innovation and growth. Our expertise lies in delivering targeted, data-driven advertising solutions, powered by 100+ audience cohorts, ensuring brands can connect deeply with high-intent, high-value audiences and achieve superior ROI. The Bharatiya Consumer: A Generational Study is an extension of this commitment, offering actionable insights into how Gen Z, Gen Y, and Gen X are shaping India’s dynamic marketplace. Through this collaboration with dentsu India, we aim to empower businesses with the tools and strategies needed to navigate the complex consumer landscape. By leveraging PhonePe Ads’ proven ability to deliver precise, impactful campaigns, brands can confidently align with the aspirations and behaviors of India’s diverse consumer base and achieve unparalleled results.”
The Bharatiya Consumer offers valuable insights for businesses looking to connect, compete, and grow in India’s diverse and rapidly changing marketplace.
