Gen Z is not just a target audience—they’re core to Spotify India’s existence: Amarjit Singh Batra at Goafest 2025
MUMBAI: On the opening day of Goafest 2025 there was a panel titled ‘Swipe Right for Relevance: Building Brands Gen Z Cares About’. It featured Amarjit Singh Batra, Managing Director, Spotify India, Geetika Mehta, Managing Director, Nivea India, and Vikram Mehra, Managing Director, Saregama India. Moderated by Anuradha Sen Gupta, Independent, Journalist, and Producer, the panel was powered by Whisper World in Association with Eenadu.
The session witnessed a conversation around building brand relevance for Gen Z—arguably the most scrutinised, segmented, and digitally native generation yet. The session brought together three industry leaders who shared real-world insights on what Gen Z values, how they interact with brands, and the challenges of winning their loyalty.
For Amarjit Singh Batra of Spotify India, Gen Z is not just a target audience—they’re core to the platform’s existence. “More than 50% of our audience is below 24–25 years old. Our creators are young, and so are the listeners. Gen Z is a key demographic for us. We also see high interest from them in our early career programmes—they want to work and grow with us,” said Batra.
On what makes Gen Z tick, Batra emphasised their appetite for authenticity and experiences. “They are an interactive generation that looks deeply into brands. Once convinced, they are incredibly loyal. They value authenticity and dislike sugar-coating. They’re open to new experiences and receptive to change. As employees, they have very different expectations—wellness and mental health are major priorities for them,” he said.
Mehta highlighted how this generation pushes brands to evolve, demanding both substance and sensitivity. “Gen Z is not distracted—they’re discerning. Their radar for inauthenticity is razor-sharp. For a brand like Nivea, staying relevant means constantly renovating ourselves to fit into their ever-changing world,” Mehta said. She further pointed to their evolving purchasing power and values-driven behavior. “They are informed, vocal, and willing to spend on brands that reflect their values. Sustainability, purpose, and credibility are no longer good-to-haves—they’re expected. Our biggest challenge is unlearning what we knew and learning to speak their language,” she explained.
Mehra reflected on how Gen Z’s digital-first upbringing is shifting content consumption and brand preferences. He said, “We grew up with limited screen time. For Gen Z, life is the screen. Almost 80% of our digital engagement now comes from them. Understanding them is critical for our survival.” Mehra made a compelling case for letting go of legacy thinking in favor of empowering younger voices. “This generation sees through gimmicks. Celebrity endorsements don’t cut it anymore—it’s the micro-influencer with shared values who wins their attention. To stay relevant, we’ve handed creative control to younger team members. They get it. Our job is to enable, not dictate,” he said.
On asking where Gen Z lives online, the panel was unanimous: social media and mobile-first platforms. “They are everywhere—but mostly on their phones. Our best insights come from social listening. What are they saying about us? What music are they sharing? What do they meme? That’s where the real feedback lies,” Batra noted. Mehta added that direct college outreach and real-life conversations have helped Nivea humanize its brand in Gen Z’s eyes. “We don’t just look at spreadsheets—we visit campuses, sit down with students, and talk. It’s raw, honest, and extremely valuable,” she said.
When it comes to risk-taking, all three panelists agreed that experimentation is non-negotiable.
