Dentsu India, in collaboration with PhonePe Ads, has launched The Bharatiya Consumer: A Generational Study, a groundbreaking coffee table book that delves into the evolving shopping behaviors of Indian consumers. Released on November 29, 2024, in Mumbai, the book explores how generational, geographic, and technological factors influence India’s consumer market.

Key Themes and Insights
Generational Dynamics:

India’s Gen Z and Gen Y are driving a trend-oriented consumer environment, particularly in food, fashion, and technology.
Spending habits across generations reveal preferences for specific product categories, offering insights into how Gen X, Gen Y, and Gen Z allocate their resources.
Gender-Based Preferences:

Men and women show distinct shopping patterns, differing in frequency, spending values, and preferred product categories.
Geographic Impact:

Consumer spending patterns vary significantly across tier-1, tier-2, and tier-3 cities, influenced by regional culture and demographics.
Technology’s Role:

Premium smartphone adoption has transformed how consumers transact and engage across digital platforms.
Unique Indian Context:

Unlike global generational studies, the book focuses on India-specific trends, showcasing how cultural nuances shape aspirations and consumption habits.
Collaborators’ Perspectives
Harsha Razdan, CEO, South Asia, Dentsu:
Razdan emphasized that India is entering an unprecedented growth phase, with brands needing to understand the cultural, technological, and geographic factors driving transformation. The book serves as a strategic blueprint for businesses navigating this diverse and dynamic landscape.

Narayan Devanathan, Chief Strategy Officer, Dentsu:
Devanathan highlighted the importance of understanding generational diversity within India. The book, combining data-driven insights from PhonePe with Dentsu’s expertise, serves as a deeply researched yet accessible guide for brands to unlock opportunities across generations.

Sonika Chandra, Chief Business Officer, PhonePe:
Chandra stressed the importance of understanding the digital economy’s role in evolving consumer behavior, especially in payment methods and shopping trends. The book is an invaluable resource for brands to decode generational aspirations in a thriving digital marketplace.

Shivani Srivastava, Head of Ads, PhonePe:
Srivastava underlined PhonePe Ads’ expertise in delivering targeted advertising solutions. The insights from the book enable brands to align with the aspirations and behaviors of India’s diverse audiences, ensuring superior ROI through precise campaigns.

Author: Sania Khan