India's consumption economy has quietly entered a new generational phase. For the first time, its youngest generation—from schoolgoers to those just starting their careers—is also its biggest spending force.
India's 377 million Gen Zs, born between 1997 and 2012, already account for 43% of the country's consumption spending, worth about $860 billion, according to a joint report by Boston Consulting Group (BCG) and Snap Inc.
