Dentsu India and PhonePe Ads are set to release The Bharatiya Consumer, a coffee table book exploring the evolving trends in Indian consumer behavior, on November 29, 2024, in Mumbai. The book examines how demographics, geography, and technology shape the country’s marketplace, focusing on generational and gender-specific preferences that influence industries like food, fashion, and technology.
By addressing key questions—such as the role of Gen Z and Gen Y in driving trends, generational spending habits, gender-based shopping differences, geographical influences, and the impact of premium smartphones on consumption—the book offers a localized analysis of India’s diverse consumer landscape. Leaders like Harsha Razdan, CEO of dentsu South Asia, and Sonika Chandra, Chief Business Officer at PhonePe, emphasized the importance of this resource in decoding the aspirations and behaviors of India’s multiple generational cohorts, backed by robust data and insights. They described it as a strategic guide for businesses to navigate India’s rapidly changing consumer ecosystem while aligning with the country’s unique cultural context.
Designed as both a visually engaging coffee table book and a deeply researched report, it aims to empower brands with actionable strategies to succeed in India’s dynamic marketplace.