The document discusses India's youth consumer behavior. It notes that over half of India's population of over 1 billion people is under 30 years old, representing tremendous potential. Through ethnographic studies including observations and interviews, some characteristics of India's youth consumers were uncovered. They seek quick results, are influenced by vernacular celebrities and peers, and enjoy flaunting flashy items as a way to demonstrate social status. Their spending power, preferences, influencers, and openness to new brands were also examined through online surveys and focused group interviews with people from diverse economic and social backgrounds. The findings suggest that India's future will be shaped by this rising generation of young consumers.

1. Youth Consumer
behavior

2. But India's future won't simply be determined by
powerful CEOs and political leaders - just as I know that
the ties among our people aren't limited to contacts
between our corporations and our governments. And
that's why I wanted to speak to all of you today,
because India's future will be
determined by you and by
young people like you across
this country
You are the future leaders. You are the future nnovators
and the future educators. You're the future
entrepreneurs and the future elected officials.In this
more than
country of more than a billion people,
half of all Indians are under 30
years old That's an extraordinary statistic and it's
one that speaks to a great sense of possibility - because
in a democracy like India's - or America's - every single
child holds within them the promise of greatness. And
every child should have the
opportunity to achieve that
greatness

4. i
NDEPENDENT

5. i
DENTITY

6. i
EXPER ENCE

7. i
CONSC OUS

8. i
ADD CTED

9. i
D FFERENCIATE

10. i
SOC AL
CAUSE

11. iNTEGRATE

12. i
COMPET TIVE

14. #2

15. #3

16. #4

17. #5

18. * Premium Quality * Stylish * Affordable
* Value for Money
* Premium Quality * Stylish
* Value for Money
* Premium Quality * Stylish
*Innovative * Technology Leader
*Accessible * Stylish * Affordable
* Value for Money
•Premium Quality * Stylish * Innovative
•* Exclusive

20. Internet Online 6
Word Of Mouth 7
Radio 10
Percentage
Newspaper 68
TV 94
0 20 40 60 80 100

22. @surajkala : Atleast we wont be bombarded
with AD-vani sucking ads for next 5 yrs
@santoshp: your Adwords campaign tortured
us on every website..

24. Kiruba Shankar, Social Media Researcher says
“One of the stellar examples of a brand which
leveraged internet medium to build the brand”

26. Ethnographic
Study

27. Ethnographic
Study
•Observed – their activities, Listened to their stories, shared
lunch and Became close friends 
•Shadowed 3different people at different levels
•Associate (Entry level employee, intermediate pass, rural
AP background) (Name: Selvaraj)
• Associate Sales Manager (graduate, from a tier-3city city)
(Name: Mohamad)
• Customer Representative (Name: Hanumantappa)

28. • Looks for “quick” results
• Vernacular celebrities rock!
• Highly influenced by “peers” as
there is less exposure
• Ready to adapt themselves to
make more money
• Loves “flaunting” “flashy” stuff

29. Online Survey
•Questions uncovered different aspects such as
• Spending power, Preferences, Aspirations
• Influencers, Role Model
• Media influence
• Brand Influence

31. Focused Group
Interviews
•Number of respondents – 12
•Right form Halappa(works in a remote village
near Chikmagalur) to our friends in tier-2, tier-3
cities
•Informally chatted
•HEARD rather than TALKED - heard to stories, heard
to instant responses
•Targeted diverse segment - Different income
groups, different professions

32. Observations

33. iGen junta
XGen junta

34. Mobile Bill / Month
Who influences your buying decision?

36. of brands in iGen
Junta...

37. iGen junta
XGen junta

39. of brands in XGen
Junta...

49. Watch out
The Youth is taking over