📈 The new gen: India has the most Gen Zs in the world at 116 million. Some of their characteristics include:

• Being independent and self reliant (aka a focus on personal appearance)

• Crave authenticity and personality from brands

• Love mobile and want a mobile friendly experience

🛒 Companies are taking notice: Some companies are taking advantage of this and adjusting. D2C is more popular because of they are both authentic and personalized. Other examples of other companies include:

• Myntra (a fashion brand that focuses on trends first before creating designs)

• SPOYL (crawls through fashion social media pages to inspire new designs and products)

🚚 Other behaviors: People who live in big cities also like having many choices and convenience, while people in small towns prefer lower prices and good deals.