Dentsu & PhonePe Launch “The Bharatiya Consumer” on India’s Evolving Shopper Trends

Dentsu India, in partnership with PhonePe Ads, has launched The Bharatiya Consumer, a coffee table book that delves into the evolving shopping behaviors of Indian consumers across multiple generations. Set to be released on November 29, 2024 in Mumbai, the book provides a comprehensive look at the impact of demographics, geography, and technology on India’s consumer marketplace. It specifically focuses on the generational and gender-based preferencesthat are shaping key trends in various industries.

The book uncovers a range of critical insights, addressing key questions such as:

• India’s Youthful Influence: How are Gen Z and Gen Y driving rapid changes in sectors like food, fashion, and technology?
• Generational Spending Habits: How do spending habits differ across generations, and what product categories do they favor?
• Gender-Based Preferences: How do men and women shop differently within each generation, in terms of spending patterns and transaction frequency?
• Impact of Geography: How do spending patterns vary across different town classes, and how does each generation’s shopping behavior differ regionally?
• Technology and Spending: How does the preference for premium smartphones influence spending patternsacross different product categories?

Unlike many consumer studies that apply global generational definitions, The Bharatiya Consumer focuses specifically on India’s unique context, examining the aspirations, trends, and cultural shifts that are transforming the consumer landscape. The book offers valuable insights for businesses looking to navigate and succeed in the ever-evolving Indian market.

Insights from Industry Leaders

Harsha Razdan, CEO of South Asia at Dentsu, spoke about the book’s significance: “India is in an extraordinary phase of growth, where innovation and ambition are rewriting the rules across cities, towns, and villages. In partnership with PhonePe Ads, this book serves as a strategic blueprint for brands to understand and engage with India’s diverse and rapidly evolving consumer landscape. It highlights the cultural, technological, and geographical shifts that are transforming the market. The future of Bharat is the future of opportunity.”

Narayan Devanathan, President and Chief Strategy Officer of Dentsu South Asia, noted the rich insights from the data and analytics powering the book: “Through detailed consumer behavior data provided by PhonePe and the analytical expertise of Dentsu’s Know-How team, The Bharatiya Consumer explores India’s generational cohorts. This multi-generation report, while styled as a coffee table book, offers actionable insights for brands to capitalize on the diverse consumer trends emerging across the country.”

Sonika Chandra, Chief Business Officer at PhonePe, emphasized the importance of understanding India’s rapidly changing consumer behaviors: “The book reflects our commitment to understanding the shifts in consumer behavior at a generational level. It provides valuable insights into how different demographics engage with the digital economy, from payment preferences to shopping and spending habits. This collaboration with Dentsu is a significant step in decoding the evolving aspirations of Bharat.”

Shivani Srivastava, Head of Ads at PhonePe, highlighted the role of targeted advertising in reaching diverse audiences: “At PhonePe Ads, we specialize in delivering data-driven advertising solutions, with over 100 audience cohorts to help brands connect with high-intent consumers. The Bharatiya Consumer book provides deep insights into how Gen Z, Gen Y, and Gen X are shaping India’s dynamic marketplace. By leveraging our data-driven advertising expertise, businesses can align their campaigns with the aspirations of India’s diverse consumers.”

Key Insights

The book presents a wealth of data and actionable strategies for brands aiming to succeed in India’s complex and ever-changing consumer landscape. It provides a nuanced understanding of how generational preferences, gender dynamics, and regional differences are influencing spending behavior. The growing digital economy, marked by a surge in mobile payments and e-commerce, further shapes consumer habits, making this book a must-read for marketers and business leaders seeking to stay ahead of the curve.