The Young Indian Consumer (Fireside Ventures)
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Fireside VenturesSummary
- 99% of young Indian consumers (YICs) in Tier III cities use Netflix, the most expensive OTT subscription in India.p.2
- 2 out of 3 YICs are willing to pay more for sustainable brands.p.4
- Amazon and Flipkart get over 460 million visitors every month, yet every second YIC buys soap, shampoo and makeup from D2C sites.p.5
- YICs spend more than 2.5 hours on social media every day, and all YICs pick YouTube for content.p.6
- Less than 40% of Gen Zs have bank accounts.p.8
- Almost 200 million Indians shop online today.p.10
- 9 out of 10 women YICs read the back of packs, while 8 out of 10 men YICs say they do not care.p.11
Key insights
- Every second YIC in metros and Tier I cities uses Takatak, Josh, or Moj.p.3
- Gen Zs are the most online savvy age group but prefer cash on delivery for all payments.p.9
- Q-commerce is winning over YICs in metros through discounts and convenience.p.7
- YICs in Tier III cities shop as frequently and for the same kind of products as YICs in metros.p.10
- Every fourth Gen Z buys clothes every month.p.8
- Across categories, YICs place price and quality above being good for the environment.p.4
Published by Fireside Ventures (funder profile)
Topics and entities
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