INSIGHTS LIBRARY

Given that boomers, Gen X are the global terms, most of the literature on generational shifts is western. We tried to piece together a view across generations – via our work across cohorts – for the Indian consumers. There have been dramatic shifts socio-culturally, in our economy and infra in these last decades. Many boomers have successfully adapted to the new world with their kids; sampling consumerism, living it up via travel, Insta and enjoying new experiences.  Gen X is

The summer of 2024 was exceptionally hot, with most of India reeling under an intense heatwave. There has been a different kind of pressure building up for the soft drink giants famous for the Cola Wars. A third formidable competitor is rising to make India love its own ‘Apna thanda’!   There was a lot of debate and noise on news of Reliance’s foray into the soft drink category. How has Campa Cola performed in its first two summers? Should Pepsi Cola and Coca Cola be worrie