India’s ‘swipe-up’ generation set to swipe right on festive deals, driving sales this season

Brands in India are gearing up to tap into the spending power of Gen Z this festive season, with expectations for a significant boost in consumer spending. The "swipe-up" generation, born between 1996 and 2010, represents about 20% of the global Gen Z population and 27% of India’s. They are projected to spend an average of ₹23,000, contributing to a 47% increase in overall consumer spending during the festive period.