Cover Story

BT-PRICE Survey: How the Gen Z consumer is coming of age
The new generation of youth coming into the workforce, with their own aspirations and belief systems, brings new opportunities and challenges. Is India Inc ready to navigate this frontier? The BT-PRICE survey sheds light.

2026-02-01

For India Inc, the broader learning for winning over Gen Z is simple: do not just sell them a moment, earn their trust.

BT-PRICE Survey: How the Gen Z consumer is coming of age