Brands raise Instagram spend for Gen Z; Blue Tokai Janpath sales rise 20%
Indian food, fashion and hospitality brands are increasing Gen Z-focused Instagram advertising and engagement. Spending is reportedly at least 25% higher than last month, while Blue Tokai says sales at its Janpath outlet in Delhi rose 20% week on week.
Indian food, fashion and hospitality brands are increasing Gen Z-focused Instagram engagement and advertising. Provogue launched a Fardeen Khan campaign, KFC reached 1 million followers, and Blue Tokai reported a 20% week-on-week sales increase at its Janpath outlet.
Why this matters
The Janpath gain follows reports that Blue Tokai is courting TPG, Temasek and ChrysCapital for a potential $100M raise, as specialty coffee chains attract funding amid growth in India’s out-of-home coffee market toward $3.5–4B by 2030.
Retail-brand signals are accelerating, up 92,150% QoQ.