Gen Z drives 35% of India's consumption, forcing FMCG giants to rewrite the playbook
Marico has deployed ₹800 crore acquiring three youth-focused D2C brands, while Nestle India and Orkla's MTR are overhauling R&D and labelling to court younger, health-conscious shoppers. Legacy FMCG portfolios are being restructured around a cohort that now sets the agenda.
Gen Z, driving 35% of India's consumption, is reshaping FMCG strategy. Marico spent ₹800 crore acquiring three youth-focused D2C brands; Nestle India and Orkla's MTR are revamping R&D and labelling to align portfolios with younger, health-conscious shoppers.