New Delhi, Aug. 5 -- As millennials (born between 1981 and 1996) enter mid-life and Gen X (born between 1965 and 1980) grow old-er, the first wave of Gen Z, those born between 1997 and 2012, has entered adulthood. And this cohort that has joined the workforce and started earning a paycheck for the first time is deciding where and how they want to spend their money. Little wonder then that everybody - from curious parents to profit-seeking business leaders - is curious about what Gen Z is up to, what they like and what appeals to their interests.

Given that the nation's median age in 2025 is 28.8 years, Gen Z makes up a significant proportion of India's population and is slated to become the biggest consumer group for everything from reta...