New Delhi, May 26 -- You might think that India's younger generation is rewriting its own rules in a time of stock market apps, cryptocurrency and FIRE goals. But, if you look closely, you'll realise that the old cultural norms continue to underscore their investment and spending choices.

Expectations of deep-rooted customs, such as investing in gold and spending on weddings, financial dependence on parents at the time of buying large assets, still shape the financial behaviours of millennials and Gen Z despite India's economy being rapidly modernised.

The pressure to conform to social expectations has not disappeared, it has changed. It is now only dressed up with expensive wedding costs, diamond-inlayed "gifts" and gorgeous lehengas....