We have spoken about the Silver Generation.
We have decoded Gen Z.
In this episode of The Collaborative Canvas Podcast, we turn our lens to the most influential and misunderstood consumer group in India - THE INDIAN MIDDLE CLASS
I am joined by Soumya Mohanty, Managing Director and Chief Client Officer at Kantar, to unpack insights from Kantar's latest whitepaper "Marketing to the Middle Class" . What emerges is a powerful truth: India's middle class is no longer defined by income, it's a Mindset in churn.
In this conversation, we explored -
• Why value today means more than just affordability
• How Gen Z is driving premium aspirations within the middle class
• The rise of women as unapologetic economic agents
• Changing ideas of masculinity and identity
• The emergence of spiritual consumerism
• Why the “family TV moment” is fading and what replaces it
If you are a #marketer, #founder, #brand #leader, or simply curious about how India is changing, this #episode will challenge many assumptions you have grown up with.
Subscribe to The Collaborative Canvas for conversations that help you understand people before numbers and mindsets before markets.
