LatestView all →
BNPL Promises Easy Payments. Does Gen Z Understand the Credit Behind Them?
AI Is Coming for India’s Call-Centre Jobs. What Happens to Gen Z’s First Paycheque?
Zostel and Gen Z: Making Solo Travel More Accessible, One Bed at a Time
Sprite, Tinder, OPPO: Why Brand Collaborations Are the New Way to Win Gen Z
Zudio and Gen Z: How Affordable Fashion Became a Form of Self-Expression
Is India’s Gen Z Hooked on Microseries? How Short Dramas Are Changing the Way Young Indians Watch Entertainment
Is India’s Gen Z Redefining Family? When Respect, Independence and Duty Collide
Archies Wants Gen Z. But Can Nostalgia Sell to a Generation That Never Grew Up With It?
BrandsView all →
Instagram Isn’t Just Social Media for Young Indian Women. It Is the Front Door to Culture.
She Wants an iPhone in Her Hand. But Samsung Wins the House.
Fitness Is No Longer Just About Getting Fit. Young Indian Women Are Making Wellness Part of Who They Are.
Young Indian Women Aren’t Looking for One Learning App. They’re Building a Career Stack
Research ReportsView all →
The Gen Z Pilgrimage: 10 Spiritual Destinations Young Indians Are Choosing to Visit
10 Indian Cities Gen Z Can’t Stop Posting About on Instagram
Why Indian Students Feel Guilty About Sleeping: The Productivity Culture Behind the Sleep Crisis
Hostel vs Home: Why Where Indian Students Sleep Changes How They Sleep
Third Year Is India’s Student Stress Peak — And That’s Also When Students Want Help Most
The 2 AM Problem: What India’s College Students’ Bedtimes Reveal About Sleep Debt
India’s Students Are Not Losing Sleep Because of Their Phones. They’re Losing It to Their Thoughts.
What Are Gen Z’s Plans for Diwali This Year?
For Young Indian Women, Travel Is No Longer a Big Plan. It Is Becoming a Tap Away.
For Young Indian Women, the Best Ride Isn’t Always the Most Comfortable One. It’s the One That Gets Them There.
We Thought Young Indian Women Would Choose a Digital-First Bank. We Were Wrong.
A Decade of UPI Has Changed How Young Indian Women Think About Money
GenZView all →
Why Brands Are Fighting to Hold Gen Z’s Attention—and Why It’s Getting Harder
Growing Up in India in 2026: The 10 Biggest Challenges Facing Gen Z
Tired of Swiping? How India’s Gen Z Is Rethinking Dating, Connection and Inclusion
Does Gen Z Understand Mutual Funds? Knowing What a SIP Is May Not Be Enough
Guest PostsView all →
