Marketers have identified a generational shift and far higher impulse-driven consumption than ever before as young Indians increasingly choose to disregard traditional religious practices connected to Shradh, Shravan or Navratri such as not buying high-ticket items, abstaining from consuming liquor and non-vegetarian food.
Young Indians are increasingly disregarding traditional religious practices during festive seasons and instead opting for impulse-driven consumption. This shift has been noticed by marketers, with brands like Amazon and Flipkart launching their biggest discounting sales during inauspicious periods. Sales across various categories have reported growth of 20-30% compared to last year s sales.
Simultaneously, the chain has decided to put brakes on expansion under a plethora of brands, which include Oh! Calcutta, Sigree Global Grill, Riyasat and Cafe Mezzuna.
The stage is set for Saturdays blockbuster India-Pakistan World Cup match – not just in the Ahmedabad stadium but in living rooms, pubs, restaurants, multiplexes and even offices across the country. And corporate India has started the cheer.