A new study from Rukam Capital and YouGov offers a clear read on India’s most influential young shoppers. The survey of 4,002 Gen Z respondents aged 18-29 across 18 states finds a cohort that is research-driven, value-conscious and less likely to be won over by promotion alone.
Trust builds the purchase
The trust bar is high. 82% expect honesty and transparency from brands. When asked what drives a purchase, quality leads at 51%, with price close behind at 49%.
- 82% want honest and transparent brands.
- 51% put quality first, 49% prioritise price.
- 46% research more before buying; only 4% buy immediately after discovering a product.
AI is a comparison tool, not a closer
AI is entering the shopping journey, but not as a replacement for judgement. Nearly six in ten Gen Z consumers use AI at least occasionally for product research, mainly to compare products, evaluate options and find the best price. While 70% are comfortable with AI recommending products and services, only 49% would let AI make a decision without their approval.
The pattern is evaluator behaviour: AI narrows the shortlist, but the final call stays with the shopper.
Creators open discovery, not conversion
The survey separates influence from action. Social media and creators influence product discovery for 29%, but only 6% make a purchase immediately after a creator recommendation. Instead, own research is the strongest trust source at 27%, ahead of friends at 20% and reviews at 15%.
Relatability outweighs overt promotion: only 6% reject personalised marketing. At the same time, caution is rising. Around 32% verify sellers due to fake or deepfake content concerns, and 29% stick to established brands they already trust.
What marketers should do
For brands, the shift is from attention-harvesting to evidence-building. Marketers should design for the research loop: clear quality and price proof, structured comparisons, review signals and seller verification cues.
Festive spending makes the opportunity sharper. Six in ten respondents spend more during the festive season; online search leads festive inspiration at 41%, and one in four use AI for gift ideas. With parents and family accounting for 74% of gifting, trusted, well-researched products have an edge.
“In the next decade of India’s growth, the brands that win will be those that earn trust, not just attention.”
That is how Archana Jahagirdar, founder and managing partner of Rukam Capital, frames the finding that 74% of Gen Z consumers say a good customer experience builds trust.
Source: ETBrandEquity.com
