Key truths about young Indian consumers, many of which clash with our urban assumptions about non-metro India, revealed in a new report
Girl Uninterrupted is a study I had wanted to take on for almost a decade, for the simple reason that media portrayals of small-town India have, at some point, taken over from the reality to the extent that even marketers believe that what they saw in the last year’s hit comedy film represents the reality of ‘bharat’.
At the same time, I began to notice that every meeting about Gen-Z and the changing image of India revolved solely around what was happening in affluent circles, in metro cities.
This is doubly problematic—not only do we minimise the lived experiences of non-metro India, but we project our own version of what is acceptable, desirable and aspirational onto them, and we write them out of our target audience by surmising that they simply aren’t ‘ready’ for what we are offering.
For context, 420 million people live in the three states we studied (Uttar Pradesh, Madhya Pradesh and Bihar) and there are tens of millions more that we simply are not seeing because we have not taken the time to understand their needs.
Moreover, teenage girls as a segment have been heavily undervalued and understudied worldwide, particularly as serious consumers of business and technology. The idea, that it is young girls and women of tomorrow who will have both discernment and purchasing power in the coming years, is being entirely missed by brands and businesses.