Growth Strategy: How to Market to Millennials and Gen S in India’s Consumer Goods Sector

India’s consumer goods sector is transforming rapidly, driven by millennials and Gen S. To market to millennials and Gen S effectively, brands must adopt innovative, authentic, and tech-driven strategies. This article, crafted with insights from LawCrust’s hybrid consulting expertise in management, finance, legal, and technology, offers senior leaders a roadmap to capture these influential demographics.

Understanding India’s Millennials and Gen S: Key to Market to Millennials

India’s millennial population (born 1981–1996) numbers approximately 440 million, while Gen S (born 1997–2012) comprises about 360 million, together forming over 60% of the population. Urban millennials earn ₹6–12 lakh annually, with Gen S starting at ₹3–8 lakh, though rural incomes are 30–40% lower. Over 65% live in urban or semi-urban areas, with 80% owning smartphones and spending 6–8 hours daily on platforms like Instagram, YouTube, and Moj.

Unlike Gen X and Baby Boomers, who value brand loyalty and traditional advertising, millennials and Gen S prioritise authenticity, purpose, and peer-driven recommendations. They research products extensively on social media, trust user-generated content (UGC), and seek brands aligned with sustainability and inclusivity. To market to millennials and Gen S, brands must adapt to these distinct behaviors.

1. Current Challenges to Market to Millennials and Gen S

• Consumer goods companies face significant hurdles when trying to market to millennials and Gen S:

1. Fragmented Attention Spans: These generations toggle between Instagram, YouTube, Threads, and Moj, with attention spans of 8–12 seconds, rendering broad campaigns ineffective.
2. Skepticism Toward Legacy Brands: Over 70% of Gen S prefers D2C or indie brands, distrusting traditional FMCG giants and conventional ads.
3. Demand for Authentic Storytelling: Both groups favor brands with purpose-driven narratives, with 62% prioritising sustainability and 55% seeking inclusive branding.
4. Price Sensitivity with Premium Aspirations: While cost-conscious, 48% of millennials and 32% of Gen S will pay premiums for ethical or customised products.
5. Low Impact of Traditional Campaigns: TV and generic digital ads have limited success, with only 15% of Gen S recalling TV campaigns versus 60% for influencer-led content.

2. Strategic Growth Framework to Market to Millennials and Gen S

• Go-to-Market (GTM) and Brand Strategy

To market to millennials and Gen S, brands must prioritise precision and authenticity:

1. Micro-Targeted Personas: Use AI-driven CRM analytics to segment audiences by behavior and regional nuances, enabling hyper-customised messaging.
2. D2C Verticals: Launch direct-to-consumer models with subscription-based offerings and UGC-powered discovery to foster loyalty and gather first-party data.
3. Regional Influencer Campaigns: Partner with micro-influencers (10K–100K followers) using vernacular creatives and meme-driven content for cultural resonance.
4. Ethical Brand Identity: Integrate ESG-driven messaging, highlighting carbon-neutral initiatives or fair-trade sourcing to align with Gen S values.

• Product Innovation and Customisation

Innovative products are critical to market to millennials and Gen S:

1. Limited Editions and Co-Creation: Launch exclusive variants or co-creation campaigns, like allowing Gen S to vote on snack flavors via Instagram.
2. Feedback-Driven Iteration: Use social listening tools to integrate consumer feedback into product development, ensuring relevance.
3. Customisable Bundles: Offer customised product bundles or digital-only launches to cater to individual preferences and create exclusivity.

• Channel cause-based variants to appeal to their values.

1. Feedback-Driven Iteration: Use social listening tools to integrate consumer feedback into product development, ensuring relevance and responsiveness.
2. Customisable Product Bundles: Offer customisable product bundles or digital-only launches to cater to individual preferences and create exclusivity.

• Channel and Distribution Strategy

Modern distribution channels are essential to market to millennials and Gen S:

1. Social Commerce: Optimise Instagram Shops and YouTube affiliate links for seamless purchases. Pilot ONDC integrations for broader reach.
2. Quick Commerce Tie-Ups: Partner with platforms like Blinkit or Zepto for impulse-driven purchases, capitalising on Gen S’s instant gratification mindset.
3. AR/VR Experiences: Introduce augmented reality (AR) try-ons for cosmetics or virtual reality (VR) gamified demos to enhance engagement.

3. Digital Transformation

Technology underpins efforts to market to millennials and Gen S:

1. Ad-Tech Optimisation: Use ad-tech platforms to optimise return on ad spend (ROAS) through real-time performance tracking and A/B testing.
2. AI-Driven Customisation: Deploy AI-powered engines to customise landing pages, emails, and product recommendations based on browsing history.
3. Conversational Commerce: Implement WhatsApp chatbots and loyalty gamification to streamline purchases and reward engagement.

4. Legal, Compliance, and Data Strategy

Navigating India’s regulatory landscape ensures trust:

1. Data Privacy Compliance: Adhere to the Digital Personal Data Protection (DPDP) Act, 2023, with transparent data policies and explicit consent.
2. Influencer Contracts: Structure agreements to comply with ASCI and FSSAI guidelines, ensuring clear disclosure of sponsored content.
3. IP Protection: Safeguard digital-first assets, such as campaign creatives or co-created content, through trademark and copyright registrations.

Illustrative Examples of Success

1. A Gen S-focused snack brand scaled 3x in 12 months using TikTok-style reels, streetwear-inspired packaging, and zero-TV budgets. By optimising customer acquisition cost (CAC) via first-party data, it achieved a 25% conversion rate in Tier-1 cities.
2. A sustainable personal care FMCG brand partnered with climate influencers and offered carbon-neutral shipping, driving a 40% repeat purchase rate among urban Gen S.

Conclusion: Actionable Strategies to Market to Millennials and Gen S

To market to millennials and Gen S, senior leaders must integrate digital transformation, authentic branding, and compliance. Leverage AI for micro-targeting, prioritise D2C and social commerce, and innovate with customised, purpose-driven products. Partner with regional influencers and use vernacular content for authenticity, while adopting AR/VR and ad-tech for engagement. Ensure compliance with the DPDP Act and ASCI guidelines to build trust. LawCrust’s hybrid expertise empowers brands to foster community, drive innovation, and deliver transparency, securing long-term loyalty from these pivotal demographics.

About LawCrust

LawCrust Global Consulting Ltd. delivers cutting-edge Hybrid Consulting Solutions in Management, Finance, Technology, and Legal Consulting to ambitious businesses worldwide. Recognised for our cross-functional expertise and hybrid consulting approach, we empower startups, SMEs, and enterprises to scale efficiently, innovate boldly, and navigate complexity with confidence. Our services span key areas such as Investment Banking, Fundraising, Mergers & Acquisitions, Private Placement, and Debt Restructuring & Transformation, positioning us as a strategic partner for growth and resilience. With an integrated consulting model, fixed-cost engagements, and a virtual delivery framework, we make business transformation accessible, agile, and impactful.

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