Gen Z drives 35% of India's consumption, forcing FMCG giants to rewrite the playbook

Marico has deployed ₹800 crore acquiring three youth-focused D2C brands, while Nestle India and Orkla's MTR are overhauling R&D and labelling to court younger, health-conscious shoppers. Legacy FMCG portfolios are being restructured around a cohort that now sets the agenda.

— Source publishedFri, 12 Jun, 2026, 16:10 IST·First seen Sat, 13 Jun, 2026, 11:55 IST·Source ET BrandEquity

What happened

Gen Z, driving 35% of India's consumption, is reshaping FMCG strategy. Marico spent ₹800 crore acquiring three youth-focused D2C brands; Nestle India and

Key facts

  • ₹800 crore
  • 35%

Why this matters

Window is open to acquire youth-focused D2C assets before Nestle and MTR-style incumbents bid valuations up; build a target list of health-led Gen Z brands this quarter.