India, June 19 -- India's 150 million-strong Gen Z (aged 14-29 years) population is rapidly joining the class of consumers, whose purchasing behaviour is influenced by reviews and ratings -- a stark departure from earlier generations.

Among sales channels, the quick-commerce promise of 10- to 30-minute deliveries is building newer product categories, including a cold-chain for frozen foods which the general trade (kirana stores) was never really able to establish. Also, FMCG companies that not just collect but compare and analyse data from all their sales, marketing and distribution channels will emerge winners. These insights were shared by Angshuman Bhattacharya, partner and national leader for consumer products and retail, at EY India...