New Delhi, Oct. 28 -- Gen Z shoppers across India are balancing cultural traditions, family expectations, personal preferences and digital discovery, findings from a YouGov and Rukam Capital study showed.

The report, titled 'Gen Z: A Deep Dive into India's Most Influential Consumer Cohort' noted that that festive spending, shopping priorities, gifting choices and celebration styles are taking different shapes across the country.

It highlighted regional differences - respondents in the North showed higher festive spending and family-led consumption gaining prominence, while those in the South showed preference for greater personalisation alongside tradition. In the East, stronger digital discovery and spontaneous shopping led the trends,...