ABSTRACT
Millennials in developed markets have been part of a more organic process of rolling change that’s been going on for generations. Several factors distinguish millennial consumers in emerging economies including India from their more affluent contemporaries in more developed markets. Millennials’ influencers are changing in the moment of flux, matching, in some manner, the changes in the west. The ability to take charge, be respected, and build an independent identity are foundational pillars of the millennial mindset. Many sentiments expressed by Indian millennials are consistent with those of their international peers. Brands aspiring to engage young Indian consumers must be attuned to local nuances and understand their context and the complexity within which they live and make decisions. Loyalty is primarily a developed-market construct without the same meaning in emerging markets. Customer experience and loyalty played a very distant second fiddle to market penetration.
