Swiggy looks to lure Generation Z consumers with Launchpad initiative

How do you market your goods to a consumer cohort that has the attention span of a gnat, considers the mobile phone an extension of their bodies and scoffs at any business that isn’t online?

Well, do as marketers have done for any other generation: Talk to them in the language they understand and through the medium they approve.

That’s exactly Swiggy is doing. To expand its presence in new markets it has decided to catch 'em young. The target: Generation Z. Why? By 2020, Gen Z is expected to account for 40 per cent of all customers.

Its Launchpad programme unveiled earlier