Indian millennials are emerging as chief wage earners; what they want

The 18-35 age group is more aggressive with its purchase decisions, more brand conscious and accounts for 71% of the household income: Deloitte report

Marketers for long have known the importance of millennials or those born after the year 1980. They are young, brand-conscious and don’t mind spending a bit more to improve their lifestyles. But in India they are also increasingly emerging as the chief wage earners at a time when their parents are approaching retirement, especially millennials in the 25 to 35 age-group says a new study by Deloitte.

This trend, explains Anil Talreja, partner, Deloitte India, sets India's millennials apart from their counterparts across the world and also puts added pressure on companies to identify what works and what doesn't within