India has 377 million Gen Zs reshaping the country's consumer market in unprecedented ways. This demographic, comprising those born between 1997 and 2012, already drives 860 billion Dollars in consumer spending, and by 2035 they are projected to account for 2 trillion Dollars in economic activity. Brands are eager to capture the loyalty of this influential group but many businesses are still playing catch-up in terms of fully understanding and engaging this generation. A new report from Boston Consulting Group (BCG) and Snapchat, which surveyed 2000 Gen Zs and 1000 millennials, shines even more light on what it takes for brands to win the hearts of Gen Z.