India’s Gen Alpha, now over a quarter of the population is emerging as a decisive force in consumer markets, with strong digital exposure and growing influence over household purchases, according to a new report by Rukam Capital. Titled ‘Gen Alpha Decoded: The Consumer-Brand Dynamic’, the report highlights that 73% of Gen Alpha already have access to personal smartphones, while 60% use laptops, underscoring their deep integration with technology from an early age.
Rukam Capital Founder and Managing Partner Archana Jahagirdar said the generation has the potential to influence up to 80% of household purchase decisions. “They are digitally fluent, shaped by algorithms, micro-trends and early awareness of sustainability and inclusivity,” she said, adding that brands must move beyond assumptions to data-driven insights. The report finds that nearly 50% of Gen Alpha children demand specific brands, while 66% actively influence everyday buying decisions. Their choices are driven not just by digital exposure but also by identity, peer validation and a desire for individuality.
It identifies six emerging behavioural themes, portraying Gen Alpha as autonomous, utility-driven and highly brand-conscious. Platforms like YouTube dominate their consumption patterns, though their influence extends offline into food, fashion and toys.