What Is India’s Gen Z Actually Spending On?

India’s youngest earners are saving early, spending smart, and still feeling broke

India’s Generation Z—those born roughly between 1997 and 2004—have entered the workforce with ambition, digital confidence, and unprecedented access to investment tools. Yet scroll through social media, and you’ll hear the same complaint: “I’m earning, but I’m broke.” Picture a 24-year-old in Bengaluru bringing home ₹30,000 a month and watching nearly all of it evaporate into rent, Swiggy orders, EMIs, and SIPs before the 20th of the month. Their money story rests on three realities: rising living costs, modest salary growth, and a shift from owning things to investing early.

Across India’s metros, Gen Z professionals say their paycheques barely stretch beyond essentials. A Deel survey found that 41% of young workers are unhappy with their pay, rising to 55% in Delhi-NCR. While India recorded strong nominal wage growth (the amount of money a worker earns), rent and food costs have surged faster.

The “survival salary” in major cities hovers near ₹46,500 per month, according to an article in Mathrubhumi, just to stay afloat. Fresh graduates earning ₹30,000–₹50,000 often describe themselves as “surviving, not living.” Average city living expenses range from ₹20,000–₹50,000 monthly, leaving little room for savings or leisure.

Housing is the biggest drag. India’s price-to-income ratio is 11, meaning a home costs eleven years of earnings—and even more in Mumbai or Delhi. Rents have climbed 7–10% annually, eating up 30–60% of take-home pay. It’s no surprise that nearly a third of Gen Z prefer to rent indefinitely rather than chase the distant dream of home ownership.

Despite feeling squeezed, Gen Z drives nearly 43% of India’s consumption, valued at around US $860 billion—$200 billion in direct spending versus $660 billion in indirect, or influenced, spending (purchases by families or friends shaped by Gen Z). Their top outlays are food delivery and dining (48%), fashion and lifestyle (47%), and beauty or tech gadgets.

They drink less alcohol than any generation before them but are willing to splurge on premium experiences. They value convenience, design, and moments over material display—a blend of YOLO (You Only Live Once) and FIRE (Financial Independence, Retire Early) philosophies. Three-quarters say they save up to 30% of income, far higher than expected for their age.

If their parents equated wealth with property, Gen Z equates it with liquidity. Nearly half of new mutual-fund investors are aged 18–30, and most choose Systematic Investment Plans (SIPs) over lump-sum bets. They experiment with equity funds, ETFs, and even crypto, but still struggle with low financial literacy. Their mindset is pragmatic: if owning a house feels impossible, own equity instead. As Krishan Mishra, CEO of FPSB India, notes, “Their focus on investment before asset ownership and early retirement planning is commendable.”

Finance influencers have become Gen Z’s financial mentors. About 77% say they learn about money on social media. Short-form “finfluencer” videos make investing accessible but also risky; many newcomers act on unverified tips. As Nilesh Shah of Kotak AMC warns, “Ten-second reels won’t build wealth; ten-year investing will.” The democratisation of financial advice is powerful but demands caution, leading to SEBI regulations on influencers under Section 16A of the Securities and Exchange Board of India (Intermediaries) (Amendment) Regulations, 2024.

Even as India’s overall inflation eased to about 4.5% in 2025, rent, utilities, and food costs kept climbing, eroding disposable income. UPI and quick-commerce platforms make spending frictionless—a ₹10,000 tap feels no different from ₹100—making it alarmingly easy to overshoot budgets.

Gen Z isn’t careless; it’s constrained. They’re earning more than their predecessors at the same age but face a cost structure that outpaces income growth. They save diligently, invest early, and still feel poor because real wages lag behind urban inflation. According to a report by the International Labour Organisation, in India, average real monthly earnings for regular salaried workers fell from around ₹12,100 in 2012 to about ₹10,925 in 2022—meaning real starting salaries have effectively declined despite rising living costs.

Their choices—prioritising experiences, delaying home ownership, and building digital portfolios—are reshaping India’s consumer economy.

For brands and policymakers, the takeaway is clear: design financial products and workplaces that recognise the new reality of young earners juggling rent, SIPs, and side hustles.

Gen Z’s spending habits run deeper than lifestyle trends; they reflect a market in transition. Traditional ideas of ownership, like homes or cars, are giving way to a subscription-based world where even a toothbrush can be on auto-renewal. The real question now is how this generation can maximise ownership in an economy built on access rather than assets.

About the Author:
Ravtej Singh is a young writer exploring the intersections of youth culture, money, and modern work. His writing focuses on how India’s Gen Z is reshaping consumption, ambition, and identity.