They say it’s about the collabs, the kicks, the chaos of drop day. But underneath the noise—there’s something deeper. A strange mix of flex, FOMO, and ethics.

Our 30-minute report unpacks how India’s Gen Z and Millennials are shaping a whole new kind of consumer ritual—one where exclusivity is currency, community is clout, and even the price tag gets a side-eye.

If you're still marketing limited editions like it's 2018... you’re already late.

Download the report. Get inside their head before your next drop hits the floor.