Gen Alpha a digitally immersed generation accounts for over a quarter of the Indian population. With 73% of this generation already having access to personal smartphones and 60% accessing laptops, this is a generation that found liberation inside technology. To further understand Generation Alpha, Rukam Capital has unveiled a one of its kind reports, ‘Gen Alpha Decoded: The Consumer-Brand Dynamic’ that details on how they are redefining consumer behaviour and brand engagement.
Commenting on the launch of the report, Archana Jahagirdar, Founder and Managing Partner, Rukam Capital, said, “Gen Alpha is one of India’s youngest generations that has the potential to influence up to 80% household purchase decisions. They are digitally fluent with limitless access to content, yet are shaped by algorithms, micro-trends, peer validation, and early ethics on sustainability and inclusivity. As India’s D2C brands, edtech, content creators, toys, F&B, and fashion vie for their loyalty, assumptions must yield to evidence. With the unveiling of ‘Gen Alpha Decoded:The Consumer-Brand Dynamic’ report, we aim to understand the behavioural shifts, preferences, and trends that drives a 10 year old’s purchase decisions and everyday choices.”
Gen Alpha is not defined by technology alone, but by how they use digital ecosystems to negotiate autonomy, identity, and influence within tightly structured lives. They are increasingly taking the driver’s seat in shaping consumption, culture and everyday decisions. Nearly 50% of Gen Alpha ask for a specific brand pointing to early brand consciousness with 66% of Gen Alpha children influencing everyday decisions, reflecting their increasing autonomy within households.
The report, Gen Alpha Decoded: The Consumer-Brand Dynamic, reflects on the emerging trends of Gen Alpha who are independent, digitally engaged and have a strong preference for utility-driven choices across six themes.
Gen Alpha’s digital exposure is extensive, with content streaming platforms like YouTube dominating their daily consumption, but their influence extends far beyond screens as they remain constantly aware of what is considered “cool,” often linking it to achievement and social validation. They actively assert their preferences to ensure individuality for when it comes to the brands they wear, the toys they choose, and the snacks they consume, highlighting their growing influence in everyday decision-making.
The survey was conducted in collaboration with YouGov, with over 2000+ respondents capturing both parents’ perspectives and Gen Alpha viewpoints, highlighting evolving behaviours across digital engagement, financial awareness, and consumption patterns.