Retail Leaders at PRC 2026 Decode How Gen Z Consumers are Changing Brand Loyalty, Media Consumption and Shopping Habits.
by Prashant Kapadia/NHN
At Day 2 of PRC 2026, retail leaders explored how changing consumer expectations are pushing brands to rethink engagement, commerce and customer experience strategies
Mumbai, 14 May 2026: Gen Z consumers are emerging as the biggest force transforming India’s retail industry, driving brands to focus on speed, aspiration, digital engagement and experience-led shopping, industry leaders said at Day 2 of the 7th edition of the Phygital Retail Convention (PRC) 2026 in Mumbai.
The conversations highlighted how younger consumers today are expecting brands to deliver emotional engagement alongside convenience. Ankur Damani, Commercial Director and Country Head for India & Sri Lanka at Triumph, said consumers are moving away from purely transactional relationships with brands. “Consumers today look at what a brand stands for, whether it reflects aspiration, inclusivity and emotional connection. The customer journey is no longer just transactional, it is experience-led,” he said.
The rise of relatable digital content and influencer-led discovery also emerged as a major discussion point during the sessions. Harsh Somaiya, Co-Founder, The Bear House, said younger consumers connect more strongly with creators and relatable storytelling than traditional celebrity endorsements. “Today it is more about influencers, relatability and how users talk about products. Consumers want to see how the product fits into their own lives,” he noted.
Adding to the discussion on changing shopping behaviour, Jayanti Ganguly, CEO, Home Centre, said consumers today are increasingly channel agnostic and expect convenience across formats. “The same consumer may visit a store for furniture, use quick commerce for urgent purchases and browse online for wider assortment choices. Shopping behaviour changes according to need and occasion. Speed matters, but predictability matters even more. Consumers want brands to consistently deliver within promised timelines,” she explained.
The sessions also explored how Gen Z consumers are redefining loyalty and lifestyle-driven consumption. Sannjeev Rao, Co-Founder, Kathy’s Beverages, said relevance has become the biggest driver of loyalty among younger consumers. “As long as you are relevant, Gen Z consumers remain loyal. The moment you lose relevance, that loyalty disappears,” he said.
Speaking about the evolving quick commerce and marketplace ecosystem in India, Sandeep Varaganti, CEO of JioMart, said, “Quick commerce is the fastest-growing segment for us, but the journey is still evolving and it is too early to say which business model will ultimately win. Our focus is very clear. We want to prioritise efficiency, not just growth. The scale and infrastructure already built by Reliance Retail allows us to serve over 17,000 serviceable pin codes through our marketplace business while quick commerce now spans 400 cities.”
Talking about his newly launching company, Shailesh Chaturvedi, Founder, Neopolis Brands, said India still offers significant untapped opportunities for focused retail brands. “We clearly saw that above Zara there are still gaps in the women’s western wear market where consumers are looking for differentiated and aspirational products. Market size is not the challenge in India because the unorganised sector is still extremely large. The real challenge is execution, identifying whitespace opportunities and building scale with sharp focus,” he explained.
Earlier in the day, sessions explored themes around channel expansion, marketing, customer experience and evolving consumer behaviour. Nazim Virji, Director, Regal Shoes, and Himanshu Chakrawarti, CEO, Stellaro Brands, discussed how aspiration continues to drive value-conscious shoppers, while Sanjay Vakharia, Co-Founder & CEO, Spykar, and Amit Sarda, Managing Director, Soulflower, highlighted the growing importance of authenticity, transparency and meaningful customer engagement in building loyalty among consumers.
Organised by IMAGES Group at the Jio World Convention Centre, Mumbai, PRC 2026 is being held under the theme ‘The Great Indian Bazaar: A Global Growth Engine’. The convention brought together more than 3,000 attendees, 1,000+ brands and retailers, and over 300 speakers discussing the future of retail across AI, ecommerce, consumer behaviour, quick commerce, supply chain and experiential retail.