'Focusing on how ageing millennials look at wellness'

What are the key shifts you are seeing in consumer behaviour post pandemic, and how are they shaping the next generation of consumer companies?

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Today, all three Cs of consumer, channel, and category are at play. The consumer is changing, as we see emerging consumer cohorts like the Gen Zs and the connected silver generation (aged 50 and above) influencing major market trends. Both these groups are comfortable shopping and consuming products online. We also have an emerging cohort of post-Covid first-generational pet parents. There has also been evolution in terms of channels through which these consumers access businesses. A few years ago, e-commerce brands like Amazon and Flipkart were the seeding ground for new brands. With an audience of millions of internet shoppers in the last decade, many major brands, including some of our portfolio companies like MamaEarth a