The recent student protests across India were a reminder of the growing influence of Gen Z in the country. For business, it confirmed that Gen Z is no longer simply the consumer of tomorrow, but an influential force today. India is home to around 377 million Gen Z consumers, representing roughly 27% of the country’s population. Photo: Getty ImagesUnlike millennials, who witnessed the arrival and expansion of international luxury brands in India, Gen Z has grown up with global brands already embedded into everyday culture. Yet, the biggest shift Gen Z is bringing to luxury is not necessarily what they buy, but why they buy it.