1. Indian consumer is becoming more promiscuous.
2. Indian consumers have a wider repertoire today – they are becoming experimentative; they flirt with brands and categories.
3. Brand loyalties are thus on the decline.
4. New trends have a limited life – they become fads in short spans.

Brands must be dynamic and ever evolving to keep the youth engaged. Innovative product variants, new packs, innovative means of communicating with a ‘highly mobile’ and ‘restless’ community is the need of the hour.

Manufacturers need adaptable factory lines to keep cost of change low.