Gen-X fueling retail drive

India's generation X shoppers are said to be the drivers of the retail boom in the country. According to a study titled ‘YouSoumerism-Youth in India: Opportunity Knocks’ conducted by Ernst & Young, it was estimated that over 50% of consumers in India are under 25 years of age and these are the consumer with both purchasing power and a unquenchable thirst for buying products. According to Ashok Rajgopal director (retail industry) for Ernst & Young said, “By targeting the youth population in India, retailers will be investing for the future as they will be able to influence and create loyalty from the start.”