Indian streetwear label Huemn has tapped seventh-generation perfumer Ola Originals to launch its debut fragrance, Pheromones. It’s speaking to people’s shifting attitudes toward sexual expression in a largely conservative culture by marrying sex positivity with an homage to Indian perfumery.

India’s culinary landscape is evolving from traditional dining to immersive experiences that engage all the senses, fueled by urbanisation and the spending power of experience-hungry youth. Diners there crave regional delicacies, micro-cuisine journeys, and interactive environments.

Despite inflation, Diwali e-commerce is booming as people look for convenience while shopping. Shoppers also prioritise community-driven discovery and brand trust, embracing tech innovations like VR and AR. How can brands leverage hyper-regional content and use tech to enhance intimacy?

Gen Zers are more cautious about spending than generations before them. Still, they will travel to the ends of the planet as long as there is a promise of a unique, customised, and memorable experience. If luxury brands can give up outdated notions, they may tap into a new loyal customer base.