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Post-pandemic, more youngsters want to earn from their hobbies: MTV Youth Study 2021
Mumbai: Over 67 per cent of youth prefer streaming content of their choice, as it allows them to watch the content of their choice, without having to pretend or fear being judged. Majority of them also feel that it makes them more expressive and free, showed the latest MTV Youth Study – ‘Atmanirbhar by Circumstance’ released by MTV Insights Studio, on Friday.
The study covering over 26,000 respondents aged between 15 and 25 years from 50 Indian cities, attempts to provide a comprehensive overview of India’s Gen Z population, reflecting their evolving behavior, mindsets, habits, and perceptions amid a raging pandemic.
At least 21 per cent of Gen Z feel that following their passion is the most important thing in life rather than having a stable job, trending up exponentially from 9 per cent in 2016. With side-hustle gaining more importance in Gen Zers‘ lives, 70 per cent felt side-hustles are the real shot to fame and success and 69 per cent felt they would want to earn from their hobbies.
According to the study, ‘money’ holds prime importance for them in a post-Covid world. Over 46 per cent of respondents said “money is all that matters”, up from 21 per cent in 2019. Another 46 per cent said they would rather focus on being rich and successful instead of living a meaningful life, up from 25 per cent in 2019. 74 per cent felt there are a lot of undiscovered careers and ways to make money.
According to the report, more youth consider watching shows as a method of escapism into an imaginary world. The share of such respondents has gone up from 12 per cent in 2019 to 21 per cent post the pandemic.
“2020 has been a pivotal year in so many ways. This edition of our youth study is the first such exercise post the first wave of the pandemic,” said Viacom18 head for youth music and English entertainment Anshul Ailawadi. “It offers a rare glimpse into how young Indians are coping with a changing world in which every aspect of their lives – from their education and relationships to their careers and interests – needs to be rebuilt.”
The in-depth qualitative and quantitative study offers to be a go-to handbook for the advertising and marketing community to steer communications for youth in the right direction. Among other findings, the report also found that 43 per cent of youth believe listening to music kept them emotionally healthy and consider it their top stressbuster.
Gen Zers’ belief in true love also continues to decline. One out of every two respondents said they flirted with someone else apart from their boyfriend or girlfriend during the lockdown. At least 25 per cent said they don’t believe in marriage up from 10 per cent in 2019 and 8 per cent in 2016. Over 13 per cent shared they are in a committed relationship down from 26 per cent in 2019 and 35 per cent in 2016. They are less likely to date someone they meet online and believe that people treat relationships like stories – ‘here today, gone tomorrow’.
The study indicates that although Gen Zers are extremely vocal on subjects of national interest, they have muted participation in on-ground events. Over 83 per cent agree that political topics are a part of peer conversations.
The findings are a result of 185 questions covering seven broad topics: education, money, romance, national interests, content, family, friends, and spirituality, and the Covid-19 outlook.
Given the negativity and volatility of the world around them, Gen Z is seeking refuge in family, religion, and friends. 52 per cent attributed their happiness to their family, up from 42 per cent in 2019 and 13 per cent in 2016. During the lockdown, 65 per cent of respondents said their families were the most motivating factor. Being family-oriented rose to the top of their partner’s priority list. 70 per cent felt more in control of their life after prayer and 62 per cent said being spiritual gave them clarity in a confusing world. 42 per cent would avoid having friends who compete with them, up from 18 per cent in 2019; 45 per cent felt friends are only for fun, up from 25 per cent in 2019
Over 56 per cent Gen Zers believe that life will be back to normal overthrowing the concept of the ‘new normal’ after Covid-19 subsides. As many as 51 per cent will wait for the right opportunity to come their way instead of going after just anything that is offered to them.
“Overall, the findings indicate, India’s Gen Z is increasingly becoming independent or Atmanirbhar while continuing to ride high on aspirations. We hope this research empowers new age as well as legacy brands that are looking to deepen connect and build trust with their Gen Z consumer,” Ailawadi added.
The launch of the report also saw participation from leading brands such as Godrej, Dabur, Dell Technologies, and Spotify kicking off a discussion on Gen-Zfying brands. The launch also had Gen Z representation from AIESEC, a non-governmental and not-for-profit organisation entirely run by youth for youth.
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Induction cooktop demand spikes 30× amid LPG supply concerns
Supply worries linked to West Asia tensions push households and restaurants to turn to electric cooking alternatives
MUMBAI: As geopolitical tensions in West Asia ripple through global energy supply chains, the familiar blue flame in Indian kitchens is facing an unexpected challenger: electricity.
What began as concerns over the availability of liquefied petroleum gas (LPG) has quickly evolved into a technology-driven shift in cooking habits. Households across India are increasingly turning to induction cooktops and other electric appliances, initially as a backup but now, for many, a necessity.
A sudden surge in demand
Recent data from quick-commerce and grocery platform BigBasket highlights the scale of the shift. According to Seshu Kumar Tirumala, the company’s chief buying and merchandising officer, demand for induction cooktops has risen dramatically.
“Induction cooktops have seen a significant surge in demand, recording a fivefold jump on 10 March and a thirtyfold spike on 11 March,” Tirumala said.
The increase stands out sharply when compared with broader kitchen appliance trends. Most appliance categories are growing within 10 per cent of their typical demand levels, while induction cooktops have witnessed explosive growth as households rush to secure an alternative cooking option.
Major e-commerce platforms including Amazon and Flipkart have reported rising searches and orders for induction stoves. Quick-commerce apps such as Blinkit and Zepto have also witnessed stock shortages in major metropolitan areas including Delhi, Mumbai and Bengaluru.
What was once considered a convenient appliance for hostels, small kitchens or occasional use has suddenly become an essential addition in many homes.
A crisis thousands of miles away
The trigger for this shift lies far beyond India’s kitchens.
Escalating conflict in the Middle East has disrupted shipping routes through the Strait of Hormuz, one of the world’s most critical energy corridors. Nearly 85 to 90 per cent of India’s LPG imports pass through this narrow waterway, making the country particularly vulnerable to supply disruptions.
The ripple effects have been swift.
India currently meets roughly 60 per cent of its LPG demand through imports, and tightening global supply has already begun to affect domestic availability and prices.
Earlier this month, the price of domestic LPG cylinders increased by Rs 60, while commercial cylinders rose by more than Rs 114.
To discourage panic buying and hoarding, the government has also extended the mandatory waiting period between domestic refill bookings from 21 days to 25 days.
Restaurants feel the pressure
The strain is not limited to households. Restaurants, hotels and roadside eateries are also grappling with supply constraints as commercial LPG availability tightens under restrictions imposed through the Essential Commodities Act.
In cities such as Bengaluru and Chennai, restaurant associations report that commercial LPG availability has dropped by as much as 75 per cent, forcing many establishments to rethink their kitchen operations.
Some restaurants have reduced menu offerings, while others are rapidly installing high-efficiency induction systems, creating hybrid kitchens where electricity now shares the workload with gas.
For smaller eateries and roadside dhabas, the shift is less about sustainability and more about survival.
A potential structural shift
The government has maintained that there is no nationwide LPG crisis and has directed refineries to increase production to stabilise supply.
Nevertheless, the developments of March 2026 may already be triggering a longer-term behavioural shift.
For decades, LPG has been the backbone of cooking in Indian households. However, recent disruptions have highlighted the risks of relying on a single fuel source.
Increasingly, households appear to be hedging against uncertainty by adopting electric cooking options to guard against price volatility and delivery delays.
If the current trend continues, the induction cooktop, once viewed as a niche appliance, could emerge as a quiet symbol of India’s evolving kitchen economy.
