Brands
Tinder study reveals Gen Z driven by self-discovery
MUMBAI: Popular dating app Tinder has done a unique study on the youth population in India revealing that the early 20s have acquired “a new meaning and cultural significance” for the GenZ. The study reveals that the youngsters in the age bracket of 18 to 25 are changing the norms of “adulting” by trying to be freer in exploring career fits, relationships, interactions, self expression, self-identity, and the direction they want their life to take. For both men and women, getting married and having kids ranks fairly low on their 5 year-goals lists and aspirations. So does accumulating assets – they would much rather collect experiences.
The study states for young Indians in the ages of 18 to 25, ‘being myself’ is the most important priority over a five-year horizon. For those in the ages of 18 to 22, this is followed by making their parents proud (56 per cent), building strong friendships (56 per cent), finishing their education (52 per cent) and exploring the world and meeting different people (42 per cent). These priorities evolve somewhat for those in the age group of 22 to 25 years, with getting a good job becoming a key priority (56 per cent), while making their parents proud (54 per cent) and building strong friendships (52 per cent) remain strong priorities for this cohort as well.
Tinder’s research also found that the uncertainties of this life stage are felt in more pronounced ways for women in India who have conventionally had much more pressure to adhere to social expectations and norms, and are also allowed less time than men before being asked to “settle down". 63 per cent of women surveyed indicated their desire to work hard to achieve self identified goals as a top priority.
Speaking about the insights, Tinder India – GM Taru Kapoor said, “In our social narrative, there always has been a lot of focus on ‘goals’ and ‘successes’ – the perfect life partner, the settled career path, the house, the car or whatever it is that one aspires to. But we have never really focused on celebrating the journey that gets us there – the mishaps and the milestones, the sometimes confusing but ultimately very memorable phase of life that is unique for everyone. We want to celebrate the little wins and showcase empathy towards the struggles, dilemmas, worries, and wins of this life stage without judgment. We believe the journey is just as important to celebrate and cherish as the destination. It is the journey of growing up and discovering the world and yourself. It is an opportunity to deeply examine your values and challenge preconceived definitions of happiness, success, and possibilities. We are therefore celebrating the journey towards ‘Adulting’. Tinder is a companion and champion as we celebrate this life-phase and navigate all its unique dilemmas and problems.”
Brands
Big Bowl appoints Lyxel & Flamingo as social and media partner
QSR brand eyes next growth phase after crossing Rs 100 crore ARR milestone
MUMBAI: Big Bowl, one of India’s largest bowl-format quick service restaurant brands from Lenexis Foodworks, has appointed Lyxel & Flamingo (L&F) as its social and media partner as it prepares for its next phase of growth.
The partnership comes after the brand crossed the Rs 100 crore annual recurring revenue milestone in 2025 and aims to help accelerate its journey towards Rs 150 crore ARR in its fifth year since launch.
Big Bowl currently operates more than 250 kitchens across 50 cities and has emerged as a major player in India’s organised bowl-format food segment. Built around hearty portions and delivery-first convenience, the brand offers a wide mix of Indian, Chinese and fusion bowls designed for quick, affordable and portable consumption.
As urban consumers increasingly gravitate towards easy-to-carry and value-driven meal formats, the company sees the bowl category as a scalable format aligned with modern eating habits.
With the appointment of Lyxel & Flamingo, Big Bowl plans to consolidate its social media and digital media operations under a single partner. The move is intended to sharpen its digital reach, strengthen youth-focused storytelling and improve performance marketing outcomes.
Lyxel & Flamingo, one of India’s largest independent digital-first agencies, manages more than 350 brands and oversees advertising spends exceeding $100 million across its network.
Under the mandate, the agency will handle Big Bowl’s social media strategy, content development, digital performance marketing, media planning and buying, as well as campaign amplification across platforms.
Commenting on the partnership, Lenexis Foodworks founder and director Aayush Madhusudan Agrawal said, “Big Bowl has scaled rapidly to cross Rs 100 crore ARR and established itself as one of the largest bowl-format brands in the country. As a delivery-first, digitally native brand, our next phase of growth will be driven by sharper performance systems and stronger brand storytelling. Consolidating social and media with Lyxel & Flamingo allows us to integrate data, creativity and media precision as we scale towards our next revenue milestone.”
Lenexis Foodworks marketing head Vikas Iyer, added that the delivery-led category requires content, media and performance marketing to work closely together.
“With Lyxel & Flamingo, we aim to build a sharper social voice, stronger acquisition systems and measurable impact, ensuring the brand scales not just in presence but also in precision,” he said.
Lyxel & Flamingo chief executive officer Dev Batra, said the agency will combine data-driven marketing with creative storytelling to support Big Bowl’s growth. “Big Bowl brings the flavour, and L&F brings the fire. Our strategy combines data-led performance with engaging storytelling to help build a strong digital brand presence while delivering measurable business results,” he said.
With this partnership, Big Bowl is looking to strengthen its position as a digitally driven QSR brand, blending brand-building with performance marketing as it scales within India’s rapidly growing organised food delivery market.
