The Untapped Goldmine: Why Brands Must Pay Attention to India’s Silver Generation
India’s demographic landscape is rapidly shifting, and amidst this change lies a massive yet underutilized opportunity—the urban silver generation. With over 12 million affluent individuals aged 60+, wielding ₹1.6 trillion in annual spending power, this cohort is not only financially empowered but also aspirational, tech-savvy, and deeply brand-conscious.
In a recent episode of The Collaborative Canvas Podcast, host Ankesh Saxena engages in a powerful conversation with Sharmila Das, Chairwoman of Purple Audacity, who sheds light on why this segment deserves far more attention from marketers, strategists, and innovators.
**The Misconception of Age**
As Sharmila highlights, one of the key reasons this market is overlooked is the stereotypical perception that people above 60 only require healthcare, retirement planning, and religious travel. In reality, many from this age group are leading independent, active, and stylish lives—listening to Coldplay, scrolling through Instagram Reels, planning international vacations, and investing in upscale lifestyle products.
What’s more, digital literacy among older adults is rising fast. Whether it’s UPI payments, Facebook, or smart devices, this generation is not shying away from tech. Yet most brands continue to design experiences and marketing campaigns exclusively for younger demographics—completely ignoring the real behaviors and preferences of their older counterparts.
**Why Brands Should Pay Attention**
The podcast explores several key data points. For instance, the projected total spend of the silver segment by 2025 may cross ₹7 trillion, rivaling the GDP of smaller nations. However, brand strategies remain disproportionately focused on Gen Z and millennials. There’s a clear disconnect between actual purchasing power and marketing focus.
Brands like Uniqlo and Marks & Spencer have begun incorporating age-neutral yet elder-sensitive elements into their designs—larger fonts, easy zippers, flexible cuts—without diluting their brand identity. These global examples show that it’s possible to appeal to both young and old without alienating either.
**Areas Ripe for Innovation**
The conversation touches on industries that are missing the mark—financial services, for one. The only solutions often presented to seniors are retirement plans. But why not pitch investment education, venture opportunities, or even digital banking for seniors? Similarly, travel and leisure need age-positive and inclusive experiences that go beyond pilgrimages.
Then there’s health and wellness. Most wellness products target either the very young or focus on geriatric care. What about mental wellness, lifestyle fitness, or beauty and grooming products for the vibrant 60+?
Even intergenerational products—ones that create shared experiences for grandparents and grandchildren—remain an untapped area. In a society where multi-generational households are common, elders have a strong say in family purchasing decisions—yet they’re almost never directly targeted in campaigns.
**A Call to Action for Marketers**
Sharmila strongly advocates for inclusive segmentation of the silver generation. Like any other demographic, this group isn’t monolithic. Their preferences, lifestyles, and aspirations vary dramatically. Some seek luxury, others seek simplicity. Some want tech-enhanced convenience, others value heritage and craftsmanship. But none want to be boxed into outdated stereotypes.
So what must brands do?
- Conduct in-depth qualitative research with seniors as key participants
- Co-create experiences with them—not just for them
- Design accessible luxury products and services
- Build age-positive narratives that celebrate their experience and individuality
- And most importantly, see them not as a niche, but as a powerful segment
**The Final Word**
The silver generation is not sitting back in rocking chairs. They are traveling, learning, investing, and influencing. As Sharmila says, they are not just a market segment—they are a market powerhouse.
It’s time for brands to stop looking past them and start looking at them—with respect, relevance, and recognition.
In a recent episode of The Collaborative Canvas Podcast, host Ankesh Saxena engages in a powerful conversation with Sharmila Das, Chairwoman of Purple Audacity, who sheds light on why this segment deserves far more attention from marketers, strategists, and innovators.
**The Misconception of Age**
As Sharmila highlights, one of the key reasons this market is overlooked is the stereotypical perception that people above 60 only require healthcare, retirement planning, and religious travel. In reality, many from this age group are leading independent, active, and stylish lives—listening to Coldplay, scrolling through Instagram Reels, planning international vacations, and investing in upscale lifestyle products.
What’s more, digital literacy among older adults is rising fast. Whether it’s UPI payments, Facebook, or smart devices, this generation is not shying away from tech. Yet most brands continue to design experiences and marketing campaigns exclusively for younger demographics—completely ignoring the real behaviors and preferences of their older counterparts.
**Why Brands Should Pay Attention**
The podcast explores several key data points. For instance, the projected total spend of the silver segment by 2025 may cross ₹7 trillion, rivaling the GDP of smaller nations. However, brand strategies remain disproportionately focused on Gen Z and millennials. There’s a clear disconnect between actual purchasing power and marketing focus.
Brands like Uniqlo and Marks & Spencer have begun incorporating age-neutral yet elder-sensitive elements into their designs—larger fonts, easy zippers, flexible cuts—without diluting their brand identity. These global examples show that it’s possible to appeal to both young and old without alienating either.
**Areas Ripe for Innovation**
The conversation touches on industries that are missing the mark—financial services, for one. The only solutions often presented to seniors are retirement plans. But why not pitch investment education, venture opportunities, or even digital banking for seniors? Similarly, travel and leisure need age-positive and inclusive experiences that go beyond pilgrimages.
Then there’s health and wellness. Most wellness products target either the very young or focus on geriatric care. What about mental wellness, lifestyle fitness, or beauty and grooming products for the vibrant 60+?
Even intergenerational products—ones that create shared experiences for grandparents and grandchildren—remain an untapped area. In a society where multi-generational households are common, elders have a strong say in family purchasing decisions—yet they’re almost never directly targeted in campaigns.
**A Call to Action for Marketers**
Sharmila strongly advocates for inclusive segmentation of the silver generation. Like any other demographic, this group isn’t monolithic. Their preferences, lifestyles, and aspirations vary dramatically. Some seek luxury, others seek simplicity. Some want tech-enhanced convenience, others value heritage and craftsmanship. But none want to be boxed into outdated stereotypes.
So what must brands do?
- Conduct in-depth qualitative research with seniors as key participants
- Co-create experiences with them—not just for them
- Design accessible luxury products and services
- Build age-positive narratives that celebrate their experience and individuality
- And most importantly, see them not as a niche, but as a powerful segment
**The Final Word**
The silver generation is not sitting back in rocking chairs. They are traveling, learning, investing, and influencing. As Sharmila says, they are not just a market segment—they are a market powerhouse.
It’s time for brands to stop looking past them and start looking at them—with respect, relevance, and recognition.
Inspired from episode: The Untapped Goldmine: Why Brands Must Pay Attention to India’s Silver Generation
Listen to the full episode with “Sharmila Das” on The Collaborative Canvas Podcast—now streaming on YouTube and Spotify.
Back to All Blogs