Millennials are also called Gen Y and are born between 1982 and 2004. They constitute 27 percent of global population and 34 percent of Indian population. They play an important role in driving consumption demand in consumer markets in India. Out of their monthly income, they spend a large portion on necessities, and education utilities. They spend the extra money on entertainment, dining, outfits, accessories and electronics. Accommodation on Airbnb is mostly booked by millennials. They prefer customised brands and personal experience. They are after fitness apps and health pursuits. They prefer personal care products which are organic and natural. They like value-for-money products, but value time, and for the sake of convenience they are ready to pay a premium. Older millennials invest in real estate. They have low-attention span and prefer short messages. They also adopt sharing economy.