This paper targets those seeking to appeal to the world's most crucial consumer segment. Despite comprising 50% of India's population, women influence over 85% of products and services. Educated, influential, and financially independent, today's women possess significant purchasing power, impacting both household and family spending decisions.

Straddling between two mindsets, liberalising yet conforming, the millennial generation is confused and polarized. Our publication throws light on the templatized upbringing of this generation in a fast paced evolving world and gives a peek into their dilemmas, what influences their lifestyle choices and their views towards the world.

As we turned 5, we wanted to share the 5 most exciting themes that we were witnessing in the world of behaviour, strategy and design. Jigsaw 5 is our unique view of the world from the 5 years that we’ve been around.

From playing online tambola and making dalgona coffees last year to accepting the lockdown and the life it brought upon us, something in us has shifted. We have changed and so have our habits, behaviours and coping mechanisms. Shift is a compilation of personal essays from team Jigsaw, where we take a hard look at our own transforming priorities and map it into the urban Indian consumer behaviour at large.

This book digs deep into the socio-cultural underbelly of suburban Mumbai and the reasons why people move to a new house. This exploration dissects the life that they are living right now and gives a snapshot of the life they wish to have. By bringing empathy and deep consumer understanding to the practice of architecture, we explored the dimensions of the life and living of suburban Mumbaikars.

In the sixth episode of Brand Studio Live a series that gets the brains behind India’s top brands to decode marketing innovations and more, 8 marketing mavericks outlined how companies can reach out to the new-age woman.

In a special episode of HT Brand Studio Live held at KidZania, eight leaders discussed how brands can engage effectively with children.

From the badass body positivist to the adventurous woman who loves to explore and the helicopter parent who juggles her responsibilities with singular success, the modern Indian woman has manifold shades. We discern nine eye-catching silhouettes and the layers beneath.

We’ve seen them soar. We’ve also seen them stumble and fall. A number of them have got up, dusted themselves and walked right along whereas a number have packed their bags and gone back, having burnt their fingers in a market that’s as confusing as it is enchanting. One thing that stands out is the nature of Indian relationships and how passion-driven we are as a race.

People don’t buy products, they buy a set of values and beliefs that resonate with their own.

Gen Z’s relationship with brands is also multi-layered. Beyond being a possession, a brand provides access, becomes an important form of self-expression, and also becomes a platform through which they can display and practice their ethical concerns.

Modern marketers must understand the power of intuitive or gut-based thinking about brands. With very little research in the area, there is much guesswork on what works and what doesn’t. But there are some basic rules of thumb that can be used to bring in the emotive understanding and influence decision making in favorable way.

Adgully’s seminal event – Women Disruptors Summit & Awards – turned the spotlight on several pertinent issues related to women in the workforce. The session on ‘Entrepreneurial Spirit of Women’ delved into the prevalent perception of businesswomen in the industry, self-made women and personal stories of entrepreneurship, as well as what women bring to the table.