At Market Vistas, we’ve noticed a powerful generational shift that’s been cropping up across multiple consumer studies: today’s young Indians are entering the credit ecosystem far earlier than previous generations.
This isn’t just about easier access to loans—it’s about a change in how people perceive money, debt, and financial independence.
From “Save, Then Spend” to “Spend Smart, Pay Later”
Older generations typically approached credit with caution. Borrowing was often reserved for major life stages—buying a home or starting a business—and usually came after years of saving. Fast forward to today, and we see a dramatically different mindset.
Young professionals, particularly those in their 20s, are comfortable using credit as a financial tool from the start of their careers. Credit cards, personal loans, and consumer durable financing are no longer taboo—they’re tools for convenience, lifestyle, and flexibility.
Why Is This Happening?
Across our research, a few clear factors stand out:
- Digital-first finance: App-based credit, BNPL (Buy Now, Pay Later), and instant approvals have removed the friction once associated with borrowing.
- Rising disposable income: Many urban youth now begin their careers with better pay and quicker financial independence than earlier generations.
- Cultural shift: There’s a growing acceptance of credit as a tool, not a burden—especially when it helps build a lifestyle or unlock opportunities.
- Financial literacy: Better awareness around credit scores, repayment options, and digital tools has made younger consumers more confident borrowers.
What This Means for Brands & Financial Institutions?
For businesses, this trend is more than just a shift in age—it’s a shift in expectations.
- Design for early starters: Credit products need to be intuitive, flexible, and digital-first.
- Educate, don’t assume: Younger borrowers may be confident, but they still need guidance on responsible borrowing.
- Think long-term relationships: Capturing a consumer early creates an opportunity for loyalty—if managed well.
Bottom Line: The borrowing journey is starting earlier than ever. Brands that understand the motivations and expectations of these young credit users will be better positioned to build lasting financial relationships.
Want to decode what tomorrow’s borrowers are looking for?
At MarketVistas, we specialize in uncovering actionable consumer insights that help brands stay ahead of changing behaviors. From in-depth generational research to category-specific trends, we turn data into strategic direction.
Let’s talk insights that lead to impact.
Reach out to us to explore how we can support your next big move.