Gen Z has become a national obsession. Brands want Gen Z. Luxury wants Gen Z. Media wants Gen Z. Advertisers want Gen Z. Apparently, simply announcing "we are targeting Gen Z" makes even an ageing brand sound young again. Even companies increasingly want workplaces populated by Gen Z. In short, the youth has become synonymous with both being relevant and 'super cool'. India has rightly celebrated its demographic dividend. But somewhere along the way, "young India" became the only India worth wooing. The 40-plus consumer barely gets a look-in. Cross 60 and you become a "senior citizen" - marketed insurance, medicines, retirement homes and assisted living. What happened to aspiration, ambition, sex appeal and plain old fun? Travel entrepreneur Devendra Parulekar, founder of Saffron Stays, shares how silver economy is their most interesting and fastest growing segment as on date: "Senior citizens are the most interesting customer segment because they are both time rich and money rich."

Historically, Indian........

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