It appears that Millennials are once again at the centre of attention. Business analysts have attributed the decline of numerous industries to the preferences of younger generations. Our enthusiasm for artisanal enterprises has adversely affected traditional department stores. The rise of streaming services has significantly diminished the viewership of cable television. Our inclination towards casual relationships rather than marriage has resulted in a decrease in diamond sales. Additionally, we show little interest in golf, long-term employment, or handkerchiefs. Instead, we allocate our resources towards experiences such as pizza-making workshops, pottery classes, knitting circles, hula hooping, heritage tours, and even pickleball.

What lies ahead? The younger demographic is now gravitating towards activities such as tufting, mixology, sound baths, watchmaking, perfume crafting, Japanese tie-dye, magic, acapella singing, and terrarium building. Many individuals are participating alone, with a partner, or alongside friends. Workshops have become venues for celebrating various occasions, including birthdays, anniversaries, and even breakups. Let us delve deeper into these emerging trends.

Tuft luck

Many individuals are unfamiliar with tufting, a technique that involves injecting yarn into a thick mesh using a specialized tufting gun to produce textured and plush rugs and carpets. Craftsmen typically secure their mesh onto a robust frame and utilize the gun to adhere to a specific pattern, employing yarns of various colours and textures to bring their designs to life. The satisfying sound of excess yarn being trimmed away adds an enjoyable auditory experience.

Sanchay Puri, aged 35, was inspired by a rug created by his friends at a tufting studio in Canada and recognized that this activity would appeal to young Indians as well.

This method is more accessible for beginners compared to crochet. A typical tufting frame can be completed in approximately two and a half hours, and upon completion, participants are able to take their creations home.

In April 2024, he launched Go Rug Yourself in Gurugram, providing tufting sessions and workshops that span three-hour intervals. “Our team introduces you to the fundamentals of operating the tufting gun for the initial 10-15 minutes before you begin your design. Rest assured, using the gun is simpler than it appears,” Puri reassures.

News of the venture spread rapidly, attracting over 500 customers within the first two months. “It is remarkably therapeutic, and maintaining a straightforward approach enables you to unwind and fully engage in the creative process,” Puri explains.

Participants create more than just rugs. With some planning and creativity, a session can yield either a two-foot rug or a piece of wall art. “One notable creation was a Spotify song code made by one of our customers. When scanned, it played his favourite song,” Puri shares. “It adds such a unique and personal element to the tufting experience!”

Treasure trove

Raunak Munot, aged 38, recognizes that the younger generation seeks more fulfilling activities beyond merely frequenting pubs, and shopping malls, or engaging with screens. In 2019, he co-founded Trove Experiences with a colleague to curate unique experiential activities in Pune, subsequently extending their offerings to Mumbai, Delhi, Bangalore, Hyderabad, and Goa.

The organization provides a variety of sessions, including mixology, perfumery, horology, Japanese tea ceremonies, aeromodelling, and culinary workshops. The enthusiasm of young Indians has often taken them by surprise. “A notable brand once proposed a hing tasting experience in Delhi,” Munot recounts. “With over 200 varieties of asafoetida globally, we initially doubted that this could constitute a full-fledged experience. However, one can never be certain.”

The horology sessions are frequently booked out well in advance, allowing participants to disassemble a watch movement. “As you meticulously take apart 25 to 30 intricate components, one by one, while using a loupe, you truly grasp the essence of ‘clockwork precision’,” Munot explains. “The term ‘complications’ used in the watch industry also begins to resonate.”

Pole dancing and graffiti are also highly favoured options. "While the original experience would typically take place on a city wall, we aimed to circumvent issues related to permissions, weather, and the need for a suitable space. Therefore, we collaborate with venues that allow us to set up two to three large canvases," explains Munot.

Approximately 40% of individuals who register for an experience at Trove do so alone. The remainder consists of couples on dates or groups of two to four friends. "We frequently observe that strangers become friends, with participants even creating their own WhatsApp groups centred around shared interests," he notes.

Moreover, Munot indicates that out of every 100 new bookings they receive across India, about 23 are from individuals who have previously attended a Trove Experience. Activities focused on wellness are particularly well-received. Their monthly ice bath sessions attract 15 to 20 participants for each two-hour event, with each participant paying ₹2000 to immerse themselves in a pod for eight to ten minutes, following a series of high-intensity exercises and breathwork.

Munot recognizes that young individuals are eager for novel experiences. He states, “The time we have spent online has fostered a significant desire for offline and tactile activities, particularly in the aftermath of the pandemic.” He further notes, “Moreover, Millennials are postponing marriage and parenthood, if they choose to pursue them at all, and they possess the financial means to invest in activities while seeking opportunities to connect with new people after relocating and leaving their close-knit circles behind.”

Consequently, his team curates activities that are innovative, visually appealing for social media, straightforward to engage in, hands-on, and can be mastered within a few hours. Upcoming offerings include horse riding, stargazing, and kitchen gardening. This is certainly a more appealing option than yet another rerun of The Big Bang Theory on the weekend.

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