In Touching Grass, District by Zomato examines shifting consumer behaviour in India’s going-out economy as audiences move from digital validation to physical experiences
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District By Zomato has unveiled Touching Grass, a new cultural and behavioural report that examines how Indians are redefining “going out” in a post-digital-saturation era. In a LinkedIn post, Rahul Ganjoo noted that the report aims to serve as a cultural compass for India’s fast-evolving going-out ecosystem, covering artists, venues, restaurants, creators, promoters, platforms and brands.
At the heart of Touching Grass is a deceptively simple question that District says it has been repeatedly asked since inception: how are people really going out today? Rather than focusing on surface-level trends, the report looks at the quieter behavioural undercurrents shaping nightlife, live experiences and social consumption across India.
According to the report, India is headed towards a cultural reset,one where presence is once again becoming a form of status. After years of hyper-digital engagement, social validation through screens and algorithm-driven discovery, consumers are increasingly valuing physical experiences, real-world connections and intentional outings. The act of showing up, the report suggests, is reclaiming its cultural currency.
Touching Grass reflects a broader shift in how Indians,particularly urban, younger audiences,are choosing to spend their leisure time. Rather than chasing constant novelty or virality, there is a growing emphasis on meaning, atmosphere and community. From live music and niche cultural gatherings to thoughtfully curated food and nightlife experiences, the report indicates that going out is becoming more selective, but also more purposeful.
Importantly, the report frames these shifts not just as lifestyle changes, but as signals for the entire going-out economy. For platforms, brands and venue operators, it underscores the need to move beyond scale-first thinking and towards experiences that prioritise depth, authenticity and emotional resonance.
By releasing Touching Grass as a public-facing document, District is also inviting debate and dialogue within the ecosystem. Ganjoo has described the report as an open invitation to read, question and reflect on what resonates,or surprises,industry participants about where India’s social culture is headed.
As India’s live entertainment, dining and nightlife sectors continue to expand beyond metros into newer cities and formats, Touching Grass offers an early lens into how cultural values around presence, community and real-world engagement could shape the next phase of growth.
The report is now live on Substack.