At 10.30 on a Saturday night, Mumbai splits into two cities. One is the neo-streetwear-styled queue. The other shuts the door on noise. The second group prefers soft lights, chairs that invite a bit of lounging, playlists turned to a lower decibel, and conversations you can actually hear. For many in their 30s and early 40s, this avatar of the city has become the destination.

According to TechSci Research Report, India’s Pub-Bar-Café-Lounge (PBCL) market was worth approximately $3.07 billion in 2024 and is projected to reach roughly $4.64 billion by 2030. Data signals that those beyond 30 spend differently. The pandemic rewired social behaviour. Many patrons developed a taste for smaller, safer gatherings. So while Gen Z might still pick noise and novelty, Millennials would rather hang out at bars where they can converse with ease over some well-crafted drinks and food. Millennials spend more per year on dining out than Gen Z, trading frequency and virality for higher per-visit spend. That’s why, hospitality groups see real money in patrons who will trade a night of dancing and revelry for a reliable night, worth repeating.