If you were ever given a chance to revisit your college life, would you do it? I think “no” is rarely the answer. But when we say college life we can only wait for studies and that placement drive. All we could do at that time was look at these ivory towers and wish that our lives would be “so perfect” if we could enter one of them. Well, what if I say that students studying in colleges are thinking differently now? Yes, they no longer wait for placement drives. For a growing number of Gen Z students, college is no longer just preparation for the “real world.” This is the real world, where ideas are tested, brands are built, and risks are taken quickly. No more waiting for that one “offer letter” to give them a pleasant surprise. Instead, Gen Z is choosing to experiment and turn their passion into an income stream.
Where canteens double as markets.
Esha Saxena who graduated from University of DelhiK Shyama Prasad Mukherjee College Don’t wait for a job offer to start earning. He built a thrift store while still in college, the simplest form of marketing, relying on his network. “My friends supported me by modeling for photos, helping with rails, and ordering from my store. College gave me direct contact with my target audience. It was like a live testing ground for trends and styles,” he told TNN.There is a quiet confidence in the way she talks about starting early. “I could test styles, pricing, content ideas and get instant feedback. Starting early allowed me to make mistakes and learn before turning it into a full-time business. It gave me a head start not only financially but mentally as an entrepreneur,” she added.
Not just a business but a breathing space
For many students, these projects were not started with profit in mind. They ran as an escape. Between assignments and exams, creative work has become a way to stay sane. And somewhere along the way, that creative outlet starts to pay off.Rasho Benwal, who runs a crochet business, sees it as more than just selling products. “Working as a creative outlet, crochet allows me to experiment with different designs, colors and ideas…making something is very calming and meditative,” she told TNN. It’s work, but it doesn’t feel like the kind that drains you.This is perhaps the clearest difference—these businesses are built out of passion, not pressure. And that makes all the difference when things get tough.
Instagram first, everything else later
If there is one tool that has made this change possible, it is social media. For Gen Z, platforms like Instagram aren’t just for scrolling, they’re storefronts, portfolios, and marketing engines all rolled into one.“Social media is the first place Gen Z discovers new brands,” said Benval. “A clear identity and active presence helps small businesses like mine build visibility and trust.”But the online world is only half the story. Offline, college fairs are important. They bring visibility, footfall, and something that social media can’t quite replicate — face-to-face reactions.Ariba Rasheed, a Masters student at Jamia Millia Islamia, has used these spaces to grow her small business. Be it crocheted flowers or freshly baked brownies, her stalls attract attention. “College fests give me an opportunity to showcase my products and help me find new customers for my business,” she told TNN.
It started as “just for fun”.
What is surprising is how many of these projects were never planned. Laiba Ansari didn’t sit down with a business strategy. She started with an Instagram page, selling hijabs almost by accident. “I didn’t know it would turn into a full-fledged business… I just created an Instagram page and started posting for fun,” she told TNN.Today, that casual beginning has grown into something much more organized, a physical store, a small team, and a stable customer base.But the biggest change, she says, has been internal. “It’s also helped me grow socially… running this business has molded me into a stronger version of myself.”
Grinding behind the glow
It’s easy to romanticize the student entrepreneurship, the rails, the aesthetic packaging, the growing number of followers. What is often not seen is the discipline required.Balancing lectures with orders, delivering material between classes, planning shoots around exams is a constant task.Saxena approached him methodically. “I was very deliberate with my time. I would set aside days for studying and days for managing orders, shooting and sourcing,” she said. She admits that her motivation came from knowing that she was creating something of her own.For many, a support system becomes the backbone. Encouragement from friends and family often makes the difference between giving up and moving on.“Continuous support from my friends and family motivates me to continue both my studies and managing my business… appreciation motivates me to keep going,” said Rasheed.
More than a trend
What’s happening on campus doesn’t feel temporary. It’s not just about a few students trying their luck. It’s a broader shift in how a generation thinks about work, risk and freedom. Gen Z is not waiting to be developed. They are starting anyway.And in doing so, they’re quietly rewriting the rules, proving that sometimes, the most important college lessons aren’t found in textbooks but before someone tells you you’re ready.
