Brand consciousness is awareness about the name/identity of a product/service. It helps a consumer to differentiate a product/service with other similar kinds of products/services and it generally associates with the attachment and loyalty towards the particular brand. It not only shapes the pre-purchase planning and purchase behavior but also influences the post-purchase outcomes such as satisfaction, regret etc. Earlier research shows that brand consciousness is an individual difference, some of us are very high on that and some even do not care about the name of the product/service. The present study explores how social comparison, Facebook use and visiting mall influence the brand consciousness of Indian youth. A survey was conducted on 450 college students (mean age= 20.61). Brand consciousness scale by Nelson and McLeod (2005) and social comparison scale of Gibbons and Buunk (1997) were used. Facebook use was measured by Ellison, Steinfield and Lampe (2007) Facebook intensity scale and mall visit was measured by self-reported frequency. Results of study shows positive correlation of brand consciousness with social comparison, Facebook use and mall visit. Hierarchical regression shows the significant effect of social comparison, Facebook use and mall visit on brand consciousness after controlling age, gender and other demographic variables. The findings demonstrate that there are several factors help in growing brand consciousness among youth some of them are individual traits such as their social comparison tendency and some are more related to market and marketing such as mall visit. The study explains that with increasing purchasing power and globalization the consumer behavior is also changing among Indian urban youths. The results are disused in the light of Indian socio-economic context.