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  • Young Indians are global consumers with modern values
  • Young Indians are global consumers with modern values
    Maciej Dakowicz (2013) ©
REPORT

Keeping up with the Kapoors

Today's young Indians aren't 'Indian' at all. They're global consumers with modern values and a growing desire for an international lifestyle. And the world is beginning to take note.

Location India

Scope
The young Indian of today is truly unrecognisable to older generations. He wears torn and faded Levi's bought at premium price, which look to his parents like hand-me-downs, and he hasn't missed a single episode of Homeland. She read Fifty Shades of Grey two weeks after it first came out, and spends her afternoons meeting friends in Starbucks, buying cups of coffee for 'about a hundred bucks' apiece.

Today's young Indians, in fact, aren't 'Indian' at all. They're global consumers with modern values and an increasing desire for an international lifestyle. And the world is beginning to take ...

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