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  • What does it mean to be Indian in 2018?
  • What does it mean to be Indian in 2018?
    Jose Aragones (2018) ©

A Cultural Snapshot of India

How does religion shape consumer decisions in India? Why is cash still king despite rapid digitisation? And how are young people grappling with the idea of inclusivity? This Cultural Snapshot uses local stats and case studies to explore behavioural norms shared by Indian people in 2018.

Location India

Culture is notoriously difficult to define. You might know culture when you see it, but could you describe it? For us, culture means the behavioural norms shared by a group of people – the things that are learned socially, rather than inherited genetically. So, culture doesn’t drive the desire to eat, but it plays a big part in determining what food you choose. It’s also constantly on the move. Some aspects of it faster than others.

Anthropologist Grant McCracken divides it into ‘fast’ and ‘slow’. Slow culture shifts over centuries, while fast culture can change in just a few ...



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