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.

Hospitality startup OYO has launched OYO Living, a co-living highrise for young professionals in four Indian cities. With students and young singles often rejected from India’s more traditional rental spaces, modern co-living high rises are helping a dismissed demographic to find homes.

My Indian Life is a podcast detailing the lives of unconventional young Indians. As a generation of young Indians shake off the conservative norms of their parents’ era, the podcast is helping to normalise and share an emergent set of societal values.

More and more Indians are embracing home-grown brands as they gain confidence in the quality of products made in their country. Delhi-based leather goods and clothing brand Cord is tapping into this, appealing to a new wave of luxury shoppers who want an alternative to international labels.