India: one in a billion - predicting future trends by studying prosumers

Suman Srivastava and Nikhil Rawal

As the world becomes a smaller place due to globalisation, and brands also become increasingly global in scope, young people in India, China, Mexico and Brazil face a deluge of western influences.

India: one in a billion – predicting future trends by studying prosumers

Suman SrivastavaEuro RSCG, India

Nikhil RawalIMRB International, India

THE GENESIS

As the world becomes a smaller place, and brands become increasingly global, it seems almost evident that we are living in a single continent rather than many. There seems no better benchmark to this phenomenon than youth across the world. Seemingly, they look the same, they dress similarly, the personalities seem to be congruent and their expressions of issues remain largely identifiable across the globe. They have given birth to global brands like Levi's, McDonald's, Nokia,...

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