The changing mindset of a billion minds - mapping the emerging of India and its implication for brands and businesses

Dheeraj Sinha

The opening of the Indian economy has also produced a new, emerging Indian mindset that is finding its roots in the Kshatriya values of the traditional warrior class as opposed to the Brahminical values of the priestly knowledge class that had been the greatest influencer of the Indian mindset.

The changing mindset of a billion minds – mapping the emerging of India and its implication for brands and businesses

Dheeraj SinhaBates Enterprise, India

PREFACE

The opening up of the Indian economy has opened up the minds of Indians. The emerging Indian mindset is finding its roots in the Kshatriya values of the traditional warrior class as against the Brahminicalvalues of the priestly knowledge class that has been the biggest influencer of the Indian mindset so far. This paper maps the emerging mindset of India and how its cultural codes are changing. The study uses...

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