The decline of respect and the rise of the Indian individual
"I've learned that our background and circumstances may have influenced who we are, but we are responsible for who we become," James Rhinehart
Each one of us is a product of the socio-cultural milieu that forms our background. Being a part of this cultural context helps us know how others from a similar cultural context think. Brands operate in a socio-cultural context and marketers use their understanding of this context to identify ways to bring about a natural connect between brands and consumers.
This closeness to the context, while useful in helping understand consumers, also makes it difficult to notice changes that are subtle yet impactful. This is because of the blind spots imposed by our background. A conversation with an observant foreigner visiting India will highlight just how stark the difference is between what he notices and what Indians notice. While he notices the difference between his cultural context and ours; Indians being used to their context don't notice things that seem mundane or normal.