Generation 'I': Three trends among Indian youth

This article identifies three trends among Indian youth – and their implications for brands - based on research into popular culture and interviews with students.

Generation 'I': Three trends among Indian youth

Vartika SahaniCheil India

India's youth, and the way its attitudes change, are key concerns for brands. Over time the country's youth has stood for very conspicuous ideologies. These beliefs help demarcate...