The financial attitudes of the typical Indian family unit are changing – the notion of joint responsibility in financial matters is a top shift in attitudes among men and women across income strata and regions, and this will have an impact on brands and businesses.

Why it matters

It's becoming more common for the entire household to take responsibility for its joint savings and investment needs in  quest of a better life, opening up an opportunity for financial brands and businesses to partner consumers.

Takeaways

• The shifts in financial attitude reflect a larger shift globally, with an increasing interest in...