A tale of two giants: unlocking the DNA of Chinese and Indian consumers
Chirajeet SenguptaGroup Manager, Evalueserve, India
INTRODUCTION – CULTURAL TRANSITION IN CHINA AND INDIA
“Strolling down Shanghai's boulevards, one sees well-dressed young Chinese constantly talking on their mobile phones, switching easily between English and Chinese. They jam the city's Western-style bars and discos, even on weekday nights. They work with Internet startups or western firms. They are ambitious and confident. They are the models for Generation Yellow [equivalent to the X-Generation] – the rising middle-class in China, aged 18 to 35 - and they are...