‘And-ness’: the key to the changing Indian consumer

Hamsini Shivakumar

Hamsini Shivkumar, vice president and head of planning for JWT Mumbai, describes India today as a modern society with strong traditional roots.

'And-ness': the key to the changing Indian consumer

Hamsini Shivkumar

Modernisation theories propose that the central challenge for developing economies is to manage the transition from traditional to modern societies. India is confronting this challenge. In the 15 years since liberalisation, urban Indian society has become consumerist in its orientation. And in the decades since independence, urban Indian society has adopted many modern western values. As a result of the political, social and economic changes of the past six decades, today, urban India can be described as a modern society with strong traditional roots.

What are these modern values and...

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