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

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....

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