Culture shift: How financial attitudes in India are changing

The financial attitudes of the typical Indian family unit are shifting and Wunderman Thompson’s Shaziya Khan examines the impact that this will have on brands and businesses.

This article is part of a Spotlight series on the Fintech Revolution in India. Read more

Noticing a new consumer culture shift related to financial matters in India, the WT South Asia strategic planning team saw its impact extend across banking, investing, insurance and nearly all purchase decisions of consumers, both short-term as well as long-term.

Thus, the team conducted a syndicated nation-wide study to get a deeper understanding of the changes in financial culture among today’s Indian consumers, titled the WT Culture Muscle Finance Study, from which this article aims to unravel the intensity...

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