A Wonderful Example Of The Harmonious
Co-Existence of Dramatically Different Lifestyles And Cultures
India is a wonderful example of the harmonious co-existence of
dramatically different lifestyles and cultures within the same
geographical boundaries.
The generation corresponding to the baby boomers of the West (i.e. born
between 1946-64) have been catapulted from a public sector dominated
BHARAT with a negligible number of brands to choose from into a “brand”
new India with a liberalized economic policy and a deluge of international
brand names to select. Thus, the once thrifty Indian is now tempted with
delights he hitherto didn’t know existed. An increase in disposable income
is coming to his aid in falling to such temptation.
Then is the great Indian lower class – migrating to cities at a drastic
pace in search of a better life, bringing with them aspirations which are
sadly punctured by light pockets and lack of education. This section is
aware of the new lifestyle changes and is struggling to achieve them. The
Indian youth today is a fortunate bunch that has grown up in a liberalized
environment. They sport Levis (fake or original), love Eminem and dream of
making it big in Silicon Valley.
Thus, emerges the myriad pictures that constitute India.
She herself is a Kaleidoscope of culture, values and aspirations waiting
to be tapped by marketing companies in order to sell their products.
Yamini Singh, MICA, 2003-2005 batch
A Diverse Populace
India has been touted as a fast growing economy, a seat for BPOs, a
country with great intellectual capital and lots more. This might lead us
to believe that Indians are mostly the suit-clad office going types. Well,
they are, but a majority of Indians do not feature in this segment but
live a very different life.
For instance, what would depict India better is the Indian housewife who
wakes up early before the sun rises to cook for her family and send her
husband to office and kids to school. The focus is her family which is of
little surprise as the Indian culture has always been family oriented and
the woman has always been the ‘keeper’ of the home while the male member
is the ‘bread winner’. So, the lady is always willing to give up something
for herself and live a simple life with bare necessities while the best is
for the family. This attitude is typical of India’s large middle class.
However, India’s middle class is aspirational - always wanting to better
the neighbour. Therefore, though it is simple. Indian consumers are
opening up to new ideas and products and are willing to experiment as long
as they feel that they are still getting value for money and are able to
add to their standard of living or status in someway.
Two other large segments in the country are its youth and its senior
citizens. The growing populace of young professionals are more technology
savvy and want to live a good life specially because they have the power
to do so. They are thus looking at new products and want to live a
‘modern’ life which is manifest in them dressing more ‘internationally’ or
living a lifestyle which they feel they share with their global
counterparts.
That leaves us with the senior citizens – mostly retired but with a young
zeal for life. With most of them having kids settled in good jobs and with
a steady pension coming in, they feel relaxed and simply want to ‘enjoy
the last years’. Laughing clubs, senior citizen rallies, etc that are on
the increase, are just a way of expressing themselves and doing something
fruitful with their time. With their money, they splurge often on
themselves or on their families.
All in all India is still a diverse populace and anything said is little
said. It needs to be explored more to be understood more.
Bindu Thomas, MICA, 2003-2005 batch