Overview of Yuva India: Consumption and Lifestyle Choices of a Young India Book

Deep dive into Yuva India and discover how the lives of Indian youth are converging on a composite identity. Yuva India takes a deep dive into the lives of India's young men and women. In unravelling what makes them tick, Yuva India uncovers the phenomenon of 'attitudinal convergence' that is rapidly growing across youth cohorts in India. Tracing its origin to the arrival of and exposure to a 'composite culture', the research behind 'convergence' zeroes in on how a young India is defining itself using new-age sensibilities. Drawing on insights collected over a decade, Ray documents and analyses how young men and women in India approach issues of identity, image, sexuality, spirituality, personal relevance, social connections and community and professional pursuits. Filled with numerous firstperson accounts and brand stories, Yuva India provides an insightful understanding of India's most valuable asset, its youth population.

• Book Type :

Business, Strategy & Management

• Book Binding :

Paperback

• Language :

English

• Number of Pages :

• ISBN - 10 :

8184006519

• Yuva India: Consumption and Lifestyle Choices of a Young India Published On :

18 Mar 2015

• Resource:

Business & Economics, Business, Strategy & Management Books for Students, Teachers, Graudates, Professionals and all others

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