Frames 2006: What Do They Think Of Young India

There is more. Here is the Day Three coverage of Frames 2006 by Prashant Sethi.
Is India young? Well, just to put things into perspective, 65% of the total Indian population categorizes as young and even in the next 20 years India will still remain a young country with an average age of about 30-31 years. Out of this about nine million people or consumers are in the age group of 12-25 years. If we try and see the change in identities of these new young Indians we’ll notice that the old identities were based on cast and community, socio-economic group, religion, occupation and on local and regional divide. These have been replaced by – me and my dreams, Indian, westernized and global.
Me and my dreams represents that these young Indians have a lot of confidence and optimism about themselves. They have the aspiration and the desire to achieve success. The role models of these young Indians are also different; the role models these days are Mukesh Ambani, Rahul Dravid and even Bunty Aur Bubbly. These young Indians want to achieve their dreams at any cost and at times for them the end justifies the means. They also hold pride in being an Indian. They are comfortable with Armani as well as FabIndia, Mc Donald’s as well as Haldiram, Harry Potter as well as Hanuman.
The young Indians are more American/ European than they are Asian, they get excited with the freedom to think, speak and do. They talk about Manchester United and Formula 1 and comprehend billion dollars better than billion rupees. George Bush and the Iraq issue work them up.
The next question that comes to our mind is – What is the young Indian up to? They have new job opportunities and avenues like adventure tourism and DJing, have a high disposable income and the most important — a large number of working women. They are of course network and media savvy which provides them with a high level of interaction and a very open lifestyle.
What are these young Indian’s doing? The top three entertainments for the young Indian’s are gaming, films and hanging out. (It is not surprising then that Caf

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