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Scrutiny
  
Indians Rising
Taste the West while being in East
12/06/2008

All the happiness of life lies in the Western Countries is no longer a reality; feel upwardly mobile young Indians. Graduates from IITs and other Engineering Colleges, or from IIMs and other top Business Schools command income packages that are indistinguishable with their Western counterparts.

Their tastes are similar with the rich young Westerners-many own high-end luxury cars and wear designers clothes, employ maids and a full time cook, and regularly vacation abroad. By 2025, there will be 9.5 million Indians in this class and their spending power will hit 14.1 trillion rupees- 20% of total Indian consumption. Long-established spending attitudes are already changing rapidly. For generations, Indians did their daily shopping at fresh-food markets and regarded packaged foods as ‘stale’. However, just like their Western counterparts, a new generation of busy urban Indians is starting to appreciate the convenience and choice offered by packaged foods.

Therefore the professional Indians are getting a lifestyle of the developed world even after being in India. This adds to the belongingness and cultural compatibility to the affluent lifestyle they already have and would like to have. The bonus is the legacy of ‘best of both worlds’ to the young and vibrant professionals and upwardly mobile Indians.

By:- B&E
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