ABSTRACT
The spectrum along which tradition and modernity play out is so vast that, like most things in India, it defies simple classification. Tradition and modernity bump into each other every day, in almost every aspect of life, sometimes running together in step, sometimes fundamentally at odds. The multi-dimensional nature of tradition and modernity, the ability to blend the new with the old, to aspire while respecting the past, to live in three centuries simultaneously, is something that distinguishes millennials in India from their international peers. Deferred gratification, the willingness to wait and see patience as a virtue, has traditionally been a feature of Indian societies. Hofstede’s model gives a picture of traditional India. As millennials earn and take financial control of their own lives, traditional models are coming under pressure. The UK’s position as a global leader in the financial services and creative industries seems consistent with the categorisation – its love of queue an anomaly.
