ABSTRACT
The millennial experience in developed countries is therefore very different to that which prevails in India, and to a large degree, other emerging markets. To understand the Indian millennial mindset, and the huge potential it offers, it is necessary to recognise the complex context out of which it has surfaced. Seventy years after a traumatic and blood-stained birth, India is experiencing a period of profound transformation. A flood of young Indians are throwing off the shackles of ‘old-thinking’, while in some quarters an older generation hang on to old certainties. Economic advancement is a strong and important motivator for young Indians. The Economist has made few friends in India with its sustained critique of that received wisdom. The reality is that mass middle India does present a huge opportunity but it is far from a homogenous group. The ability to understand the nuances should be integral to any strategy that seeks to engage young India.
