Yuva India

Yuva India

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Yuva India takes a deep dive into the lives of Indiaa€™s young men and women. In unravelling what makes them tick, the book uncovers the phenomenon of a€˜attitudinal convergencea€™ that is rapidly growing across youth cohorts in India. Tracing its origin to the arrival of and exposure to a a€˜composite culturea€™, the research behind a€˜convergencea€™ 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. In a one-of-a-kind analysis, using comprehensive data from across the nation, Ray scrutinizes young Indiaa€™s psyche to make sense of their aspirations. Filled with numerous first-person accounts and brand stories, Yuva India provides an insightful understanding of Indiaa€™s most valuable asset, its youth population. The present and the future of Indiaa€™s young, it reveals, will be invaluable not just for business and brand managers, but also for all those who wish to engage with them.References INTRODUCTION: YOUNG INDIA AND THE ARRIVAL OF HOMOGENEITY ... http://www.marspvt.net/Marsproj/HindustanTimesMaRS YouthSurvey2013.pdf SOCIAL IMAGES AND IDENTITY: THE CRAFTING OF ... http://www.starscraze.com/2014/09/shah-rukh-khan-to-show-his-8-pack-abs-in- happy-new-year/ 7.

Title:Yuva India
Author:Ray Titus
Publisher:Random House India - 2015-02-25


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