Yuva India takes a deep dive into the lives of Indiaas young men and women. In unravelling what makes them tick, the book uncovers the phenomenon of aattitudinal convergencea that is rapidly growing across youth cohorts in India. Tracing its origin to the arrival of and exposure to a acomposite culturea, the research behind aconvergencea 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 Indiaas psyche to make sense of their aspirations. Filled with numerous first-person accounts and brand stories, Yuva India provides an insightful understanding of Indiaas most valuable asset, its youth population. The present and the future of Indiaas 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.
|Publisher||:||Random House India - 2015-02-25|