Yuva India

Consumption and Lifestyle Choices of a Young India

By: Ray Titus

Yuva India takes a deep dive into the lives of India’s young men and women. In unravelling what makes them tick, Yuva India uncovers the phenomenon of ‘attitudinal convergence’ that’s rapidly growing across youth cohorts in India. Tracing its origin to the arrival and exposure to a ‘composite culture’, the research behind ‘convergence’ zeroes in on how a young India is defining itself using new-age sensibilities.

Drawing on insights collected over a decade, Titus 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 its kind analysis, using comprehensive data from across the nation, he scrutinizes young India’s psyche to make sense of their aspirations.    

Filled with numerous first-person accounts and brand stories, Yuva India provides an insightful understanding of India’s most valuable asset, its youth population. The present and the future of India’s young it unveils will be invaluable not just for business and brand managers, but also for all those who wish to engage with them.

Author bio

Ray Titus is Professor of Marketing and Strategy at the Alliance School of Business, Alliance University. His teaching, research and business consulting interests converge on consumer behaviour and marketing strategy. Prior to academia, he’s worked at the Taj Group of Hotels, INI Technologies, Landmark Gulf Group and Coffee Day.

Titus’s business articles and expert comments have featured in the Globe & Mail, Sunday Guardian, Voice of America, Telegraph, Hindu BusinessLine and other leading media publications. He is also the co-author of the book Business Drama: How Shakespearean Insights Help Leaders Manage Volatile Contexts.