Generational cohorts in India are never homogenous. In such a complex and diverse country, there
are clear distinctions in the context and attitudes of urban, “small-town” and rural groups, even from the same generation, and understanding that is a story unto itself. However, understanding the attitudes and aspirations of the urban young is a great starting point, as these eventually find reflection in the larger groups throughout the rest of India.
India’s urban young aren’t the same as their western counterparts. Yes, living in an increasingly globalised world engages them in similar debates about geopolitics, draws them towards the same content and even leads them towards the same social and environmental causes. But that’s only scratching the surface.
To truly understand this generation, we must understand the context they come from….