The millennials in India make for an interesting topic of study for any marketer interested in India.
As a marketer are you clueless about -- What millennials in India Want?Millennials are those born between mid-1970s to mid-1990s.
Millennials in India can be considered the starting point of the era from where the effects of liberalization start showing up. These millennials at at cusp. They have not fully emerged from the mindset of the previous generation, but they are aware of living in an economy which is liberalized.
At present these are the people having the spending power any marketer will be interested in.
What can be the starting point of studying millennial mindset in India
Go simple. Read Indian writer, Chetan Bhagat. An ex-banker, he's a millennial himself.He has written more than half a dozen books till now. He's sharp to pick the mindset of millennials in India.
An alumni of India's two prestigious institutions, the IIT and the IIM, and later a banker turned writer, Mr. Bhagat knows the pulse of India's millennials better than anyone else.
Because of this discreet understanding about India's 20-30 somethings, his books are best sellers in India. He's not only a best-seller, his fan base stretches across India.
Notably, he was rated as one of the finest writers from India by New York Times and Times magazine. A couple of his books are even adapted into Indian movies.
His books show an evolution from his first book in 2004 to 2016. That's his recent books show that he's digressing the upper line, and adapting his books for those born in 1990s.
Take for instance his book, titled 'Revolution 2020'. It's about two friends and their ladylove. It deals with love, corruption, and ambition. Like other books, this book as well is targeted at India's millennial. Although, they also target some movements which today have backing of those in their early 20s.
If you have not read the four other books of Chetan Bhagat, then, here are they:
Five Point Someone (was adapted into the movie ‘Three Idiots' in which Amir Khan played as the protagonist.”)
A night @ the call center
Three mistakes of my life
2 States: The Story of My Marriage
Half Girlfriend
Making India Awesome
and other books.
If you want to know India's Youth better, then do read Chetan Bhagat.
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