About the Book: Yuva India: Consumption and Lifestyle Choices of a Young India
Deep dive into Yuva India and discover how the lives of Indian youth are
converging on a composite identity.
Yuva India takes a deep dive into the lives of Indias young men and women. In
unravelling what makes them tick, Yuva India uncovers the phenomenon of
attitudinal convergence that is rapidly growing across youth cohorts in India.
Tracing its origin to the arrival of 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