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Yuva India : Consumption And Lifestyle Choices Of A Young India
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Yuva India : Consumption And Lifestyle Choices Of A Young India

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Yuva India : Consumption And Lifestyle Choices Of A Young India

Ray Titus

Published by Random House India | Language - English | Binding - Hard Bound

Average Rating (197 Customers)

` 399 (16% off) ` 336

+ The price is inclusive of GST.
+ Free Shipping (for orders above `199).

Description

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 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. Filled with numerous first person accounts and brand stories, Yuva India provides an insightful understanding of Indias most valuable asset, its youth population.

About the Author: Ray Titus

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, hes worked at the Taj Group of Hotels, INI Technologies, Landmark Gulf Group and Cafe Coffee Day. Rays business articles and expert comments have featured in the Globe and Mail, Sunday Guardian, Voice of America, Telegraph, The 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. Ray lives in Bangalore with his wife, Alphy, son, Jaden, and daughter, Brooklyn.

Details

Book: Yuva India : Consumption And Lifestyle Choices Of A Young India
Author:
ISBN-13: 9788184006513
Product Code EBK0358657
Binding: Hard Bound
Publishing Date: 2015
Publisher: Random House India
Language: English

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