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Yuva India: Consumption and Lifestyle Choices of a Young India

Price : $16.75
ISBN # : 9788184006513
Author : Ray Titus
pages: 192
Edition : Hardcover
Volumes : 1
Publisher : Random Business
Published : 2015

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 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 firstperson accounts and brand stories, Yuva India provides an insightful understanding of India s most valuable asset, its youth population.



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 Café Coffee Day. Ray s business articles and expert comments have featured in the Globe & 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

This book was added to South Asia bookstore on Tuesday 14 April, 2015.
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