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economictimes.indiatimes.com / 1 year ago
livemint.com / 1 year ago
economictimes.indiatimes.com / 1 year ago
Young India sees consumption as just another activity, not an identity marker
Subscribe to enjoy similar stories. Discussion around youth consumption in India has been largely focused around observed purchasing behaviour. Despite its enormous value in guiding marketers, two key questions have been left to the realm of assumption rather than data-led insights: one, the larger and more foundational question of where consumption is located in the overall canvas of life aspirations, dreams and emotions of ‘mass’ or mainstream young India.
Two: the ‘state of mind’ or zeitgeist that fundamentally shapes the lives of this cohort. This is the territory of our last column in this series. Taking the second question first and drawing on what has been discussed in our previous columns: Despite being a cohort that is tired and entropic from pitting large amounts of agency in the face of an unsupportive structure, rebellion is not its state of mind.
Young people do not feel betrayed by national systems. Instead, they accept an opaque and faceless ‘market’ as being the arbiter of jobs, even as progress in the nation is interpreted as the development of market conditions for work. They do not have a mind state of frustration either (so far).
This is, we argue, because of their ‘waiting room to a better place’ nature of hopeful living in the tough present, while planning for a stable and secure low-pressure future. Increasing individualization along with the lack of a strong collective peer culture, leading to loneliness and emotional fatigue, is an area of felt pain, though. Also, the leitmotif of young India is a mind state of fragmentation, echoing as it does the fragmented and fraught nature of their everyday lives.
Read on livemint.comThe same topic in other media
Zoho’s Sridhar Vembu shares how young Indians can stay at home and still be successful in life economictimes.indiatimes.com / 1 year ago
700 to 8,000: HUL's influencer roster swells over tenfold in a year as it chases young buyers livemint.com / 1 year ago
'Not 90-hour weeks': Shark Tank's Anupam Mittal shares 3 fundas for getting promoted fast in current tough job market economictimes.indiatimes.com / 1 year ago
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21.05 / 10:17
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How chronic illness became a starting point for artistic alchemy for Koshy Brahmatmaj
Subscribe to enjoy similar stories.Pain is invisible; the sufferer has to make noise for it to be acknowledged, treated or accepted. Mumbai-based artist Koshy Brahmatmaj, 34, lives with chronic endometriosis, a painful condition that afflicts millions of women around the world.
21.05 / 10:17
markets
UPS
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Even at $5 trillion, Nvidia is underappreciated
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21.05 / 10:17
markets
Digital
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RK Swamy bets on integrated advertising model as global agency giants split media and creative
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21.05 / 09:47
markets
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FPIs exit Korea & Taiwan: Is India ready for the flow rotation?
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PI Industries’ weak core business keeps investors on edge
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21.05 / 09:47
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‘Should I Marry a Murderer?’ has left audiences stunned but what they saw wasn’t all that bizarre
Subscribe to enjoy similar stories.In the new Netflix documentary series Should I Marry a Murderer?, Caroline Muirhead, a Scottish forensic pathologist, falls in love with Sandy McKellar, a man who, after proposing, reveals to her that he and his brother have committed a homicide. What follows is baffling: Even after Muirhead turns him in to the police, she returns to his side.
21.05 / 08:45
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Secured credit cards: Unlocking credit and building a credit score for millions
Subscribe to enjoy similar stories.There has been growing awareness about credit cards in India, but the number of users still remains low, with 118.6 million credit cards issued as of end-March, a penetration of only 8.5%. This is because of strict credit appraisal processes that leave a large segment of the population underserved.In such a scenario, customers can opt for a secured or fixed deposit (FD)-backed credit card instead of the ubiquitous unsecured card.
21.05 / 08:45
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Forensic audits support corporate-fraud probes and IBC cases but still lack enforceable standards
Subscribe to enjoy similar stories.Forensic audits have gained significance in today’s world of business as they serve as a useful tool for commercial lenders to investigate fraud by borrowers and/or identify other deep-seated financial irregularities. Forensic auditors are also employed by resolution professionals to report on preferential, undervalued, fraudulent and extortionate (‘PUFE’) transactions for adjudication under India’s Insolvency and Bankruptcy Code (IBC). While there is no single universal definition, several globally recognized organizations have provided widely accepted definitions (and norms) of forensic auditing.
21.05 / 08:45
UPS
Manufacturing
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Why Dixon, Syrma and Kaynes are moving beyond smartphones: margin pressure
Subscribe to enjoy similar stories.MUMBAI: India’s listed electronics manufacturers are under pressure to defend profitability as the mobile-phone assembly boom slows, prompting a shift towards higher-value industrial electronics.Investors remained jittery through the last fiscal, driven by concerns that slowing consumer sentiment could weigh on the rapid growth that electronics manufacturing services (EMS) firms have delivered so far.In an interview with Mint, Jasbir Singh Gujral, managing director of Syrma SGS Technology Ltd, India’s second-largest listed EMS firm, said, “We’re increasingly looking to capture a larger chunk of contracts from defence, aerospace and med-tech verticals, all of which represent opportunities for original design manufacturing, and also bring significantly higher margins. We’ve already started this transition, and we plan to do more of it this fiscal.”Beyond mobile phones and laptops, EMS firms are expanding into smart metres for electricity boards, aerospace and defence subsystems, railway safety instrumentation, printed circuit boards and display assemblies, and medical devices deployed in hospitals.India’s annual mobile phone shipments have remained subdued since the covid-19 pandemic, with industry estimates pointing to a single-digit decline this calendar year from 152 million smartphones shipped last year.The margin pressure driving this shift is increasingly visible.In FY26, Syrma SGS reported an operating margin of 7.1%, up 2.3 percentage points.
