Project Gen Y

1) Lifestyle
a. Nightlife
b. Laid back attitude
c. Nuclear Families
d. Sports
e. Fitness

2) Tech Savvy
a. Mobile Phones & Internet

3) Fashion
a. Western Culture Influence
b. Shopping Trends
c. Brand Conscious
d. Mall Culture

4) Social Habits
a. Smoking, Drinking
b. Identity Crisis

5) Net over Books

a. Education
b. Recipes for Housewives
c. Replacing Newspaper

6) Being Independent
a. Exploring
b. Confident
c. ?? Money Love Equation ??

7) Challenges faced are more

a. Competition begins at school
b. Teen Crime

8) Food habits
a. Indian cuisine in 4th in line after Chinese, Italian & Mexican
b. Cold drinks and alcohol rule milk products out

9) Women Empowerment

10) Media Trends

a. Change in Television Viewing –cartoons, music channels
etc
b. Hollywood over Bollywood
 c. English TV shows over Indian

Toughness is in the soul and spirit, not in muscles

Indian Youth Facing Identity Crisis

Youth of India are facing a time of identity crisis. They are split among their status
groups, income groups, and generation groups among others. They are fraught with
anxiety over their conflicting image. They have a desire to uphold their Indian traditions,
while similarly attempting to keep up with, or advance beyond, the West. However,
desires, behaviours and attitudes are so varied amongst Indian youth that it would be
difficult to indicate a single direction this group might take.
Identifying with the West
Young people from more closed social spaces (such as urban bastis) felt a commonality
with an image of a group of young people from the United States. For them it indicated
‘all friends together’ and ‘unity’. However, the sense of comradeship in the image has an
aspirational quality to it. The depiction of peer bonding and freedom is in contrast to their
lived experience set by family and community.
Indian youth seem to want the best of both worlds; they want to see themselves as similar
to their Western counterparts, but they also want to retain a certain ‘Indianness’. This
cultural hybridity is reflective of a dual youth identity. It maintains the cultural identity of
the nation’s youth while allowing them to feel a sense of global youth culture across
borders.