Introduction

Abstract

In a relatively short time span of 20 years, India has moved from pavement markets to swanky malls, from frugal-minded consumers to those wanting it all, and from a population largely obsessed with celebrity gossip to one which yearns to gain knowledge. India is taking wing. It is not simply because India is set to become the fastest growing major economy in the world. The combination of a large, young working population, rising income levels, overwhelming consumer optimism and increasingly urbanized lifestyles is driving consumption growth in India.