India’s ‘generation now’

The Inma Martinez quote in my previous post is quite interesting. Interesting, at least, on two counts: (a) the ‘generation now’ description she applies to herself, and (b) her use of various media for her music: mobilephone (ringtone), music system (album), computer and online (iTunes), iPod (personal, and on demand). All for the same song! I guess she is watching the video of the song on TV or online as well. If anything, ‘generation now’ is (a) consumed with music, and (b) truly wired.

I wonder if this is true for India as well. Yes, it is, to an extent. In India, ‘generation now’ – as described here – is a very small segment of the country’s population: perhaps only 1% of the growing 1.2 billion (approx.) people. But, nevertheless, it’s a trend-setting segment and all marketing eyes are upon it. For, even this 1% is a huge consumer base for brand marketers of, say, mobilephones, mobile services and music.

Culturally, India’s ‘generation now’ is decidedly urban and somewhat spoilt, comprising of young adults who have been brought up to expect a great deal from life: material possessions, money, praise and even fame. Mind you, this description isn’t very different from the ‘generation now’ of the US or Europe. However, there is one big difference: India’s ‘generation now’ continues to live at home with parents, forfeiting an independent life and the struggles that come with it.