This is a selection of resources on India’s influential young available from the NLB catalogue or the Internet and is not meant to be an exhaustive list. If you know of or come across more useful resources, please drop us a note so that we can share them with our readers.
NLB print and digital resources
India rising: Tales from a changing nation
Formerly a “lumbering elephant of Asia”, India’s economy is now growing fast. What are the factors contributing to India’s rise? This book describes how India’s progress in the 21st century, while filled with tension and uncertainties, is full of hope and optimism. With over 500 million Indians below the age of 25, the country’s future lies in the hands of its youth.
Retrieved from OverDrive. myLibrary ID is required to access this ebook.
The end of karma: Hope and fury among India’s young
This book explores India through the eyes of young people from different parts of India, such as a Maoist rebel and a brother who killed his sister for marrying the “wrong man.” Young people like these, “driven by inspiration – and thwarted at every step by state and society” are “making new demands on India’s democracy for equality in terms of opportunities, dignity for girls and civil liberties.”
All rights reserved, W. W. Norton and Company, 2016.
The Modi effect: Inside Narendra Modi’s campaign to transform India
When Narendra Modi went to the polls in 2014, his team used social media, the Internet, mobile devices and digital technologies extensively. Given India’s size, it was impossible for Modi to visit every city and village. The solution was to create a life-size hologram of him. Such pioneering techniques brought millions of young people to the polling stations and helped bring Modi to power.
All rights reserved, London: Hodder & Stoughton, 2016.
An empirical study exploring factors influencing tweenagers’s purchase intention
As Indian children are increasingly recognised as an independent consumer group that can influence family spending, marketers need to understand them better if they want to have a slice of the pie.
Retrieved from EBSCOhost Academic Search Primer. myLibrary ID is required to access this database
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India consumer close-up: Tapping the spending power of a young, connected urban mass
“With a young, tech-savvy population, improved education and rapid growth,” India’s consumer market “is deeply tied into mobility and connectivity.” This report proposes that the greatest opportunities in India lie in its emerging urban mass and explores how this can create opportunities in a range of goods and services.
The rising connected consumer in rural India
The number of connected consumers in rural parts of India is expected to increase from 120 million in 2015 to almost 315 million in 2020. This report examines the various categories of users, including those between the ages of 18 and 50, how they use the Internet; and how the web is influencing rural commerce.