Great comment and question.

As I see it, the term Gen-C truly applies across socio-economic classes, other than the absolute bottom of the pyramid.

I believe there is actually a generational shift across more of the population (including those in rural areas and among the urban low income population). For the higher income population, there were enough choices anyway, which have increased. If anything, the generational shift – the increase in choice – is being felt more in the middle and lower-middle income classes (defined by Indian income standards, not European / American).

The “non-choice” issue that you have mentioned factor is not a generational issue but more of a socio-economic issue.

We can’t predict how the story between the ‘haves’ and the ‘have-nots’ will play out in socio-political terms. Various studies suggest that the ‘have-not’ group are reducing in proportion and actual number. The critical question is whether the prosperity and dignity can be spread quickly. We can hope, and work towards it.

If you have the inclination I would suggest running through this article from 2006: http://thirdeyesight.in/articles/Consumption_Full_CII_National_Retail_Summit.htm

If you’re short on time, this is the original presentation on which the article is based:
http://thirdeyesight.in/articles/Devangshu_Dutta_Third-Eyesight_CII_National_Retail_Summit_20061129_handout2.pdf

Thanks – this is a really interesting article. Even I am not living in India, but through lots of global projects I have visited it very often and I have to say India was always a bit more special.

You are talking about the “Generation – C” (Choice Generation) in the article as they have moved over from being “secondary customers” consuming off their parents’ incomes, to entering the work-force and becoming customers in their own right. As much as this is probably true for lots of countries I realized that this is particular true for India – where the whole FMCG, working, living and eating habits are changing into a new world so drastically fast…but still need to fulfill the bridge to the traditional world from their parents and relatives.

As the Indian population is really huge– how would you see the gap between the “Generation-C” which can afford this incl. good school education vs. “Generation-C” which cannot afford this..which is probably called “Generation – NC” – non choice? I would be interested in your perspective also how you would see the percentage of “Generation –C” vs. “Generation – NC”.

Looking forward hearing from you

Petra

The value-added, safety seeking consumer is definitely riding herd now.

I also think India will slide into a painful health crisis, before it lays adequate emphasis on preventive health care and active lifestyles. That’s the only thing that can jolt our chalta hai attitude.

Cheers,
Anita