They spent their youth scrounging for stray scraps of the good life in the wilderness of the pre-liberalisation days. But that’s okay: Today, a chunk of this generation is older, wiser, richer—and furiously catching up with life as it should have been.
The image of the moustachetwirling, pot-bellied man from the South who tilts perilously at the nearest nine yards of fabric he can espy is slowly but surely fading away. Say hello to the trendy, brandconscious southern male who’s raring to go on a bender.
Indian men over 45 seem to be facing many dilemmas. With the traditional social structures breaking down and new support systems still not in place, uncertainties are piling up for men as retirement years edge closer.
You’ll see them combing the shop shelves—often unaccompanied— piling up their carts with items that range from apparel and accessories to shampoo and skin cream.
Indian men seem to be more obsessed about their careers, money and success than their global counterparts.
Quite a few Indian men are showing signs of restlessness. This is resulting in increased job hopping and rising intra-national migration.
India's GeNext male may still have conservative social values, but when it comes to spending money, he's as avant garde as they come.
They are brash, confident and are aiming for the skies. And they’ll think of marriage only after they achieve, or are close to achieving, their goals. The bottom line: they want to get more out of their lives before they settle down.
The survey examines the Indian male’s attitudes towards consumption, work, society, and his own future. This being the first survey of its kind, we have no baseline figures that we could use to assess how the Indian male has changed.
From the editor: December 30, 2007
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