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While the west has experienced multiple post-war economic, social
and political revolutions, India by contrast has had two distinct
moments of transformation in the past century: Independence in 1947
and the economic liberalisation that began in 1991. Midnight's
Grandchildren are the offspring of India's second social and
economic revolution. India's millennial generation, coming of age
post-1991, have grown up in a world of opportunity and relative
abundance. Many institutions - family, marriage, workplace, and
brands - are being disrupted. Great tension exists as a new
generation breaks barriers and seeks to find its place. This book
captures an important, transformative moment in India's
development. It includes interviews with young Indians who
articulate both their optimism and the struggle to find relevant
new identities. Managers and recruiters speak about the changes in
the workplace and the challenges and opportunities of harnessing
India's so-called demographic dividend. Entrepreneurs, brand owners
and marketers discuss the role of brands in cementing identities in
a world changing rapidly where loyalty has little meaning.
Midnight's Grandchildren explains for a business audience the
significance of the arrival in the workforce of a generation of
millennials as both disruptors of the old order and engine of
India's future economic potential. It is of use for professionals
and educators wanting to engage this vitally important group of
young people.
While the west has experienced multiple post-war economic, social
and political revolutions, India by contrast has had two distinct
moments of transformation in the past century: Independence in 1947
and the economic liberalisation that began in 1991. Midnight's
Grandchildren are the offspring of India's second social and
economic revolution. India's millennial generation, coming of age
post-1991, have grown up in a world of opportunity and relative
abundance. Many institutions - family, marriage, workplace, and
brands - are being disrupted. Great tension exists as a new
generation breaks barriers and seeks to find its place. This book
captures an important, transformative moment in India's
development. It includes interviews with young Indians who
articulate both their optimism and the struggle to find relevant
new identities. Managers and recruiters speak about the changes in
the workplace and the challenges and opportunities of harnessing
India's so-called demographic dividend. Entrepreneurs, brand owners
and marketers discuss the role of brands in cementing identities in
a world changing rapidly where loyalty has little meaning.
Midnight's Grandchildren explains for a business audience the
significance of the arrival in the workforce of a generation of
millennials as both disruptors of the old order and engine of
India's future economic potential. It is of use for professionals
and educators wanting to engage this vitally important group of
young people.
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