You would find a statistic sprayed all over this Outlook issue: 54 per cent of our population is below 25. Here is some more. Forty-five per cent of the population is below 19. Even the oldest of them were just seven when liberalisation happened. Six out of 10 households have at least one Liberalisation Child.
In the next four to eight years, they'll hopefully become earning hands and influence household decisions. "This is the first non-socialist market economy generation, growing up in the thick of the information revolution, the connectivity boom, coalition politics, IT-enabled everything and the rise of the service economy. As this age cohort wends its way through life, it will be shaping markets," says Mumbai-based market strategy consultant Rama Bijapurkar.