Source: The post India needs its own way to define generations has been created, based on the article “Our times, their words” published in “Indian Express ” on 12th July 2025
UPSC Syllabus Topic: GS Paper1-Society
Context: India’s generational labels are borrowed from the West, overlooking the country’s unique socio-economic and cultural trajectory. A fresh, India-specific framework is needed to reflect its distinct historical experiences and changing values.
Rethinking Generations for Indian Realities
- Imported Labels, Western Roots: Terms like Boomers, Gen X, and Millennials are based on US events like World War II prosperity or the Cold War. Despite being widespread in India, they reflect foreign milestones, not Indian experiences.
- India’s Unique Evolution: An 80-year-old American differs vastly from an 80-year-old Indian due to India’s specific history—Partition, socialism, liberalisation, and digital transformation. These require a contextual approach.
- A Call for Indigenous Generational Markers: Indian families often include three “generational Indias” under one roof. A new framework must be rooted in India’s historic and cultural shifts—from Doordarshan to reels, from scarcity to abundance.
India’s Five Generational Archetypes
- The Independence Generation (1940–1960): This generation was shaped by Partition, wars, and scarcity. They valued frugality and nation-building. Icons like JRD Tata and MS Subbulakshmi stood for trust and integrity. Brands like LIC and HMT symbolised reliability. Rail travel and “jugaad” were defining features.
- The Waiting Generation (1960–1975): They were aspirational but constrained, accustomed to delayed gratification—waiting for milk, gas, jobs. Icons included Amitabh Bachchan and Rakesh Sharma. Brands like Nirma and Bata were dominant. Foreign travel equated to emigration. They encouraged hard work as a path to escape limitations.
- The Liberalisation Generation (1975–1990): This cohort had a dual identity—bridging old and new India. They saw economic opening, cable TV, Sachin Tendulkar, and the first PCs. From Doordarshan to MTV, they experienced abundance after scarcity. Brands like Levi’s, Coke, Maruti gained popularity. Budget air travel emerged.
- The Tech Generation (1990–2010): India’s first true digital natives grew up with Facebook, Instagram, and global exposure. Icons like Virat Kohli and Elon Musk reflected ambition. They valued convenience and experiences over ownership. Airbnb stays and Instaworthytravel became common.
- Indian Gen Z (Post-2010): They are internet fluent and culturally confident. Surrounded by AI tutors and influencers, they create and consumecontent online. They expect brands to follow their rules and will lead the rise of creator-driven D2C models.
Implications for Policy, Branding, and Outreach
- More Than Age Differences: A 40-year-old Indian has different aspirations and anxieties than a 40-year-old American. Strategies must reflect these cultural differences.
- Designing with Generational Insight: Policy tools like pensions or EdTech must consider tech-savvy youth and tech-fearing elders alike.
- Consumer Shifts: Family units have shifted from joint to solo living in two generations. Today’s youth are fast becoming primary decision-makers with significant spending power.
Conclusion
India’s multi-decade journey—from Partition to smartphones—demands homegrown generational definitions. It’s time to recognise our own icons, timelines, and transitions—not Western ones.
Question for practice
Discuss how India’s generational experiences differ from Western labels and why a homegrown generational framework is necessary.
