Indian men experience financial mobility

"Now it is much easier to make more money." Saurabh, 23, New Delhi

Attitudes towards money are changing in India. The common family attitude has always been save, save, save. However, a new young urban middle class, inspired by Western consumer values, more job opportunities and an open economy, have switched to spend, spend, spend. More and more Indian men are forging links with Western businessmen, understanding the essential needs required to boost their local economic situation. The biggest distinction has been young men’s willingness to embrace new types of jobs that promise to deliver a higher standard of living, and more importantly more money.

Men’s prized possessions are apartments, mobiles phones and cars, now widely accessible to those who earn to consume. They also prefer to socialise in luxury hotel-based nightclubs and bars, mingling with likeminded high earners. These venues are a private oasis, welcoming only those who look like they can afford the expensive cocktail list. In the past, such activities and possessions were off limits to all but a fortunate elite, but a rapidly changing economy is making the high life attainable.