Prof K S Chandrasekar

vc@clujammu.ac.in

Before independence, Bharat was deep rooted in Swadeshi consumption and the same continued in much stronger vein after independence. However, as we are approaching the 100 years post-independence, there is a need to relook at our consumption patterns which has been shaped by the western ideologies and brand consciousness. Like the Western countries, India too had a set of people belonging to different generations. However, India was under the British rule and the old generation which is now almost extinct had given their blood for the independence from the British. From the shackles of the British regime, India has gone forward with periods of uncertainty and later on bringing parity with the world countries. The so called Baby boomers who were bor

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