However, while acknowledging the high variation, there is value in trying to figure out the average Indian citizen.
Political parties, brands, media houses, social media influencers could all benefit from understanding how the median Indian views himself or herself today.
India is truly a diverse land, perhaps more than the entire continent of Europe or Africa for instance. However, here are seven key aspects which reflect in the average Indian, as of today. Note that these are observations and not endorsements.
- A core identity based on Hinduism and Indian nationalism – This dual identity may seem perplexing to many, but it comes naturally to most Indians. Hindus are not only the majority of the Indian population, but they are also predominantly found in India. This was also the situation historically. Hence, inherent religion-nation link is not surprising at all. In the past decade, these two markers of identity have become stronger. Even for Indians who are not Hindus, there is a lot of Hindu influences in their lifestyle (festivals for instance). There’s another unsaid understanding today. Even though all religions are equal, Hinduism in India is often seen by many as first amongst equals. Sure, it leads to some problems sometimes, but largely the system works.
- Dissolving state and regional identities – Barring a few states, state identities are dissolving fast. Sure, people remain proud of their states and state-specific local and regional cultures. However, the trend in the young generation is towards a more nationalistic identity. Exceptions include Tamil Nadu and Bengal, where state identity and local culture is still very strong.
- Declining (but still present) social hierarchies – To be Indian is to understand the concept of aukaat, a word which doesn’t really have an equivalent in English. Indians grow up knowing their place, looking up to those more powerful, of higher status and rich. However, these social hierarchies are declining. Social media is allowing for some equalization, where even celebrities including Bollywood stars get shown their place. Even the caste system, while still present, is not the predominant factor in today’s politics. Age, an immediate earner of reverence in India, is no longer what it used to be. India’s newest billionaires are young, and hence, listening to the older generation doesn’t come automatically. People belonging to dynasties, once seen as blue-blooded and instantly deserving of respect, now get accused of nepotism. India is no longer the feudal society it used to be.
- Still strong family values – you cannot be Indian if you don’t value family strongly. By family Indians don’t just mean husband, wife and two kids. Family to Indians means the entire clan – uncles, aunts, nephews, nieces, grandparents and the works. Everyone is important, even if to a varying degree. To the average Indian, life begins and ends with – family.
- Changing cultural influencers – Cricket and Bollywood used to be the cultural staple for the average Indian. Cricket is still important. Bollywood is clearly not. There’s too many other entertainment options and content creators, which are a lot more relatable and humbler. Bollywood stars are still in denial mode about the industry not being what it used to be. Yet, cultural icons have shifted. Youtubers, Insta influencers are today driving culture and public opinion.
- Liberalizing social attitudes – Dating, live-in, love marriages are no longer as taboo as they used to be, even for an average Indian. The liberalizing of these social attitudes often clashes with the strong family bonds and influence. However, the trend is towards accepting people’s individual choices when it comes to relationships.
- Lack of hunger – perhaps due to the lulling of youth’s brains due to cheap mobile data and non-stop stupid content on the phone, compounded with the lack of adequate opportunities and a pandemic affected economy, there seems to be a sedation of the Indian aspiration and hunger to rise in life. We need to get rid of phone addiction as nation and put a lot of focus on economic growth if we want our youth to reach their potential. For now, it almost seems ok to have modest ambition, watch cheap mobile content and live a moderate life for the average Indian.
Whether it is a brand or a political party, anyone hoping for a pan-Indian footprint must incorporate the above points when it comes to connecting with Indians. And under no circumstance can one afford to go against any of the points above – it just won’t work on national scale and can backfire badly (as many have learnt). Sure, niche brands and niche politics can work at any level, but to win over Indians, you must first non-judgmentally understand what Indians are about. Those that are able to are the winners in India today.