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Getting rich and enjoying a good life has become the
new mantra of social existence for the Indian middle class. With more income
and more purchasing power, the status-conscious Indian middle class now seek
to buy good quality consumer products and spend more money on food and
entertainment. In metropolitan cities, extensive foreign media exposure and
the Internet revolution have contributed to the emergence of a new social
attitude which accepts Western values and culture. The contemporary Indian
society can be understood on the basis of a 70/30 dynamic. While 70% of
Indians are still traditional, poor, and live in rural areas, 30% of Indians (more
than 300 million people) have emerged as rich, modern, Western-exposed,
English-speaking, urban dwellers...
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