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80s and 90s were the decade when my generation was growing up attuned to song requests made on AIR by people from a non-descript town called “Jhumri Tilaya” and Lalitaji’s pearls of wisdom on which washing powder made our cloths look whiter or how a particular Scooter brand was creating stronger images of stronger India as it was hard to miss on Sunday morning television along with “Ramayana” and “Mahabharata”. We kept trying to save a particular character’s girlfriend in the name of Video games. Digital camera was still a distant dreams to the ubiquitous Camera Rolls, X-Boxes and PlayStation were unheard of and life was about scarcity and limited choices.
Our PM is launching Digital India which means a whole new world where globalization and technology advancement will further shape the way we perceived and see things like never before. Which will give rise to a whole new breed of Consumers. Consumption was no longer about available choices but getting what you want on your terms.