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| Countries covered: India Telecom has been one of the most rapidly growing categories in the last few years in the Indian urban consumption space. The impact it has created in the consumer lifestyles during this time is unparalleled. One can now see almost every second urban Indian snuggled with his or her mobile phone wherever one goes under the urban skies, and see people from all almost all hues and shades of life doing so, whether they are executives, businessmen, shop owners, students, housewives, drivers, carpenters, masons, helps & maids and maybe even rickshaw pullers. |
Additional Information
If there is one thing that is driving the ‘modern’ urban lifestyles the most, it is the mobile phone. While a mobile phone is still the second most used gadget among the urban Indians after TV, the fact that it is ‘personal’ and ‘carry-able’ makes it far more glamorous, identifiable and omnipresent part of people’s lives. To the extent that urban Indians across the socio-economic classes today see mobile phone as the ‘biggest necessity’ of their respective lives.
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