Cradled in luxury

April 25, 2008 

The mercury is rising in Pune and it gets worse in the evenings leaving one completely drained and thirsty all the time. Recently on one of our routine evening walks when I could walk no further, I stopped by at a local grocer’s to grab a cold drink - my choice being Amul’s flavored milk. As I made my exit in came a little girl who couldn’t have been more than 7 years old and said, “Uncle, can Pepsi chahiye!” Mind you, it’s not just Pepsi anymore..it’s Can Pepsi. In yet another incident, a neighbor’s daughter in her 8th std. prefers walking to school about 2 Kms away in this sweltering heat instead of riding her bicycle - as a mark of protest for not being given a two-wheeler to drive. Parents anticipate demands for a cell phone coming soon. Contrary to most parents, the girl’s parents are stubborn too and let her walk deciding not to cave in so easily.

Choices of this generation are changing fast. For one, they are aware of what’s available and understand the ways and means to get it. They are more comfortable dealing with money. And parents are more comfortable handing them money. Until I was 17 years old, all I had in my school bag was a 5 Re. note to deal with an emergency which most likely was my cycle tyre getting punctured. Which never happened on the way in the two years I rode my cycle to school. Which also means that I never got to use that Re. 5 mote and duly handed it over to my mother on the last day of my school. One need not expect that of this generation. According to a report in Reuters, you can make your kids financially savvy by actively involving them in monthly budgets and letting them deal with a little money early on. Exposure to how you as parents earn, wisely spend and invest will go a long way in them not making extravagant demands. So says the study.
Not too old as compared to these kids but I already feel much older to sense what has been called the generation gap for ages. To step into their shoes and bond with them is not going to be easy. It doesn’t stop with heir food choices. That’s just the beginning. It extends into all other aspects of their lifestyle - clothing for instance. I am at times shocked by their knowledge of the fashion scene and what was hot in the Lakme Fashion Week to which model is touting which cuts and fabric from which designer. And am I shocked to see 15 year old girls coming into salons to get their hair highlighted, eyebrows done and pedicure. All this from girls in their teens? Oh and wait - there was also this ad recently about a gym opening up exclusively for kids. Seems like the most happening thing where in kids can chill out with their buddies at the gym and work out too. Excuse me since when did they stop hitting the playground every evening for an hour. As kids, the days seemed incomplete if we didn’t return home every evening from the park and mom yelling for entering with mud filled shoes. With huge disposable incomes and indulging parents, getting the designer wear or a trip to the spa is not tough for these not-so-elite kids. With the exposure they get from TV and friends alike, they are also wearing it. No wonder Businessworld reported a story titled “Young Luxe” on how luxury brand such as Gucci and Lacoste are finding huge takers in India.

As Lil’ General grows up, it’s going to take a huge makeover of my attitude to begin with.

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