Indian Millennials: Who Are They, Really?
Written by A.M. Gautam
Published by Aleph Book Company
Genre: Sociology/Cultural Studies
Pages: 288
MRP: Rs. 699/-
Acknowledgement: Thank you, Aleph Book Company, for a review copy of the book.
“Indian Millennials: Who Are They, Really?” by A.M. Gautam offers a thought-provoking and nuanced exploration of the experiences, challenges, and contradictions that define Indian Millennials, particularly those born between 1981 and 1996. Gautam delves into a wide range of topics, from technology, consumerism, and politics to body image, identity, and spirituality, providing a comprehensive portrait of a generation shaped by rapid economic and cultural shifts. However, while the book excels in many areas, it is not without its flaws, including excessive political commentary, redundancy in themes, and a somewhat narrow focus on urban Millennials.
Generational Constructs and Indian Millennials
The book begins by addressing what it means to belong to a particular generation, pointing out the somewhat arbitrary nature of generational classifications. However, despite this arbitrariness, generations serve as cultural markers, offering a framework to discuss the shared experiences that shape a group of people. Gautam aptly outlines how Millennials, across the globe, live through major events like technological advancements, economic shifts, and global health crises, which mold their identities. However, the real strength of “Indian Millennials” lies in its exploration of how these events played out in the Indian context. Indian Millennials, unlike their Western counterparts, grew up amid rapid economic liberalization, the rise of the IT sector, political upheavals, and a changing media landscape.
One of the book’s key points is how Indian Millennials differ from other global cohorts. While American Millennials, for example, might have been shaped by events like 9/11 and the Iraq War, Indian Millennials experienced the rise of Hindutva politics, the aftermath of Indira Gandhi’s assassination, and the growth of India’s digital economy. This global-local dynamic is a recurring theme throughout the book, allowing readers to understand the unique circumstances that define this generation in India.
Technology and Consumerism
A central theme of the book is the profound impact of technology on Indian Millennials. As the first generation to grow up with the internet, mobile phones, and social media, they have experienced a rapid transformation in how they communicate, work, and even eat. Gautam highlights how low-cost mobile data has revolutionized access to information, enabling Millennials from smaller cities to engage with global trends in ways that were unimaginable for previous generations.
However, this technological immersion comes with its contradictions. Gautam discusses how food delivery apps and access to global ingredients have expanded culinary tastes but also shows how eating habits in India are deeply politicized. He contrasts the globalized Millennial palate with the ideological tensions surrounding food, such as the backlash against non-vegetarian food deliveries in certain parts of the country. This contrast exemplifies the tension between liberalized access to global products and India's often conservative socio-political realities.
Identity, Spirituality, and Social Shifts
Gautam's exploration of Millennial identity extends beyond the material to the spiritual and ideological. In a chapter titled “Spiritual, Not Religious” , he examines how many Indian Millennials reject institutionalized religion while embracing a more individualized form of spirituality, often borrowing from Western trends like yoga and mindfulness. However, he also highlights how traditional religious practices continue to hold sway, creating a complex relationship between modernity and tradition.
In discussing political identity, Gautam reveals the surprising tilt of many Indian Millennials toward right-wing Hindu nationalism. Unlike their Western counterparts, who often lean liberal, Indian Millennials are more likely to embrace conservative ideologies, finding in them a sense of belonging and cultural pride. Gautam presents this ideological shift as a reaction to the disillusionment many feel with the liberal ideologies their parents held, showing how Millennials are constantly navigating the tension between progressive aspirations and conservative values.
Media, Conspiracy Theories, and Pop Culture
Gautam delves into the media consumption patterns of Indian Millennials, noting their unique relationship with social media and the 24-hour news cycle. In an age where misinformation and conspiracy theories abound, Millennials are bombarded with a constant stream of often contradictory information. Using the example of the Sushant Singh Rajput case, Gautam illustrates how conspiracy theories and collective frustration with the political and social system can easily take root in a hyperconnected society.
He also discusses how Indian Millennials consume entertainment, from global streaming platforms like Netflix to local content like “The Kashmir Files” . While Millennials are global citizens, engaging with Western pop culture through OTT platforms, they are also shaped by distinctly Indian media that often plays into divisive narratives. This dichotomy between global media consumption and local political engagement highlights the complexity of the Millennial experience in India.
The Pressure of Perfection and Body Image
In one of the book’s most personal and insightful sections, Gautam explores the pressures of body image among Millennial men. With the rise of fitness culture and social media influencers, the pursuit of the perfect body has become a form of social capital. Gautam reflects on how body image issues, traditionally associated with women, have now become prevalent among men in urban India. He discusses how Bollywood stars like Salman Khan and Shah Rukh Khan have popularized muscular physiques, leading to a gym culture that has spread to even Tier II and Tier III cities.
While this section offers a thoughtful look at the pressures Millennials face, it also exemplifies one of the book’s shortcomings: redundancy. Gautam discusses the impact of social media and body image in several chapters, often reiterating the same points. This repetition could have been avoided with more streamlined editing, allowing the book to maintain its momentum without feeling overly padded.
Environment, Activism, and Climate Change
Gautam’s examination of environmental issues is one of the book's standout sections. He paints a grim picture of how Indian Millennials, despite being more environmentally conscious than previous generations, feel powerless in the face of large-scale environmental degradation. Using the Ganga river as a case study, Gautam discusses how individual efforts to clean up the environment often feel futile when faced with massive systemic issues like industrial pollution and government inaction. This sense of helplessness, according to Gautam, is emblematic of the broader Millennial experience: caring deeply about global issues but feeling unable to effect real change.
However, this section is also where the book’s political commentary becomes a bit overbearing. While it is important to discuss the socio-political context of environmental activism, Gautam’s critiques of government programs like Namami Gange sometimes overshadow the broader narrative about Millennial attitudes towards the environment. This heavy-handedness can detract from the book’s overall flow, especially for readers who may not be as politically inclined.
Unnecessary Political Commentary
While politics is undeniably a crucial factor in shaping Millennial identity, Gautam’s frequent political digressions can feel excessive. The book sometimes veers into lengthy discussions about political ideologies, particularly the rise of Hindu nationalism and right-wing propaganda. While these are important topics, the frequency and depth of these political discussions can feel repetitive and heavy-handed. At times, the political commentary detracts from other equally important themes, such as the Millennial relationship with technology, identity, and interpersonal relationships. Readers may feel that Gautam’s political reflections could have been more concise and balanced with the book’s other topics.
Lack of Focus on Positive Aspects and Narrow Focus on Urban Millennials
Another flaw is the book’s focus on the challenges and contradictions faced by Indian Millennials, without giving much attention to their positive traits or achievements. While Gautam provides a detailed account of their struggles—whether related to job insecurity, body image, or political disillusionment—he overlooks their resilience, creativity, and adaptability. A more balanced portrayal that includes the generation's contributions to technology, entrepreneurship, and social change would have offered a more holistic view.
Moreover, Gautam’s focus is largely on urban, middle-class Millennials, particularly those from metro and Tier II cities. While a little bit of this is addresses in the introduction, about asking Soham, a 30-something-year-old, the author asks him Who are the Millenials, he is confuses the term with Avengers, the superhero movie. This narrow lens excludes the experiences of rural Millennials and those from less privileged backgrounds, limiting the book’s scope. A more inclusive examination of regional, class, and rural-urban differences would have enriched the narrative and provided a more comprehensive understanding of Indian Millennials as a whole.
Conclusion: A Compelling but Flawed Portrait
In conclusion, “Indian Millennials: Who Are They, Really? “ is an insightful and timely exploration of a generation navigating the complexities of tradition and modernity. Gautam’s writing is witty, reflective, and often sharp in its analysis of Millennial identity, politics, and culture. Despite the shortcomings, it remains a valuable contribution to the conversation about Indian Millennials and offers important insights into their unique challenges and contradictions. With more balance and inclusivity, it could have been an even more powerful and comprehensive portrayal of this complex generation.
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