For the lower Indian middle class, namely; the aspirers and the seekers, owning a car remained a sign of wealth they could not achieve until recently. They found themselves trapped between their desire for a modern lifestyle and their lack of financial resources (Tracking the growth of the Indian middle class, 2007). They work hard and save up even to buy a scooter worth Rs 45,000 ($1000). One would come across a family of four or sometimes even more, riding on a motor bike, dodging luxury cars and bullock carts.
For Rajesh Murthy, 32, who belongs to the lower middle income category of New Delhi, the Nano has been an object of desire. “I saw it (Tata Nano) two years ago, and since then I have been dreaming of bringing it home, surprising my parents. Oh, my wife, she will be so happy.” He says. (Business Week, 2009).
4.2 Importance of the public self
India, like many Eastern countries, gives a lot of importance to the public self. An individual is judged by his religion, caste, family name, state which he belonged to, and so on. The impact of socio cultural beliefs on the personality and the behaviour in general, is extremely strong (Shivani et al, 2006. Quoted by Saikat Banerjee, 2008). Social acceptability has more value in India than individual achievements. Success is determined more by what it means to the society rather than oneself.
The Social Hierarchy in India has deep roots both in terms of income as well as age (which on some level reflects wisdom). It is perceived that it takes time and effort to move up the ladder (Dev and Babu, 2007. Quoted by Saikat Banerjee, 2008). People tend to indulge in activities that project them as being higher in the hierarchy. It is considered as a means for them to experience and in some ways achieve their ideal self. Be the person they want to be. According to Solomon et al, people consume goods and services either to highlight or hide certain aspects of the self.
4.3 A shift in taste and lifestyle:
