India’s travel and tourism industry is set to grow by over 7% in 2014, with more Indian youths realising their dream to see the world. Once a distant aspiration, holidays are now a tangible reality that urbanites will pay for. But what motivations are driving their travel plans?

Yoga has a long religious history in India, but modern Indians are taking cues from the West and replacing spirituality with weight-loss and Instagram selfies. This once 'uncool' practice is fast becoming big business - but some fear the 'real' yoga is being left behind.

Today's young Indians aren't 'Indian' at all. They're global consumers with modern values and an increasing desire for an international lifestyle, from Levi's jeans to Starbucks coffee. And the world is beginning to take note.

People in India drink to get buzzed. Strong beer, with an alcohol content above 5%, accounted for 83% of all beer sold in 2012 – with that figure expected to rise to 90% by 2019. Tuborg Booster Strong fruit flavoured beer wants to quench the thirst of this growing market.

LEGO figures dive into them and Superman and Wonder Woman hang out in them. These are the infamous Mumbai potholes, and The Fill in the Potholes Project wants to draw the attention of local government by attaching stories to some of the city’s worst.

What do you think of when you consider India’s roads? Potholes? Heavy traffic? Maybe a tuk-tuk? Harley-Davidson is scrapping this image when it talks to young Indian urbanites, instead calling on its iconic heritage to introduce ‘leisure riding’ culture to a new market.

According to the World Health Organisation, over 1.24 million people die in road accidents every year, and in 2012, almost 140,000 of them died in India. In September 2014, Diageo launched a ‘Road to Safety’ programme in collaboration with the government.

The all-American motorcycle brand Harley-Davidson wants to shift its leather-clad values from testosterone and ego to independence and freedom by making bikes specifically for women. And it seems a smart move, with more than 12% of US motorcycles purchased by women.