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.

Yoga apparel brand lululemon has achieved record sales by employing a combination of scarcity marketing, fanatical sales teams and self-help teachings to create a cult-like following.

People want their minds blown, and in the search for secular spirituality, they want to feel ‘part of something’, too. Boutique cycling studio SoulCycle provides a replenishing fitness experience that will empower your body, mind and spirit.

In an attempt to revive the brand, Reebok has forged a ten-year alliance with CrossFit, a rapidly expanding underground fitness community. The collaboration offers a guide for any brand hoping to marry itself with a passionate community.