My Indian Lifeis a podcast detailing the lives of unconventional young Indians. As a generation of young Indians shake off the conservative norms of their parents’ era, the podcast is helping to normalise and share an emergent set of societal values.

Indian actor Akshay Kumar is the world’s 80th top-earning celebrity according to Forbes, achieving this position through a string a box office hits and lucrative endorsement deals. But what makes this Bollywood hero so loved by fans and so sought-after by brands across the country?

Despite Indian society and families placing great pressure on women to have kids, a growing number are choosing to be childfree. And as many of them have successful careers, discerning tastes and high spending power, brands can no longer afford to ignore this powerful group.

How does religion shape consumer decisions in India? Why is cash still king despite rapid digitisation? And how are young people grappling with the idea of inclusivity? This Cultural Snapshot uses local stats and case studies to explore behavioural norms shared by Indian people in 2018.