Changing Indian Consumer

There were two news items which had come in the Et which I thought gave a very good insight into the consumption habits of the Indian Consumer,

One is how even though non-vegetarians outnumber the vegetarians, in marketing strategies of FMCG companies or the pizza chains one would find veg getting more attention, which is driven by the quantum of business one gets thru the veg business. Link

Another article in Brand equity is on the changing mindset of Indian Consumers. According to Mr Sinha who has authored the report there are five cultural codes which are manifesting itself,

Activate your destiny
Currency to extrinsic values
Criticality of the last lap
Finding Extraordinariness
Making use of tradition

For the full article , Link

I thought these two articles provide a lot of food for thought for marketers on how Indian Consumers are evolving.