A wise man once explained us the concept of making money. He said that everywhere in the world, money followed a “three-generation” cycle where the first generation started to make the money, the second generation started to accumulate it and the third generation would spend it. And then the cycle would begin again. He told us that at any given stage you knew exactly where your family stood and what your role in life was to be.
Perhaps in 30 years, the third generation would consider “finding the right partner” or “a happy married life” as the top priority, till then lets make our families proud and lets make that cheddar!
It is no surprise then that a recent article in Yuva (a magazine for the young India) found that most young people rate “being rich and financially secure” as the highest priority in their lives. A significant second is “to make their family proud.”
We think this is very interesting…if we were to look at India through the same perspective as the three-generation cycle, it would seem that as a country we are clearly in the second phase- in need of accumulating money. Why do we say that, well close to 60% of India is under the age of 30 and we have 450 million people from the middle class hustling for better. As a country, our hustle has gone from putting food on the table to securing a brighter future.
