INDIAN YOUTH: THE CHANGING FACE OF YOUTH TODAY SUBMITTED BY: MADHURIMA CHAKRAVARTY (09) PGDM (RM) 2010-12

2 SUBMITTED TO: Prof. SUNIL PILLAI K.J.SOMAIYA INSTITUTE OF MANAGEMENT STUDIES & RESEARCH

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TABLE OF CONTENTS: 1.INTRODUCTION 2.KEYOWRDS 3.RESEARCH METHODOLOGY 4.PROBLEM DEFINTION 5.OBJECTIVE OF THE STUDY 6.BACKGROUND OF THE STUDY 7.LITERATURE REVIEW 8.RESEARCH 9.SCOPE FOR FUTURE RESEARCH 10. CONCLUSION 11. REFERENCES
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INTRODUCTION:
Two word, multiple and challenging, can be used to describe pithily describe India. To say that there are multiple regions, languages, cuisines, ethnicities, dress styles, ecosystems, markets, political organizations, customs, sports, film traditions, music preferences, etc., is to state the obvious and yet one cannot avoid beginning any discussion of India by stating this truism if only to dissuade the enthusiast who wants to offer an essentialist view of India. Trying to present any one of these worlds is hence a big challenge since the sweep of easy generalisation is unavailable and yet we have to offer some less easy generalizations if only to explain the causal processes involved. What is true for the larger canvas is also true for the world of Indian youth, a fascinating section of the population that is existentially located across different regions, social groups, economic segments, educational levels, and even sartorial choices. Being home to 243 million individuals aged 15-34 years, India has the largest population of youths in the world.

The UNICEF report on `The State of the World's Children' stated that the country's adolescents formed 20 per cent of the world's 1.2 billion adolescents.

Stating nine out of ten among the 1.2 billion adolescents live in the developing world, Patnaik said, Assam was home to an estimated 6.5 million adolescents, comprising 21.3 per cent of the state's population.

In this `youthful, human resource' lies the promise and potential of becoming a
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healthy, strong and egalitarian society. This, however, comes with the onerous responsibility on the part of the state and civil society actors, including parents and guardians, to nurture and harness the energy and potential of these adolescents.

KEYWORDS: Indian youth, attitude, behaviour, perception, influencers. RESEARCH METHODOLOGY: Secondary data to be collected from peer reviewed
journals related to the topic.

PROBLEM DEFINITION: Understanding the current young market including their

attitude, behaviour, purchase pattern, perceptions and what influences and persuades them as a potential consumer.

OBJECTIVE OF THE STUDY:

To understand and study the attitude and behaviour of teenage youth Enumerate usage patterns and arrive at peculiarities, if any Detail and document their triggers for purchase and influencers and the time of purchase Identify different associations with brands Understand their perceptions

BACKGROUND OF THE STUDY:

The changes taking place in the world of Indian youth will, it is believed, have a global impact in areas that range from economy to security, from culture to politics. Exploring the attitudes of Indian youth is therefore valuable to understand the present and also to prepare for the future. According to current estimates, India is and will remain for some time - one of the youngest countries in the world. The following population figures from the World Bank gives a clear picture of the potential of Indias demographic dividend. In 2000 India, Brazil and China had nearly 34% of their population as youth as compared to less than 28% in Germany and the USA. In 2020 India alone will be 34% while all the other large countries will have dropped below 31% including China which will be 28.5%. In 2020, it is estimated, the average Indian will be only 29 years old, compared with the average age of 37 years
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in China and the US, 45 in west Europe and Japan. The changed age structure of Indias population also means an overall younger population as something more than simply a statistical fact since it has political and social consequences for India and the world.

LITERATURE REVIEW:
With more than half of its population under 25, Indias strength is its youth. Suhas Gopinath, Siddharth Dhanyant Shanghvi, Anoushka Shankar, Koneru Humppy (Neha Bhayana, 2006) are the biggest example of our new generation or current youth population today. An examination of young peoples lichen collection in the Indian Himalayas shows how youth in the global South can imbue their work with meaning, manage their work practices, and sometimes transgress established norms in a specific setting (Jane Dyson, 2008).

A study was designed and restricted to analyze the level of entrepreneurial attitude of 120 successful trainees of school of baking, Anand Agricultural University, Anand, Gujarat. The outcome indicated that 72.5 per cent of the trainees had medium to high level of entrepreneurial attitude (Meenaben C. Patel and N.B. Chauhan, 2009). Contrary to the earlier belief that entrepreneurship is a hereditary quality dominated by Vaisya or trading community, Brahmins were observed to lead the entrepreneurial initiative in this city as far as the business of Cyber caf was concerned (A.Sahay & S.K. Rai, 2005).

The young Indian consumer has passion for visiting fast food outlets for fun and change but home food is their first choice. They feel homemade food is much better than food served at fast food outlets (Anita Goyal and N.P. Singh, 2007).

A study to examine likeable executional techniques in advertising across five Asian countries (HK, China, Indonesia, Thailand and India) and their impact on purchase intentions showed that India is the only country where significant but weak overall model fit (Kim-Shyan Fam & Reinhard Grohs).
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In developing countries, consumers are becoming conscious of fashion brands. The results show that Indian youth has an involvement with branded fashion wear. There was not much signifying difference in the involvement of females and males towards fashion clothing (Arpita Khare and Sapna Rakesh, 2010). The Indian youth primarily shop from a hedonic perspective. They importantly serve as new product information seekers, and the retailing firms can directly frame and communicate the requisite product information to them (Pavleen Kaur and Raghbir Singh 2007).

Indian youth are interested in online shopping Web sites because these Web sites provide the latest information about products and services. Their online shopping is influenced by Web site attributes such as convenience and flexibility (Arpita Khare, Shevta Singh, Anshuman Khare, 2010). In the context of frequent clothing purchases of college-goers, values affect behaviour indirectly through psychographic traits of fashion-consciousness and innovativeness. Psychographic traits of fashionconsciousness and innovativeness act as intervening variables between values and clothing purchase behaviour (Sudas Roy and Paromita Goswami, 2007)

TV viewing of middle-class Indian youth is typically relaxed antidote to the stresses of the day that they share with their families. During TV viewing, adolescents reported lower than average challenge, worry, and paying attention, and higher than average choice, calm and relaxation (Suman Verma & Reed W Larson, 2002).

Strict enforcement of regulations pertaining to cigarette advertisements in any form, enabling environment and community interventions focusing on parents and peers are required for effective control of tobacco problem among youth in India (JS Thakur, SR Lenka, S Bharadwaj, R Kumar, 2010). Concepts such as `casual sex, referring to relationship that typically last for as little as one night or at the most a few months, or `boyfriend girlfriend relationships have been conventionally employed in the global literature on young peoples sexual behaviour. The three typologies bhai-behen, true love and time pass reinforce the

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norms of heterosexuality and, more importantly the boundaries of sexual behaviour for unmarried Indian youth (Leena Abraham, 2002)

The relationship between sexual attitudes and behaviour is a vital linkage for young people to decide upon and engage in premarital sex. Evidence shows that adolescents with more liberal attitudes toward sexuality are more likely to experience premarital sex. Majority of the Indian students expressed conservative attitudes towards premarital sex. Many students not only disagreed with casual sex but still considered it immoral (Mohan Ghule & Donta Balaiah & Beena Joshi, 2007). Gender disparities in premarital romantic partnership formation and the experience of sexual relations make a strong case for sexuality education programs tailored to the different experiences and circumstances of young men and women (Jaya and Michelle J. Hindin, 2009). Sexual practices and attitudes to sex have raised concerns among the young and the old alike in India. The topic of sex has become slightly more open following the AIDS/HIV epidemic (Dinesh Bhugra, Reenu Mehra, Padmal De Silva & Vijay Rahul Bhintade, 2007).

By focusing on understandings of sex and love within the context of statements about community norms, sex education and personal sexual practices, this article also engages with ideas and myths about representations of women that have dominated recent debates on sex, censorship and the media in India (Shakuntala Banaji, 2006).

RESEARCH:
Suhas Gopinath said to have been the worlds youngest CEO, Gopinath launched a web company when he was only 14 after discovering a passion for the internet. The firm now has offices in 11 countries and is developing an online school management system. Siddharth Dhanyavat Shanghvi described as the next big thing in Indian writing, this former chef from Mumbai won a Betty Trask award, given to first novels, for The Last Song of Dusk in 2004. Anoushka Shankar, sitar player daughter of the legendary Ravi, in 2001 Shankar became the youngest ever Grammy nominee in the World Music category for her album Live at Carnegie Hall. She is also a writer and
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actor. Sania Mirza a tennis champion the Hyderabad-based teen tennis sensation was the first Indian to win a WTA tour event. Koneru Humpy a chess grandmaster and a shy teenager from a small-town background, Koneru was the youngest woman to achieve the rank of a mens grandmaster. The 2001 world junior chess champion has had no formal training. These are all the faces of Indian youth today. An examination of young peoples lichen collection in the Indian Himalayas shows how youth in the global South can imbue their work with meaning, manage their work practices, and sometimes transgress established norms in specific work settings.

Lichen collection emerged as a major source of income in high altitudes areas of Chamoli District in 1990s. Although lichen was available throughout the year, growing on the branches of mature oak trees, its collection was largely restricted to the winter months.

Young people in the north Indian Himalayas, marginalized by national and global circuits of economic power, have responded to their exclusion by trying to imbue their work with meaning, negotiating over the timing and nature of their work, and using their work to carve out spaces of respect.

Young men have been fairly effective in using lichen collection to build reputations for masculine prowess. Young women had seized on lichen collection as a form of temporary escape from village norms of feminine behaviour, and as an arena to reflect on social expectations and discuss their futures.

For many young people, local forests therefore constitute spaces of respect in the triple sense that they are arenas in which youth acquire a sense of personal dignity, learn to respect members of their own caste and gender groups, and develop respect for their forest and village environments.

Entrepreneurs play pivotal role in catalyzing economic growth, as they are, by nature, job creator or trained by specific vocational training. Entrepreneurship is a creative,
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innovative and confident response to the environment, especially in the case of youth in India.

The study designed to know level of entrepreneurial attitude of trainees concludes that 72.5 per cent of the trainees had medium to high level of entrepreneurial attitude. Level of entrepreneurial attitude was significantly related with trainees from big size of family, good habit to revise important points after training, recognition of significance of training, felt high level of training satisfaction, higher level of competition orientation, economic motivation, capacity to abide well planned risk and low level of anxiety to start business.

The study facilitated in knowing the level of entrepreneurial attitude and business anxiety of the trainees, which will serve as guidance for the training institutes and extension agencies for preparation and implementing programmes related to vocational education for entrepreneurship development.

There was mushroom growth of Cyber Cafs in India after 1999. This was mainly because of government initiatives that led to technology reforms such as easy availability of Internet connection, awareness, interest and attraction for the business among the youth. The hypothesis contradict that entrepreneurship is a hereditary trait dominated by Vaisya entrepreneurs (trading community). Most of the entrepreneurs (73.4%) were graduates and post-graduates particularly in arts. The outcome of the study partially proves the hypothesis that the higher the level of education, the higher the entry into the business. It was also found that a sizable number of entrepreneurs were the unemployed youth prior to starting the business. It shows that entrepreneurship is not confined to any particular occupation. Food diversity in India is an implicit characteristic of Indias diversified culture consisting of different regions and states within. Traditionally, Indians like to have home-cooked meals a concept supported religiously as well as individually. However, with times due to increasing awareness and influence of western culture, there is a slight shift in food consumption patterns among urban Indian families. It
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started with eating outside and moved on to accepting a wide variety of delicacies from world-over.

The young Indian consumer has passion for visiting fast food outlets for fun and change but home food is their first choice. They feel homemade food is much better than food served at fast food outlets. They have the highest value for taste and quality (nutritional values) followed by ambience and hygiene. Three dimensions (service and delivery dimension, product dimension, and quality dimension) of fast food outlets attributes are identified based on factor analysis results. The two fast food outlets rating differs significantly on the seven attributes. McDonalds scores are higher on all attributes except variety. Further, consumers feel that fast food outlets must provide additional information on nutritional values and hygiene conditions inside kitchen.

India is the only country where we observe a significant but weak overall model fit. The likeable attributes of soft sell and relevant to me positively affect the respondents decision to buy more of a product/brand after exposure to the advertisement. For instance, competition is severely frowned upon in Indian society as it can disrupt relationships by hurting others feelings. The use of soft sell technique is a step in the right direction. Since, most parents would respond negatively to advertising programmes in which children misbehave, there appears to be an opportunity to persuade Indian respondents to purchase more by using a soft-sell executional technique.

The second effective executional technique that is significant for Indian respondents is relevant to me. India has the lowest purchasing-parity power. Consequently, it is natural that Indians who do not like wastage, are more likely than others to like commercials that highlight the basics of the product/brand.

An exception is in young India where the likeable attributes of relevant to me and soft sell have an impact on purchase intention.

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In developing countries, consumers are becoming conscious of fashion brands. The research was directed towards understanding the determinants of fashion clothing involvement of Indian youth. A primary research study was conducted on Indian college students aged between 18 and 24 years using the fashion clothing involvement. The results show that Indian youth has an involvement with branded fashion wear. There was not much signifying difference in the involvement of females and males towards fashion clothing. Limited exposure of Indian youth with global fashion clothing brands may affect their choice and involvement.

The Indian youth are more influenced by the ads they see and based on that make their purchase decision. They consider fashion brands to become their self image and self-esteem and selection of clothes is done on this basis. The Indian youth is affected by global brands and perceive it to symbolize style and fashion trends.

The involvement of the Indian youth with fashion clothing suggests that fashion clothing is accepted as an important purchase item that is supposedly improving the overall image of the individual in groups.

Youth are an important consuming class owing to time pressures in dual career families with high disposable incomes. Indian young consumers key interests include getting product ideas or meeting friends. They also view shopping as a means of diversion to alleviate depression or break the monotony of daily routine. They also go shopping to have fun or just browse through the outlets. This age group is particularly found to be considerably involved in the role of information seeker from the market and disseminator of the same to the peer group or to the family.

Sensory stimulants such as the background music, odour, or feel of the products play an important role in shaping the shopping exercise of these individuals and could set off impulse buying activity in them. Also, this age category indulges in economic shopping and then the sensory stimulants are not able to sway them away. They are highly information seeking, price discounts or other schemes can be framed accordingly and communicated to them such that they are liked and accepted by them.
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Understanding the psychographics of the youth segment would help in this task and enable adoption of correct positioning strategy by apparel or clothing marketers. Psychographic traits fashion-consciousness and innovativeness act as intervening variables between values and clothing purchase behaviour. Hence, values indirectly affect behaviour through fashion-consciousness and innovativeness, in the context of clothing purchases of young Indian college-goers. It is also interesting to note that the way values are related to behaviour depends on the product category involved.

More and more people around the world browse the Internet to get information about products and services. Indian youth continue to drive the surge of Internet usage and comprise a large section of total users. Among youths, the Internet is primarily used for searching general information and browsing entertainment Web sites. India, one of the fastest growing, emerging economies with a large youth population, presents a promising market for online retail. Indian youth prefer to browse the Internet for information but very few preferred to shop online. Indian youth does not consider retail Web sites as convenient and easy for comparing information about products. In comparison to brick-and-mortar stores, retail Web sites are not perceived as an alternative option. For most consumers, retail Web sites is difficult to understand and navigate. Indian youths preference to shop online was governed by the flexibility, convenience, reducing wastage of time, and its utility in helping them browse for information about stores. Interactivity, information availability, flexibility, and convenience are major determinants of online shopping behaviour.

Indian youth is more Internet savvy and use the Internet in their social and professional interactions. The Internet is used in India mainly for browsing, chatting, and sending e-mails. Indian youth perceive the Internet as a medium that gives them access to the latest information and enables them to satisfy their desire for new information.

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TV viewing for youth is typically a family activity, occurring in a context in which parents' supervision and influence is likely. Adolescents rates of viewing were correlated with mothers' rates of viewing, with rates for both higher when mothers were unemployed. Adolescents TV rates were also correlated with fathers' rates and with fathers' type of employment. During TV viewing, adolescents reported lower than average challenge, worry, and paying attention, and higher than average choice, calm, and relaxation. As a whole, the findings indicate that the TV viewing of middleclass Indian youth is typically a relaxed antidote to the stresses of the day that they share with their families.

Tobacco use is one of the preventable causes of morbidity and mortality in the world. It is the most important identified cause of cancer and is responsible for about 50% of cancers in men and about 20% of cancers in women. India is the second most populous country in the world and the third largest producer and consumer of tobacco. Indian youth think that it was difficult to quit if somebody started smoking cigarettes. Urban youth thought that boys who smoke have more friends. Indian urban as well as rural segment were of the view that smoking make one feel comfortable in a social gathering.

The most common reason for initiating smoking among the youth was influence of friends (86.8%) followed by curiosity, whereas the most common reason for maintenance of smoking among youth was tension (64.8%) followed by fear of withdrawal symptoms (46%).

It can be concluded that smoking parents, peers, cigarette advertisements, and feeling comfortable in social gatherings were significant determinants for smoking and use of other tobacco products among youth and should be a focus for devising any tobacco control strategy among youth.

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Concepts such as `casual sex, referring to relationship that typically last for as little as one night or at the most a few months, or `boyfriend girlfriend relationships have been conventionally employed in the global literature on young peoples sexual behaviour. Such conceptualizations fail to capture the different typologies of heterosexual relationships and sexual networking among urban youth in India, and are inadequate for understanding complexity and fluidity in types of sexual partnerships.

The three typologies - bhai-behen, true love and time pass - reinforce the norms of heterosexuality and, more importantly, define the boundaries of sexual behaviour for unmarried youth. The gendered nature of friendships and sexual partnerships among young people and the general subordination of female sexuality, have important implications for the perception and negotiation of safer sex practises.

The relationship between sexual attitudes and behaviour is a vital linkage for young people to decide upon and engage in premarital sex. Majority of the young Indian students expressed conservative attitudes towards premarital sex. Many students not only disagreed with casual sex but still considered it immoral. Double standards, i.e. permitting premarital sex for males and not for females, are reflected in their attitudes to some extent. It was observed from the interviews that some of the male and female students who had expressed a liberal attitude did not necessarily have premarital sexual experience.

Despite restrictive social norms, there is increasing evidence that youth in India engage in premarital romantic and sexual partnerships. However, information on how they initiate and build these relationships is scarce, even though it is vital for addressing the needs of young people.

Young people have a wide variety of expectations from these romantic partnerships, from casual relationships to physical intimacy and plan to get married, with more males than females reporting that they considered these partnerships a casual relationship.The gender differences in attitudes disappeared among those who had engaged in a sexual relationship, suggesting that in comparison with gender and age,
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sexual experience is a more defining characteristic for attitudes and behaviours related to premarital romantic relationships.

Youth rely on films and peers of the same sex for information. As a result, they are likely to be poorly informed or misinformed on these issues and prone to suffer from negative consequences of unsafe or unprotected sexual behaviours.

There still exist clearly marked differences between males and females in their attitudes to sexual practices and sexual behaviours and, by and large, these attitudes remain traditional. The differences in beliefs are also related to age but unusually, the younger respondents were more negative in their attitudes to homosexuality, as were women, in contrast to studies from the West.

Sex education is the need of the hour to help not only to control sexually transmitted disease but also to plan families. In addition, future work must explore attributes of these attitudes as well as the possibility of changing behaviours accordingly to these attitudes.

The media landscape in urban India has changed so rapidly in the past 10 years that it is not easy to consider the ways in which these changes interact with peoples lives and beliefs.

Apocalyptic pronouncements about the ways in which MTV-style television, films and the Internet are destroying genuine Indian culture by promoting western sexual values abound in journalistic and political circles. But what are the realities of young peoples encounters with media in a thriving Indian metropolis? How do they make sense of all the vastly different images of sexuality embodied in community/religious edicts and modern media? And how are their interpretations of all these supposed messages played out in their everyday lives?

By focusing on understandings of sex and love within the context of statements about community norms, sex education and personal sexual practices, with ideas and myths
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about representations of women that have dominated recent debates on sex, censorship and the media in India.

The notion that Indian women viewers, more than their male counterparts, require treats in the form of emotional dialogues, fashionable clothing or moral retribution to compensate them for the sequences in which screen bodies are sexualised and displayed supposedly for mens pleasure does not sit comfortably with testimony by viewers. More fierce and forceful objections are raised to the sequences in which women were represented as being foolish, servile, docile and obedientall supposedly the moral window-dressing allowing womens continued engagement with these filmsthan to those in which men and women danced suggestively or in which womens bodies were glimpsed through their clothes. Thus, there are growing censorship debates about the acceptable and unacceptable screen representations for Indian young men as well as women.

SCOPE FOR FUTURE RESEARCH:

The limitations of this study is that it focuses primarily on the changing attitudes and behaviour towards clothing, food, sexual relationships, addiction, friendship, peer pressures, purchase intention and media consumption. For future research, more focus can be given on how all these factors affect the Indian young market keeping in mind the thinking of the young crowd. As well as how marketers can approach and capture the growing changes taking place amongst youth. Indian youth tend to be more vulnerable they preference and taste change time to time. Thus, convincing them about a particular brand or product can be a difficult task which can be achieved only by understanding their demands and consumption. A better understanding about the target segment, especially youth can help marketers learn their flaws as well as increase focus while marketing this particular segment.

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CONCLUSION:
The youth in any nation are critical for its continued economic development and demographic evolution. The youth population, which typically constitutes the entering cohort in the countrys labour force, is expected to bring in freshly learned and updated skills that will help renew and improve the countrys stock of human capital. Youth also represent the age group that forms the basis of demographic renewal, as these young people form unions and begin child bearing.

Further, the large and increasing relative share and absolute numbers of the youth population in India makes it even more necessary that the nation ensure that the youth of India become a vibrant, constructive force that can address social and economic issues and contribute to sustained and just governance and nation building.

With iPods rocking youngsters ears and mobile phones buzzing in our pockets, we think that is young Indians. Wearing a low waist Levis jean with a cool ADIDAS tee, we think they are the young Indians. As a general perception youth is seen as a time of life when one wears cool tees, enjoys the late night parties and hangs out with friends.

Young India has no one truth, this or that, either or. There is one Youngistan that watches MTV Roadies, but there is also the one that has Rahul Gandhi reaching out to the problems of people. There is one that is trying to fit in the shoes of west, but there is also the one that has Ginu Zacharia Oommen, who is working for a healthier India. These youngsters are the ones who have chosen the rough tumble of politics, have unusual dreams about the nation but know the possible ways to achieve them. No doubt youngsters have progressed a lot in the last 63 years but the pace of
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development would have been completely different had some young torchbearers led this process. Todays generation is without any doubt more active and energetic than the previous generation. They have the right kind of ideas, theres just a need to help ourselves and give it the right direction. They are capable of bringing a positive change in the society. Let not youth be anymore identified with those funky styles, but with new ideas and innovations. Theres a need to flip the perspective.

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REFERENCES:
Mohan Ghule, Donta Balaiah & Beena Joshi, 2007 Attitude Towards Premarital Sex among Rural College Youth in Maharashtra, India. Leena Abraham, 2002, Bhai-behen, true love, time pass: friendships and sexual partnerships among youth in an Indian metropolis. Neha Bhayana, 2006, Bring Young Lights. Anita Goyal and N.P. Singh, 2007, Consumer perception about fast food in India: An exploratory study.
Meenaben C. Patel and N.B. Chauhan, 2009, Entrepreneurial Attitude of Youth.

Jane Dyson, 2008, Harvesting Identities: Youth, Work, and Gender in the Indian Himalayas. A.Sahay & S.K.Rai, 2004, How Entrepreneurial Are Youth of Varanasi: An Empirical Study Through Cyber Cafes Arpita Khare, Shveta Singh & Anshuman Khare, 2010, Innovativeness/NoveltySeeking Behavior as Determinants of Online Shopping Behavior Among Indian Youth. Shakuntala Banaji, 2006,Loving with irony: young Bombay viewers discuss clothing, sex and their encounters with media. Arpita Khare & Sapna Rakesh, 2010 - Predictors of fashion clothing involvement among Indian youth. Jaya and Michelle J. Hindin,2009, Premarital Romantic Partnerships: Attitudes and Sexual Experiences of Youth in Delhi, India. Dinesh Bhugra, Reenu Mehra, Padmal De Silva & Vijay Rahul Bhintade, 2007, Sexual attitudes and practices in North India: A qualitative study. Sudas Roy and Paromita Goswami, 2007, Structural equation modeling of valuepsychographic trait-clothing purchase behavior: A study on the urban college-goers of India. Suman Verma & Reed W Larson, 2002, Television in Indian adolescents' lives: A member of the family. Pavleen Kaur and Raghbir Singh,2007, Uncovering retail shopping motives of Indian youth.

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Kim-Shyan Fam & Reinhard Grohs, 2007 , Cultural values and effective executional techniques in advertising : A cross-country and product category study of urban young adults in Asia. JS Thakur, SR Lenka, S Bharadwaj, R Kumar, 2010, Why youth smoke? An exploratory community-based study from Chandigarh Union Territory of Northern India

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