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Indian Consumer Market In the ancient civilization of India sustainability and moderation in consumption has always been a way of life This pattern has been respected and left largely undisturbed by Indian consumers who consider themselves a part of the cycle of nature An interactive relationship with nature and the natural environment is a part of every Indians life In the past half century India has made rapid strides in economic development This coupled with demographic pressures a gigantic middle-class known to be the largest market in the world and the free entry of global players into the Indian consumer market have changed the consumer scene completely A new consumer culture has emerged from all theses changes taking place around him It is not just the quantity of consumption and spending that has undergone a change but also the attitude of consumers towards consumption and the reasons to consume Indian Consumer in Historical Context India an ancient civilization has existed for more than 4000 years and over this time has held immense appeal to invaders and explorers alike From the ancient Aryans the Greeks the Persians the Mughals to the most recent British India has had a multitude of cultures invade and make her their home in different periods of time These invasions time and again have influenced the consumption pattern of the Indians to a large extent The Mughal Period Mughal political domination of North India began in the sixteenth century and lasted through most of the nineteenth century The Mughals who were Muslim rulers belonged to Persia and found that the India they took control over was very different in cultural landscape from Persia Indians followed a different religion Hinduism Indian languages were based on an ancient Indian language Sanskrit which was very different from Persian and tastes in music and the arts were also very distinct from those in Persia Muslim rule necessitated
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