Traditional values and ways of thinking still play a strong role in India’s social fabric and would seem to continue to do so, despite the advent of global media and technology which have become all-pervasive. Despite the overt evidence, from the booming retail market, of people having become more pleasure-seeking and fun-loving, it doesn’t gel with the Indian consumer’s sense of propriety to overtly admit to the same. However, there is a slow-growing admission of the increased stress of today’s world leading to the need for outlets, in the form of shopping, looking good, grooming etc. In the long term, therefore, one would expect to see a movement towards pleasure and self expression while remaining bound to traditional values.