Manjeet Kripalani, founder and executive director of Gateway House, a Mumbai-based think-tank, calls them “liberalisation’s children”. In a cover story she wrote on India’s youth for Businessweek in 1999, she wrote of a generation that was “more materialist, more (shaped) by globally informed opinions”, and more “ambitious, technology-oriented, and confident”. She cited a survey conducted by Coca Cola in which Indian youth, across cities and villages, said their main ambition was to “become rich”.