Business Standard has an interview with Dheeraj Sinha, regional planning director, Bates 141 and author of Consumer India: Inside the Indian Mind and Wallet . In his book, Sinha puts Indian consumers into three segments: partition generation, transition generation and no-strings generation , and gives an account of what marketers and advertisers need to keep in mind to draw the attention of each of these consumer segments. Extract from the interview: The Indian opportunity today has three distinct segments with their own worldviews and consumption desires. The first segment is that of people who were born in the times of partition/independence of India. This is the partition generation, who are in the age band of 45-65 years. While the partition generation is held back by tradition, they are not holding back when it comes to consumption. The partition generation consumes categories rather than brands. But many of today’s lifestyle categories are new for them. Thus, what they want is s