Title: Indian cool: concept and contrast with western cool

Authors: Ekta Duggal; Harsh V. Verma

Addresses: Motilal Nehru College, University of Delhi, India ' Faculty of Management Studies, University of Delhi, India

Abstract: Cool is a phenomenon of youth culture. While many studies have explored cool in the Western context, there is paucity of Indian studies in this area. This investigation sought to explore the meaning and constituents of cool among young consumers and compare it with western notions of cool. The data were collected on an open ended instrument and analysed through interpretive method. Both similarities and differences were found between Indian and western cool. Interestingly, the Indian cool is not about counter-culture, unbridled hedonism and consumption unlike western cool. The study contributes to the literature by filling the gap existing in this area. The findings of this study inform the marketers of the risks of using western concept of cool in brand building within an Indian context.

Keywords: Indian cool; western cool; counter culture; brand meaning; uncool; calm.

DOI: 10.1504/IJICBM.2019.101188

International Journal of Indian Culture and Business Management, 2019 Vol.19 No.1, pp.67 - 80

Received: 05 Jul 2018
Accepted: 13 Dec 2018
Published online: 26 Jul 2019 *

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