The French philosopher Rene Descartes famously declared “I think therefore I am.” If this great thinker had observed generation Y he might have revised his statement to “Emo ergo sum” – I buy, therefore I am. Globalisation has introduced a level of commercial culture and the conventional thinking is that today’s youth is both brand aware and brand conscious like never before. But is that really the case? And does brand really matter? We talk to the youth of India and tell you what they think. 

Take Nikhil Balaji for example. This college student inserts his tongue firmly into his cheek, playing the part of the South Mumbai-ite to a T when he speaks to us. “I can’t remember the last time I wore something unbranded. I feel violated when I wear something from the streets” he snickers before clarifying further.“It’s not about the brand per-se, it’s more about feeling good about yourself. I generally buy stuff at malls, and my favourite place is Phoenix Mills.” What brands is he partial to then? “I love Levi’s jeans, and when it comes to T-shirts Ed Hardy, converse shoes, and branded flip flops from Puma.” So does he always pay through his nose? “I’m always on the lookout for discounts. Like that old Russel Peters joke, I’m cheap but in really good places.” 
On the other hand, Pallavi Sinha (19) has her own secrets. “I have a shop I go to in the Mumbai suburbs. It stocks export rejects, so you have big brands like Zara being stocked for very low prices.” She says she tries to find a balance. “I try to always look good, but at a very affordable price. It’s how you put together a look that counts.” So, does she share her secret with others? “I keep the shop’s location a secret! I don’t want my friends finding out!” she laughs. 
But others like Sukanya KC (18) are very particular when it comes to certain things. “I’m very brand conscious when I shop for certain things like jeans. I have to wear branded jeans, even if it costs me about Rs 2000 for a pair.” What of everything else then? “As far as shirts and dresses are concerned, I’m not at all brand conscious. I’d rather shop off the street for cool, trendy ones, at one-fourth the price.”
 

Deven Kanal
The Asian Age