This will induce more to join the gentleman's club and thus encourage the new philosophy. Designers, models and marketers all have their subordinate role in this venerated club. Since the globalised market survives on the strength of consumerism, this happy mix has to play the role of both providers and products of consumerism. The life style and consumption pattern of the rich and neo-rich instantly become the role model for the upper middle class and middle classes. Rave parties in Delhi and Bombay will soon spread to other cities - even to mofussil towns.
Rural market is the ultimate hope of all major products in India.
Beginning at the top, the market widens horizontally as it reaches the bottom. Herein lies the importance of elitist display of consumerism to the market. Investigators have a whole printout of the coke supplier's cellphone which looks like a who's who of the Delhi circuit. They privately reel out the names. But they will never be allowed to proceed against the new Brahmin class.