Meet Generation 'S'

Sunita, 54, is a homemaker in Gwalior. She doesn't have an Instagram account, but she has a robust following of over 800 people across a few different Whatsapp groups. She helps women between the ages of 17-70 learn embroidery and other kinds of stitchwork. Each of them pays Sunita, anywhere between Rs. 50 to Rs. 150 through UPI.

Mahesh, 28, is a bullet mechanic in Rohtak, who is also a singer. He is on apps like starmaker, smule and has a rather eclectic following of 2K+ listeners who regularly ask him to sing songs from Gulzar Channiwala. Most of his followers are between the ages of 16-45, male, and deeply happy to see one of their own being able to pursue his passion.

Rohit, 49, is an accountant in Kolkata and is known for his love of theatre and football. He is considered to be a legend in the Tangra Football Club. Every Sunday he trains a bunch of local kids, and sometimes their over-enthused fathers. He also records these sessions with the help of his younger son and posts them on a WhatsApp group called 'Bhodro Football Pele'. 'Pele' for those unfamiliar is a Brazilian football legend and also means 'Get/Got' in Bangla. He makes about Rs. 5,000/month extra doing this.

Kareena, 13, is an 8th std. student from Jhansi. She and her mother, a teacher, run a WhatsApp group that acts as a safe space for young girls to clarify their English doubts. They don't charge anything but ensure that the 100-odd young students and their mothers are able to ask questions without feeling judged. A lot of the group members leave voice notes seeking clarifications on sentences/pronunciations, and either of the moderators helps resolve it quickly.

Taru, 34, came back from Canada to Amritsar right after the pandemic. She lived in Brampton for over 7 years as a homemaker, but when she tragically lost her husband, it was time to return home. She soon realised that there was an opportunity to share with others what she had learnt in Canada. Now over a WhatsApp community, she helps young girls who are going to Canada to prepare for what the country and culture has to offer. She also helps coach them on the exams, visa process, language, how to shop, what to wear and most importantly, she is their 'Kaneda Return Bahen'. She gets commissions from some local coaching and 'finishing' institutes, but most of her earning is through referrals.

Welcome to Generation 'Sharers'. Yeah, the name isn't cool, but what people are doing across India is really really cool!

This generation has found the license, means and energy to do things that satisfy their creative yearning while helping their communities thrive. This creative drive has flipped years of social/cultural conditioning. Some of these community influencers are doing it for the sheer love of it, while some make money. But it is not the money that drives them.

These people are not on Instagram, Youtube etc. They find those platforms rather intimidating and not as controlled as WhatsApp or Telegram groups.

Don't underestimate their social stature or purchase power. They are not lacking instruments of commerce. They do not lack technology support. It is just a very simple thing - they see more merit in sharing things with people who will recognise the worth of their work in circles that matter.

Most businesses and brands keep trying to solve for that top 2% of Indian Internet, with 10% of that who are on IG, and YT. That is a truly meagre representation of what is happening in India. Hence we keep hearing terms like Bharat-vs-India / Two Indias.

Let's look at Gen 'S' from an urban lens: Socially successful people, who create and share things beyond their work, that help others to become better.

We have a flurry of corporate executives, who have committed themselves to becoming fitness experts, life coaches, home chefs and personal-finance consultants. For their communities, they are authentic, and experienced; displaying a strong balance of life : work : ambition : purpose. These creators have broken out of the social and cultural conditioning that would otherwise dictate them to be stiff, inaccessible and very closed.

This is so deeply inspiring for India internet, where the power of the creator is being transferred to become the power of the community, and the Nation. There are macro-economic shifts happening in the way creators are earning money. The ones who are spending it on creator-access are finding value beyond what they would get from the open-Internet.

India is learning, growing and becoming more agile through the power of Individuals who share their knowledge with others, to help uplift people into a new socio-economic position.

Gen 'S' isn't defined by age. It is the signifier of an evolving mindset. It is not based on seclusion or isolation, but a bias for 'impact through inclusion'. It is crumbling of multiple barriers; social classes and language.

Communities, led by strong creators who are helping others grow, are 'social platforms' in themselves. They have the power to profoundly impact culture, behaviour, commerce, and societal systems.

We are not mature in this journey as yet - but India is hungry for growth across all levels. If you are a business owner, brand custodian, or marketer, and not looking closely at how Gen 'S' is growing, then you are missing a big part of how India is growing.

There are millions of folks like Sunita, Taru, and Kareena, who are empowering the country to be on a purposeful, fulfilling and rewarding growth trajectory, like never before. The Gen 'S' is here for change, and here for good!

------------------------