The call center couple: India's new middle class
Jagdish Sheth
(Goizueta Business School, Emory University, Atlanta, Georgia, USA)
613
Abstract
Purpose
The purpose of this paper is to explain the concept of the “call center couple” (CCC) as a symbol of the new middle class (NMC) and how it will influence markets, work, and family in India.
Design/methodology/approach
The paper focuses on the demographic shifts taking place in India's urban centres.
Findings
The rise of the NMC will forever democratize the family and employment markets.
Originality/value
The paper provides insights into the emerging middle class through the experiences of “CCCs”.
Keywords
Citation
Sheth, J. (2009), "The call center couple: India's new middle class", Journal of Indian Business Research, Vol. 1 No. 1, pp. 10-13. https://doi.org/10.1108/17554190910963163
Publisher
:Emerald Group Publishing Limited
Copyright © 2009, Emerald Group Publishing Limited