CULTURAL DIVERSITY AND CULTURAL ADAPTATION

CULTURAL DIVERSITY

Second National Level Interdisciplinary Seminar on "Exploring Emerging Trends and Innovation in Research in Commerce, Science & Technology, Humanities and Social Sciences”

The Indian culture is one of the most ancient and richest cultures of the world. This ancient culture today is being influenced by globalization and the new generation of India is slowly leaning towards the dominant western culture. Even though globalization has led to an overall erosion of the cultures worldwide, it has also made cultures globally recognizable through the spread of information on cultural awareness. Indian culture is exported and recognized throughout the world in the form of yoga, cuisine, Bollywood etc. This has also brought about the necessary changes for world integration. As firms enter new markets in emerging economies, they realize that the structure, framework, distribution channels and customer wants differ radically from market to market. Standardization of operations of a multinational firm leads to failure almost every time. Informal interviews with a sample of youth in Mumbai show that the changes made by globalization and international firms are very prominent in the younger age groups. The youth, which is under the constant influence of western media, culture, cinema, music is slowly inclining itself to the global culture. The older generations, at the same time, are rooted to their old habits and have not adapted. But as India heads towards growing literacy and increasing access to internet and information, westernization through globalization cannot be averted for too long.

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