The call center couple: India's new middle class
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