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The call center couple: India's new middle class

Jagdish Sheth (Goizueta Business School, Emory University, Atlanta, Georgia, USA)

Journal of Indian Business Research

ISSN: 1755-4195

Article publication date: 20 March 2009

598

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

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