The call center couple: India's new middle class

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.

The paper focuses on the demographic shifts taking place in India's urban centres.

The rise of the NMC will forever democratize the family and employment markets.

The paper provides insights into the emerging middle class through the experiences of “CCCs”.