Tóm tắt
PurposeThe 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/approachThe paper focuses on the demographic shifts taking place in India's urban centres.FindingsThe rise of the NMC will forever democratize the family and employment markets.Originality/valueThe paper provides insights into the emerging middle class through the experiences of “CCCs”.
