Indian cool: concept and contrast with western cool

Cool is a phenomenon of youth culture. While many studies have explored cool in the Western context, there is paucity of Indian studies in this area. This investigation sought to explore the meaning and constituents of cool among young consumers and compare it with western notions of cool. The data were collected on an open ended instrument and analysed through interpretive method. Both similarities and differences were found between Indian and western cool. Interestingly, the Indian cool is not about counter-culture, unbridled hedonism and consumption unlike western cool. The study contributes to the literature by filling the gap existing in this area. The findings of this study inform the marketers of the risks of using western concept of cool in brand building within an Indian context.