The IMP challenges monolithic views of Indian men as either traditional or Westernized. Instead, it reveals hybrid masculinities: a man may pose in a kurta at a temple (tradition) and then in gym shorts at a protein shake café (modernity) within the same week.
This article explores the three pillars of this evolution: Style (Lifestyle), Consumption (Entertainment), and the Pixel (The Picture).
| Category | Percentage (n=500) | |----------|--------------------| | Mirror selfie | 42% | | Outdoor landmark | 28% | | Car/bike photo | 18% | | Gym/fitness shot | 12% |
For the Indian man, lifestyle now means: