When I was growing up we were not particularly proud of being Indians. The damage done to the Indian psyche from years of foreign rule continued for decades after. As kids we lusted for anything foreign - Levis jeans, coke cans, Casey Kasem recordings etc. Hindi movies and songs were infra- dig. Going overseas for further studies was the accepted goal for the academically accomplished. Then at some point my generation made the transition to being proud Indians. This happened around the time the economy started looking up and jobs were aplenty, the IT industry achieved international recognition, and kurti’s became a global ramp rage that refused to die down. Fast forward to the present - the urban, middle class youth that grew up in the last 1-2 decades has not inherited the baggage of inadequacy that we carried. As a result they wear being Indian very lightly. And while, as a people, we still have a fascination for imported brands, much of it has to do with foreign being perceived as better quality/ trendier product. If the "imported" brand does not deliver sufficiently on these criteria, it will be rejected. The good news for Indian brands therefore is that they have a level playing field. We are no longer prejudiced against the made-in-India label. On the flip side, I fear that it will mean a moving away from things "Indian" - notably our Indian textiles and way of dress. Now that FDI norms – especially for single brand retail - have been eased, and competition is at our doors, it will interesting to see how the market ramps up.