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What characterizes the “New India” ? You know, the new breed of fashionable, educated, gently rebellious youth who earn their own money and often live in rented apartments? In terms of items this group consumes, I would say Cafe Coffee Day, Orkut, Ghajini-inspired caller tunes, Friends (oh sorry, F.R.I.E.N.D.S), chunky jewelry, iPod Nanos, Pink Floyd (for the engineering crowd at least)… and now, it seems that emergency contraceptives like Cipla’s iPill and Mankind Pharmaceutical’s Unwanted-72 can be added to the list.

(Note: For this post, I’ll focus on the iPill as opposed to Unwanted-72, though both companies appear to have similar philosophies) (more…)

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