In India, hundreds of millions of people are only starting to get reliable electricity, meaning for the first time they’re potential buyers of appliances such as a fan or lamp. And yet, even though that kind of consumerism is new, these would-be customers still have the characteristic impatience of millennials: “These are 10-second people—if they don’t get an answer in 10 seconds, you lose their attention,” says Anant Bajaj, a managing director for Bajaj Electricals, a lighting, engineering, electric utility, and appliance maker based in Mumbai.
—Alexa Weber Morales, Oracle director of developer content