‘The Life of Y: Engaging Millennials as Employees and Consumers’ is the winner of First Prize at the

prestigious DMA-NTPC Business Book Awards (2018-19). The Life of Y is a riveting account of two billion
millennials, also known as Generation Y, on this planet. The book recognizes the different attitudes,
mindsets and behaviours that they exhibit and how environment has played a critical role in shaping this
unique cohort. The book delves deep in to the life of millennials and uncovers the several paradoxes
that dots their life, impacting their wellness and causing a reversal of their happiness quotient.
Understanding is the basis of engagement. The book uses the same principle of life in creating a deep
and right understanding on their life and attitudes and makes it the very basis of millennials can be
engaged in different contexts –
workplace (as employees), marketplace
(as consumers) and in society at large.
“Absolutely invaluable. Read this book, expand
your horizons, look to the future ad enjoy the
Millennials, aged between 17 and 37 experience.” - Marshall Goldsmith, The
years, are fast becoming the world's Thinkers 50 #1 Leadership Thinker in the
most important generational cohort in World.
terms of consumer spending growth,
sourcing of employees and overall
economic prospects. Engaging this
cohort for businesses, societies and
nations is no more a matter of choice. Most studies indicate poor levels of engagement of this cohort.
Poor engagement will not only have cost implications but also have huge negative implications on the
growth, profitability and sustainability of companies and societies. This book attempts to create a deep
empathy for millennials and provides a consultative guidance to engaging millennials seeking to
complement the old models and designs of engagement.

The book has several highlights, but the

best part of the book are the real-life
narratives of millennials that are “This book is a must-read for organizations
sprinkled generously all over the book. that are looking to positively engage with the
These real stories not only make the book millennial generation.” – Kiran Mazumdar
an interesting read, but also create a Shaw, Chairperson & Managing Director,
believability factor keeping the readers Biocon.
glued to the book. Perhaps this is the
reason that the book has been able to
appeal to readers of all ages and has
been acclaimed nationally as well as
internationally. The book features in the collection of Stanford University, NLB, Singapore, UoW,
Madision (US) and several other reputed global institutions. The book is a must read for all.