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In the West, time is money. In India, time is a river. This is why "Indian Stretchable Time" (IST) exists not as a flaw, but as a cultural acknowledgment that relationships trump schedules. Lifestyle content that resonates here doesn't scream about punctuality; it talks about adjusting . better-quality products across all categories

82% of Indians plan trips for 2025-2026 based on a region’s cultural offerings. Gen Z & Millennial Drivers: time is money. In India