The maintaining of these customs and traditions and the lack of the control of the language leads in most cases to that the elder generation of Indian have very few social contacts with the Britain. Whereas their children, the second generation Asians go to the British school and thus they have more contact with the native "white" citizens than their parents. As a consequence a generational conflict occurs. The culture of the Indian subcontinent is very different from the occidental culture. One can consider this in three aspects: economy, religion and the family structure. The rustically life of the immigrants in their homelands often stands on the extreme contrary of the life in the high-industrialized life in the British society. Characteristic of the societies of the Indian subcontinent is the system of the big family. This is why an Indian wedding is rather a connection between two families instead of an alliance between two single persons. At wedding searching the weal of the family is in the foreground.

On the other hand the group-identity stands on the direct contrary of the occidental culture which is focused on individualism. The disentanglement from the parents is here a condition for the growing up. Because of the liberally British school education of the juveniles teach the Indians to act and to think independent in expression for the own personality. At least since the 70s, not only the migrants themselves but also their children have been in the focus of research in Britain. This interest was initially triggered by concern for the culture conflict which the second generation was supposed to be exposed to. Accordingly, research has since been occupied with either proving or disproving this hypothesis, concentrating on social and cultural factors of identity formation. As they have integrated into the existing community, the indigenous population has also acknowledged their values, cultures and behavioral patterns. This transition has to some extent been assisted by the often powerful voice of the offspring of the first wave of immigrants who are now reaching adulthood and who can be strong exponents of traditional beliefs.

At the beginning of the twenty-first century, today’s second generation immigrants (broadly 18-30 years old) are heading upwards in economic and status terms. The large number of Asian students enrolled in the UK’s leading universities, who originate from diverse social groups, exemplifies this. While the caste system still affects many Asian Indians, lower caste members in the U.K. are reaching new heights with their education and profession, buying products that reflect their current status and allowing them to move away from stereotypical views held by their Asian Indian colleagues. This also brings challenges to them in terms of their position in society, and the social and domestic issues they face in spanning two, often contradictory cultures. They are adapting, developing and changing their roles against an eastern and western cultural backdrop. As societies become increasingly multi-cultural, ethnicity and culture is an important influence on the development of marketing strategies. Ethnicity affects consumer behavior from styles of dress, tastes in music, leisure time pursuits and even food and drink consumption. As individuals or groups of individuals move from one country to another and re-settle, ethnicity is being re-created, re-defined and re-invented over time.