The stark reality of today is that a variety of perverse and greedy forces are using the young as their market, as product consumers. They care a fig for the life and character of the young people; the only concern they have is to sell their products by hook or by crook. It is common knowledge now that India is attracting the eyes and feet of the big companies from all over the globe for its massive market potential. And when the major chink – 54% - of this market is below 25 years the pull becomes irresistible. Sudhir Gupta the Vice-President of a market research company says that the companies are getting more and more aggressive in misleading the youth and foisting their products on them. Recently the Yamaha Company launched its new bike. The launching itself was not such big news as the place chosen for it. It was the pub of a Five-Star hotel. The CEO of Yamaha Motors looked excited at this novel idea that the company had chosen a pub this time for launching a bike model.

Such methods may be in the commercial interest of a company, but they are decidedly against the real interests of the youth. The need today is to break this vicious cycle and prepare the right atmosphere in the society which may inspire the young boys and girls. The Yug Nirman Mission of Gayatri Pariwar is engaged in doing just that through a variety of its projects. The only need is for the young people to participate in such a work in full measure; for only the young can break this cycle of directionlessness. It is for them to become associated with the activities of the Vichar Kranti movement and make some bold plans and implement them. Only such a course will orient them in the right direction and at the same time provide a solution to the problems of unemployment and reservations.