• samarthkumar

This paper investigates why entrepreneurship has become an unusually visible and attractive aspiration among today’s college-age youth in India, and why the appeal appears stronger than the job-centred career ideal associated with the previous generation. It studies the historical growth of salaried employment and later startup culture, psychological needs for autonomy, status, competence and control, digital access to markets, institutional support, and social-media portrayals of wealth and freedom. Its central original evidence is the author’s survey of 100 students: the author reports that 80-90% showed addictive or problematic social-media use and that students aspiring to entrepreneurship cited social media as their sole stated reason. Published research is used to situate this result. Crucially, comparable time-series evidence is limited: a 2013 student survey already found strong long-term entrepreneurial aspiration, while a 2023-24 national student survey found that employment remains the most common immediate post-graduation plan but entrepreneurship grows as a five-year aspiration. Different methods prevent a direct numerical trend claim. The paper therefore asks what makes business ownership salient and psychologically appealing today, not whether every student has stopped wanting a job. It concludes that social media may be a powerful source of role models and lifestyle expectations, while real aspiration also reflects perceived opportunity, identity, education, policy and changing work options.

youth; student entrepreneurship; aspiration; social media; luxury lifestyle; self-efficacy; India; career imagination

"why todays youth are attracted towards entreprenureship ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.13, Issue 9, page no.d489-d494, September-2026, Available :http://www.jetir.org/papers/JETIR2609348.pdf

"why todays youth are attracted towards entreprenureship ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.13, Issue 9, page no. ppd489-d494, September-2026, Available at : http://www.jetir.org/papers/JETIR2609348.pdf