Abstract

Globalization has deeply influenced urban India creating a complex interplay between global trends and local identities. This paper examines how globalization has transformed cultural practices consumer behavior and social values while fostering a reassertion of local traditions. It highlights the role of youth culture urbanization and media in shaping hybrid identities that balance modernity with cultural heritage. Through a sociological lens the study explores case studies of metropolitan cities where global and local influences coexist. It concludes by emphasizing the need to celebrate diversity while addressing challenges like cultural homogenization and erosion of traditional values proposing strategies for harmonious integration.