Historically India has not been a very connected society. Each state, town and village virtually has their own language/dialect, traditions and practices. Though the overall culture is ultimately the same, it was likely that if you move from one village to another you would be unable to communicate with its inhabitants -- knowing only the language of yours.
My interviewee explained that the internet has brought some of these villages the ability to connect -- maybe not so much to one another, but to the westernized world. The young particularly seek out the brands and trends of the westernized world and connect based on those. I wonder how long it will take for the unique languages and traditions of India to be lost to the connectiveness of the internet.
If I read the article correctly, I think the use of the internet in India is causing a positive feedback loop, and forcing a grossly underconnected society to become overconnected (please correct me if I am wrong). I wonder how the culture in India will look in another 50 years with a new generation in command and possibly even more ways to stay connected.