About INgene blog : First ever Indian Youth trend Insights blog

About INgene : First ever Indian Youth trend Insights blog:
This blog explores the detailed characteristics of Young-India and explains the finer & crucial differences they have with their global peers. The blog also establishes the theory of “adopted differentiation” (Copyright Kaustav SG,2007) and how the Indian & Inglodian youth are using this as a tool to differentiate themselves from the “aam aadmi” (mass population of India) to establish their new found identity.

The term youth refers to persons who are no longer children and not yet adults. Used colloquially, however the term generally refers to a broader, more ambiguous field of reference- from the physically adolescent to those in their late twenties.
Though superficially the youth all over the world exhibits similar [degree of] attitude, [traits of] interests & [deliverance of] opinion but a detailed observation reveals the finer differential characteristics which are crucial and often ignored while targeting this group as a valued consumer base. India is one of the youngest countries in the world with 60% of its population less then 24 years of age and is charted as the most prospective destination for the retail investment in the A. T. Kearney’s Global Retail Opportunity Report, 2007. With the first ever non-socialistic generation’s thriving aspiration & new found money power combined with steadily growing GDP, bubbling IT industry and increasing list of confident young entrepreneurs, the scenario appears very lucrative for the global and local retailers to target the “Youngisthan” (young-India). But, the secret remains in the understanding of the finer AIOs of this generation. The Indian youth segment roughly estimates close to 250million (between the ages of fifteen and twenty-five) and can be broadly divided (socio-psychologically) into three categories: the Bharatiyas, the Indians & the Inglodians (copyright Kaustav SG 2008). The Bharatiyas estimating 67% of the young population lives in the rural (R1, R2 to R4 SEC) areas with least influence of globalization, high traditional values. They are least economically privileged, most family oriented Bollywood influenced generation. The Indians constitute 31.5% (A, B,C, D & E SEC) and have moderate global influence. They are well aware of the global trends but rooted to the Indian family values, customs and ethos. The Inglodians are basically the creamy layers (A1,A SEC) and marginal (1.5% or roughly three million) in number though they are strongly growing (70% growth rate). Inglodians are affluent and consume most of the trendy & luxury items. They are internet savvy & the believers of global-village (a place where there is no difference between east & west, developing & developed countries etc.), highly influenced by the western music, food, fashion & culture yet Indian at heart.








Sunday, March 16, 2008

Attitude and Lifestyle- Youth segment- Delhi

1.youth today r not at all patient...........they want quick results......they aspire to earn a lot so that they can raise their standard of living.

2. idols keep on changing it has become more of a trend..........like in looks they really crave for cool n fashionable style......thinking.........these days they really idolize mahatma Gandhi or someone like aamir of taare zamin par because youth today r quite emotional n when it coms to attitude its more like ''DONT GIVE A DAMN TO PEOPLE N LIVE THE WAY U R'' .

3. Again it comes to flaunting ur style like they say they like sports like BOWLING, POLO, POOL, BILLIARDS even when they don’t know anything about the game........but CRICKET still remains everyone's favorite.

4.A section of people prefer buying branded stuffs but few of them still go for flea markets..........they can spend around 5 grands for clothes if they really think the stuff worthy...........n regarding the design, youth prefer comfort over fashion like girls go cool in kurtas n loose t-shirts in summers or simple cotton capris.........for guys they go for simple t-shirt n denim.......but they make sure they wear ethnic while attending any function or festival at their place.

5. They go for natural fibers like cotton n khaadi which is both comfortable n trendy........n Gandhi n khaadi both will b in during this summer because it’s damn hot in Delhi.

6. Depends on weather n figure.........mostly body hugging because they think when they have it they should flaunt it........but at times they can’t compromise on comfort specially scorching summers.

7. They prefer subtle colors like white cream light blue but go for dark colors in winters n BLACK is always IN as THE COLOUR. 8. Undoubtedly BIKES because then they can showoff clothes sport good hairstyles n of course GIRLS

Copy right @ INgene
Kaustav SenGupta & Ragini Sinha

1 comment:

Sanjith said...

Hi,
Are these statements a part of any research which you have done?