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

"look" & lifestyle catagories of girls in Delhi University- Observation by Ragini Sinha

was telling u 'bout ladies in DU
1. BEHENJIs- girls who are quite girly girly girls.......typical girls who wear flashy dresses n talk like grown up ladies
*dressing-wear dresses with matching accessories n footwear ….if they wear pink they make it a point to wear pink headband pink bracelet so on n so forth
*attitude-they have quite typical attitude towards life they r hardworking but r not too much career oriented.....they take things easily n they LOVE WATCHING DAILY SOAPS N SERIALS....
very fond of getting married soon n show that they r quite emotional..........
*girls who wear indian attire r often mistook as behenji
but its nothing as such atleast in my point of view
because style doesn't always mean wearing latest trendy western outfit
there r many who wear levis n still think friendship with opposite sex is crime
and one trait is their pretention they think they r too smart which by no means they r.

2.BTMs(or behenji turned mods)-they r girls coming from small towns or areas where they were kept like prisoners(this is wat they say no addition on my own) n when they come to places like delhi n get a good exposure to life n fashion their happiness knows no boundary n tend to do things which land up like a disaster......
*dressing-they try wearing ultra fashionable n gleamy clothes which is not at all fashionable rather its a mistake they sometimes r laughing stock for others(n thats really bad)
they go for wearing big earrings so called which r in these days(according to them)
*attitude-they r people with helping attitude till the time they r not hampered in anyways.....hope u r geting something out of my disorganized observation
they come here with a motive of studying but end up doing everything except for studies
one thing really bad on their part is that they tend to copy fashion blindly without judging wats good or bad for them
they think being friends with guys is quite fashionable (dont know for wat good reason)...

3.FASHIONABLE-girls who to an extent fulfill the criteria of being called as fashionable
they wear designer wears n carry them nicely as in they do justice with the designer.

Copyright @ INgene
Ragini Sinha & Kaustav SenGupta


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