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

part of gmail discussion on the lifestyle of youth segment in bangalore - observation by ravishankar sinha

Sent at 3:26 PM on Thursday
ravishankarsinhain: well, food seems to be something which bangloreans cant go wothout
ravishankarsinhain: young married couples still date out and romance and look out for theme restraunts
i thot, once married, they ll be home stuck !!!
chennaikaustav: humm...
ravishankarsinhain: but, majority of these married couple, go out for trekking in nearby areas and adventure sports
and people invest heavily in stocks !!!
chennaikaustav: young married couple. is statistically the stronger ones to spend in households..
ravishankarsinhain: as soon as they r out of the college !!!
chennaikaustav: thts a good observation
i have heard trekking is hot as sports...
stocks...thts good
ravishankarsinhain: very much sir
it gives them chance to build in, so-called team spirits
,romance in woods !!!!!!!!
young guys are also trying out their hands in cooking !!!
i have seen quite a lot of cooking classes where the trend is to offer discount to couples instead of a single person
thats also a way out to bring closeness
chennaikaustav: ohh grt...
and whr they hangs out?
ravishankarsinhain: b'lore is second in the country after mumbai in terms of divorce rates
sir, frankly, college goers are a very few (owing to majority of engg colleges where there are strictness in hostel and all) and college crowd like delhi univ is also not thr (as not many famous degree colgs are not thr)..
chennaikaustav: okey...
ravishankarsinhain: they only spending comes from young guys who earn !!!
chennaikaustav: grt....and if couple then both of them earns i blv
ravishankarsinhain: b'lore's latest scam is a giggolo rackets (male prostitutes)
very much !!
and sometimes, thats the cause of marital failure
chennaikaustav: humm...and the AIDS is very high in bangalore city...just after mumbai...mainly gays...todays hindu news
ravishankarsinhain: thats because people are not conscious towards safe sex.. for 'em, its just another fun !!!
.. couple (both husband and wife ) working..
chennaikaustav: humm...good observation
and i blv they dont has time to understand each other..
ravishankarsinhain: because of their habitual expenditure, a lot of income is required, for which there is always a stress to perform very high and this involves time.. and thats why, the compatibility between husband and wives has gone down
chennaikaustav: wht are their daily activities?
ravishankarsinhain: and this has also lead to extra-marital affair
chennaikaustav: wht they likes to wear? outside. and at home
ravishankarsinhain: weekdays, 8am-10am work.. dinner.. sex.. and sleep..
chennaikaustav: humm....what they thinks importent criteria to impress opposite sex?
by dressing and attitude...
ravishankarsinhain: weekends.., getting up at 12 or even late, eating lunch out, going with gfs somehwere out and then partying and boozing late nite.. thats what they call it... METROPOLITAN CULTURE
chennaikaustav: metropolitan culture...
ravishankarsinhain: the only way to allure opposite sex is SHOW-OFF
chennaikaustav: show-off...interesting...
ravishankarsinhain: most of 'em,... and they dont work in hardcore software development.. just BPOs and cAll centres
ravishankarsinhain: and they all hate traffic
like anything !!!
ravishankarsinhain: women, particularly, wear dark make-up and wudnt mind changing guys like clothes..
chennaikaustav: okey...
ravishankarsinhain: i have been to one place for hukka and one pub
ravishankarsinhain: and men, are more metrosexual..
ravishankarsinhain: trying heavily to woo babes by their make - up too
off shoulder and skirts are classic among this crowd
chennaikaustav: humm...wht men prefs to wear?
ravishankarsinhain: and for guys, white tees with denims
chennaikaustav: humm...glittering dresses or subdued?
ravishankarsinhain: blazing sir !!!!!!!!!!!!!!!!!!!!!!!
to set the floor on fire
chennaikaustav: humm...
chennaikaustav: is tht bright color?
ravishankarsinhain: and guys prefer criss-crop
that means short hair
red and black !!!
girls wear mostly boots and guys prefer expensive canvas
i haven't seen people with tatoos or piercing majorly
ravishankarsinhain: sir, i belive, tatoos is not very common because, mostly they work in companies and ocorporates
chennaikaustav: okey
ravishankarsinhain: so, all that i a litle out of the way
chennaikaustav: they gos to gym?
ravishankarsinhainnopt gyming
but aerobics and spa
and same evening they go for hooka
chennaikaustav: humm...that means easy goers..
hooka bar?
ravishankarsinhain: life is in smokes …so many....

Copyright @ INgene
Ravishankar Sinha & Kaustav SenGupta

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