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.








Friday, March 21, 2008

Youth Icons…

How many “icons” or “trend leaders” we have in India whom we can actually call “youth icons”? ahh…almost zero…neither by age nor attitude (other than Sania)...an youth icon should not only be in the same age bracket but should have the same mentality…be experimental…should always be in “talk”..in the “black list” of fundamentalists…rebel by attitude…even when Sachin was so called teen icon he use to behave like a full grown (more of... umm…midget)…measured talk…no scandles…polished look..hah…do u call that a teen? NOH...

Hence Indian teens are following their uncles…uncle SRK, uncle AK47, aunt Ash, aunt Kajol…grand mom Madhuri….

Deepika is now the hotcake among young bloods…but do u feel she deserves it? No rebellion attitude…not even a single scandal!...so how long this good boys and gals will be in top list? And the teen tribes will resort to be inspired by the “non-desi icons” whom our uncles and aunts will try to copy... how long SRK will hide his gray hairs?

2 comments:

bestabhi said...

ranbir, shahid, yash birla, roadies, emraan (for males), females like hansika, priyanka, sameera,etc. are missing here for youth style icon

Achyutha said...

well, youth icons and teen icons can be segregated, so talking about youth icon, i guess understanding their characteristics would be important which is style quotient, successful in their career, level headed, stand up for something, question or break authority( not necessary rebel yet follow what they believe in ).
so coming back to your point, actually it makes sense that youth icons don't need to be in scandals!
they don't need to be in the news for wrong reasons considering the fact that our economy is booming and the country is opening up to new ideas, its important that youth in india makes the right choices or else we will not be different from the pattern of american society... individuality is slowly getting recognised so soon there will be distinctive youth standing up...