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.

Wednesday, November 26, 2008

astro being trendy among Indian youth

Soothsayers popular with Gen Next

Tue, Nov 25 01:51 PM

Ruby Nanda New Delhi, Nov 25 (PTI) They maybe smart suave new jetsetters but the modern youth are still facinated by the age old art of astrology, tarot reading, numerology more then ever. "A lot of young people come to me.
Today's youth is ambitious they want everything very fast. They do not want any problems in their life.
We never say that there is any replacement for hard work but minor changes can bring you better luck", says Niraj Mancchanda, a numerologist from Mumbai. The new-age soothsayers are popular with the young with a desire to get ahead fast in life .
"People come to correct their names so that they vibrate with positive vibes for good luck", says Mancchanda. Come marriage season and event the educated and the illiterate make a beeline to astrologers seeking their advice.
"Young people want it both ways; they want to marry the person they love yet not have any problems. So they come to consult me, so that there are no problems in the future,"
said Prem Sharma, a popular astrologer.

A visit to a palmist, numerologist, tarot card reader or astrologer has become quite a fashion statement now-a-days. It has become quite a thing to have theme parties or a tarot reader in a party, says Nandita, 23, a Public Relations executive.

"My friend a top government official is going through a bad phase in her married life, she consulted a tarot reader whom she claims told her every thing correctly," says Kabita "This has always been there for centuries in India, it is much more widely accepted because of insecurity and unsurety in the modern world. Any individual cannot survive in a condition of ambiguity," says senior consultant, Fortis hospital Clinical Psychologist Vandana Prakash.
Source: http://in.news.yahoo.com/20/20081125/1418/tnl-soothsayers-popular-with-gen-next.html

Kaustav says : If you check the earlier posts in this blog, I have posted the trend prediction last year where it was stated that there is a growing affinity towards “trendy” spirituality and youth will tend to bend more towards the traditional “faith” to find resorts from growing anxiety and pressure (work, economy, competition, ego) in India.


Indian said...

Interesting blog!

David said...

Thanks kaustav for this post. You catch up the exact thing. Really i have enjoyed this blog.

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