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.

Thursday, November 27, 2008

faith and fashion- IN

Previous article speaks about how the youth today have faith in spirituality, numerology, astrology and other such not-so-conventionally youth interest fields. To talk in terms of fashion trends, these interests have moved beyond just holding religious sentiments into the daily lifestyles of the youngsters. Many young-adults are seen flaunting red-yellow holy threads, silver-bronze kadas, colored beaded neck pieces with equal poise, as they flaunt their branded accessories. Discussions on zodiac signs, with respect to the similarities and dissimilarities, attitudes of persons belonging to different star-signs, attributing one’s nature to his/her sign etc… is quite a common topic amongst these age-group. There are many who just like the aesthetics of these items, like wearing a cross even though one may not be a follower of Christianism or wearing mythological pop-prints on ones outfit when one may not even know their names, but are still passionate about projecting their culture...a true Glocal indeed. Whether or not these items are worn by youth as a style statement or out-of-religious beliefs, these religious and spiritual symbols not just reflect the Indian identity of these youngsters but also reinforce the fact that, however western or modern we may become in our attitudes and behaviors we will always be rooted in our rich unique culture and tradition.

As we have mentioned earlier “the gen V (V for virtual)” of India is a truly balanced generation… touching traditional base they knows how to fly… where the tradition/ spirituality and culture/customs are not taken as burdens but a point of pride (unlike the earlier generation)…for detailed photos of “mix trix” please check the earlier posts.

Copyright to : INgene Team (Kaustav & Neha)

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