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, December 17, 2008

Tendulkar is voted as the role model of Health & Happiness

Tendulkar is voted as the best role model for "Health and Happiness" in India...a country where the opinions are hugely influenced by the glossy silver screen, TV (ads, news and ya soaps) and eternal beliefs Tendulkar seems to touch all the cords correctly...he is the most prominent face in health drink ads (for kids & adults)without even a single scandal (very family person...yes in India thts again a barometer of a healthy and happy person!) and looks "healthy"(with his little tummy, round face and kidish smile…and immature voice)...

Check the report below:

Tendulkar voted as India's best role model in survey
Wednesday, 17 December 2008
Mumbai: Master blaster Sachin Tendulkar has been voted as India's role model of health and happiness in a countrywide survey initiated by a magazine.

According to the survey done by global research firm Synovate for 'Complete Wellbeing' magazine for its December issue, out of 320 nominations, Tendulkar emerged as the best, a media release said.

Alongside Tendulkar, Bollywood icon Amitabh Bachchan and former President APJ Abdul Kalam emerged in the top three bracket.

Tendulkar, who guided India to a sensational Test victory in Chennai against England on Monday, expressed pleasant surprise at being crowned as the top role model of health and happiness.
"Is it true? My countrymen think I am the healthiest and happiest person in the country? What a compliment! I am truly overwhelmed. I will cherish this compliment forever," Tendulkar was said to have reacted to the survey results, the release added.

© Copyright 2008 PTI. All rights reserved.

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