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.








Tuesday, January 20, 2009

Going green@Khadi

As I mentioned earlier, going green is one “fakoconsciousness”(check my earlier posts...)that’s growing among Indian youth…and the latest craze over Khadi depicts the same…
Khadi was always popular among a niche group but now it became cool to be in khadi among the hip and happenings...

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'Khadi' catches imagination of budding designers
Tue, Jan 20 10:20 AM

Rajkot, Jan 20 (ANI): Taking cue from the latest trends of going 'green' budding designers in Gujarat used 'Khadi', an eco-friendly handspun fabric for their latest creations.

The students of fashion designing said that Khadi wears brought full circle to the days immediately preceding independence when Mahatma Gandhi had called Khadi soul of nation.

The creations by these students are to be showcased during a fashion show scheduled to coincide with the death anniversary of Mahatma Gandhi.

"People use various fabrics for their clothes, but Khadi has not been experimented with that much as yet. There are hundreds of varieties of khadi available, so we thought that we could make dresses like capri and saree. Our designs have turned out to be innovative," said Riddhi, a fashion-designing student.

Khadi, a versatile fabric, is natural and handspun and hand woven from excellent fibres of cotton, silk and wool or a combination of at least two fibers. With the youth increasingly taking to Khadi, those who have always endorsed the fabric feel vindicated.

"We want that Khadi should be presented to the nation in a new manner. The young generation should be acquainted with the fabric. We are happy that the friends group in the city has come forward to promote Khadi. We are supporting them and these people have organised a fashion show on January 30," said Devendra Bhai Desai, a man at a Khadi clothes shop.

'Khadi', was symbol of non-violent opposition to the British colonial rule. It soon became a household creation following his clarion call during freedom struggle. (ANI)

Source: http://in.news.yahoo.com/139/20090120/824/tnl-khadi-catches-imagination-of-budding_1.html

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