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, January 14, 2009

survey report- indian youth 08 (Centre of the Studies of the Developing Societies (CSDS) on Monday in collaboration with Konard-Adenauer-Stiftung)

The below report exactly depicts of what I said about the "bharatiyas*" category (check the side bar for more information).


'Over 70% of Indian youth never heard of globalisation'
Posted: Dec 23, 2008 at 1336 hrs IST

A study on Indian youth finds out that attitudes towards globalisation etc haven't changed much.

New Delhi: A section of Indian youth are still conservative in making friends outside their religious circles and more than a two-third have never heard about globalisation, said a report released in Delhi.

The report 'Indian Youth in a Transforming World: Attitudes and Perception' was released by Centre of the Studies of the Developing Societies (CSDS) on Monday in collaboration with Konard-Adenauer-Stiftung (KAS), an international organisation with German roots.

The report said that only 29 per cent of the Indian youth have ever heard about globalisation while 66 per cent of them still consider alcohol as taboo. About 48 per cent said they have strong faith in the democratic values while 27 per cent were indifferent to these issues.

Presiding the event, noted psephologist Yogendra Yadav from CSDS said "the survey exposes the underlying attitude of the youth and tries to study political and social values prevalent among the India's youth population."

Family remains a key institution among the Indian youth with parental authority continuing to be crucial, with 60 per cent saying that final decision on marriage should be taken by parents. "Family support system is invaluable." While 27 per cent of country's youth reported that they did not have friend from other gender, religion or caste.

Commenting on the fact that youth of the country is transforming but the politics is not, Lok Sabha MP Sachin Pilot a panel member said, "India politics is also changing and we will see much transformation during the next decade."

"There is disconnection between globalisation and the 'Dalit youth' of this country because youths belonging to that segment of the society are still concerned about social and political security like right to vote," a panellist, Bhanwar Meghuvanshi of Dalit Adhikar Avam Ghumantu Adhikar Abhiyan from Rajashthan said.

"Dalits welcome modernisation and technology but we are afraid of globalisation as we are not able to participate in it," he said.

Muslim youths said they are discriminated upon in terms of employment opportunities, according to the survey.

Youths are vertically split about India's relations with the United States of America. 39 per cent of the youths oppose US hegemony while 35 per cent are in favour of broad relationship with the super power. Urban youths want better relations with Pakistan in comparison to rural youths, the survey claims.

"Dressing up in the latest fashion is important among the Indian youth. Young men in India tend to be more fashion conscious than young women," the report said. Internet penetration in India remains poor. Only 12 per cent used internet frequently.

When asked about prioritizing their concerns, 54 per cent said that they are most worried about unemployment and poverty while 35 per cent of the youth said that terrorism in the country is largely due to the Government failure.

For 44 per cent of the youth population carrier is their greatest anxiety. 24 per cent of the youth said that they are anxious about global terrorism.

The survey recognised 'education' as the key driver of modernism and the educated youths pledged more faith in the Indian democratic system.

India's 34 per cent of the total population consist of the youths, one of the worlds largest and in line with countries like China and Brazil. Remarkably, India will be the only country even after more than a decade which will continue to have 34 per cent of the youth population.

Source: http://www.indianexpress.com/news/over-70-of-indian-youth-never-heard-of-globalisation/401950/

1 comment:

john wood said...

I am so happy to have some fruitful facts about the youth activities. I am going to make a separate Survey Report about it. Thanks