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.

Friday, February 6, 2009

be positive - when the ground is in fire- Indian mantra

“Kahani abhi baki hai dost”

They say India is still shining, youth is still looking for their dream jobs, the priority is still to get a degree and earn money and more money. Are we away from reality? I agree when it is said that India is less affected by recession may be because India is progressing and the youth of the country forms 40% of the total population and I being part of the youth of this country feels that it is hard to sustain your dreams. Dreams, those are catalyst and provide food for thought to do what you want in life. So, somehow you feel that you have been cheated when you touch base with the reality. When I ventured out in this big bad world looking out projects for me, I noticed few things which I would like to share. One, have patience and a lot of patience. Two, build your rapport, coz this is the only thing which can get you ground for putting your first step. Last but not the least, always believe in yourself coz there are still some people in this industry who would take you even if you don’t have any contacts. (this is where rule one is applies coz to find such people you need patience). So, today again, India is still shining for me, coz it is she who’s letting me dream and keep the hope and faith that I will make it through all the hurdles coming my way. Like they say “koi cheez agar dil se chaho to puri kaynaat tumhe usse milane main lag jaati hai” and “end main sab theek ho jata hai aur agar nahi hua to samjho kahani abhi baki hai dost”
(at the end everything resolves...if not, remember, this is not the end of story)

An article by INgene team member Prerna from Delhi.

A little bit about Prerna " well i have a commerce background..did a diploma in fashion design..and doing masters from NIFT (www.nift.ac.in), love to read abt fashion trends and keep up with whats new..love to expriment with looks and like styling."

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