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

Indian youth are still against "kissing in public "

Young Mumbai doesn't want kissing in public
Fri, Feb 6 01:20 AM

Worried globalisation is corrupting the minds of the youth? Well, don't be. This week the Supreme Court set a precedent after ruling that a married couple kissing in public did not amount to "obscenity", but Mumbai's GenNext are horrified.

They say kissing in public is against Indian culture, offensive to elders and an imported western custom that should be banned. At Mithibai College in suburban Vile Parle, Priyanka Patil (16), a first year student at NM College, from Kandivli, said kissing in public could corrupt the minds of young people, while Sonali Shah (18), a student from Borivli, said it would hurt the sentiments of elders.

Esha Shah (18), a student at the Mukesh Patel School of Technology Management and Engineering, from Goregaon, said it was "western culture". "We want to keep Indian culture.

We don't want to be western." Sitting on the steps outside Fun Republic, a multiplex in suburban Andheri, Class XI Hemangini Deshmukh (16), said: "Its against sanskar (the right way to live) to kiss in public.

I would not like to see anyone doing it." His friend Keyur Buddhdev (17), also from Andheri, said: "You have to show respect to older people.

" Sohit Sarkar (25), a creative head in a TV company, added: "It will take time for India to digest this thing." The older business crowd was also appalled.

"We want to save Indian culture. This is what westerners do," said Kirtishwar Kishore (29) a marketing professional from Chembur.

"The most important aspect of Indian culture is giving respect to elders." But the youth agreed it should not be a criminal offence.

However, there was also the odd detractor. "I think kissing in public is fine.

It is against Indian culture but I don't mind," said Prerna Singh (15), a student from Sathaye College, who lives in Andheri. "I kiss my girlfriend in public," said Rahul Pandey (18), a first year BSc student at Mithibai College, also from Andheri.

"And I've never been arrested. I kiss her in the middle of the street.
Obviously you should not go further than a kiss." However they were in the minority.

The one thing students were unified on: they did not want to see Valentine's Day banned. Avani Jain (16), of NM College, who lives in Andheri, said: "Valentine's Day is about the people you love - your friends and family. It's not about couples.".

Source: http://in.news.yahoo.com/32/20090206/1053/tnl-young-mumbai-doesn-t-want-kissing-in.html

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