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, February 25, 2009

slumdog(god?) and its influences

When I posted my prediction (posted in slideshare a month ago...pre-Oscar obviously) about the influences that SD will do in global scenario ("great glam slum trip to Dharavi") the viewrs at slideshare mentioned "Really.. Is it a joke??"...now yahoo confirms the hottest travel destination is MUMBAI@DHARAVI.

Read this and more:

"Mumbai is not just about glitz and glamour. It is the heart and soul of India, and Dharavi, is one of it's famed localities. It was in the slums of Dharavi that 'Slumdog Millionaire' was shot. Dharavi and Mumbai are now one of the top Oscar destinations of the season."


you can check the presentation at :


Interestingly, SD is influencing over the office-lingo too. check it:

'Dear Sir, let's never sign off with Yours Sincerely again. Jai Ho'
Mon, Mar 2 02:46 AM

Once, solar consultant Jaideep Malviya would start his official mails and letters with 'Dear Sir' and end them with 'Yours Sincerely'. Now, he has replaced both standard expressions with one: Jai Ho.

It was destiny, it seems, that Slumdog Millionaire's award-winning song would become an anthem. Corporate executives so smitten by the words that they are now using Jai Ho as salutation and valediction in their e-mails. What's more, the term has captivated even international clients.

"After the movie's success, most of my international clients started using Jai Ho in the valediction. Since the Oscars, almost every mail I got from my international clients had Jai Ho either as salutation or valediction," says Malviya.

One of his clients, Nigel Cotton of Germany, wrote that the only thing he wanted to see after the Taj Mahal when in India was Slumdog Millionaire in an Indian theatre; all he would want to carry back was a DVD with the song Jai Ho on it.

"Namaste was very common, until Jai Ho took over. It's very emotional to get such letters. No matter how different that person is, you automatically relate to him if he uses your language. Moreover, after eight Oscars, the words have a sense of pride associated with them," says Malviya.

Dutchmen Edwin Koot and Johan Trip, now in Pune, are other Jai Ho fans who use the words in all their letters. Trip took his family to watch the movie back home and now prefers to write Jai Ho in every mail to his colleagues or friends, irrespective of their nationality.

Roger Little, CEO of Spire Corporation, US, who has a special liking for India and keeps visiting Pune for business, found it appropriate to replace 'Hi' with Jai Ho in his e-mails and says it's been well accepted.

In India, of course, the youth have almost declared Jai Ho as their anthem. Diwesh Diwakar, manager of Quadrangle (naukri.com), did not lose a day in starting the trend in his office. He calls it the root effect.

"In villages of Bihar, people still wish each other by saying Jai Ho, and thanks to the song the expression is universal now. By using it I also feel nearer my roots as I hail from Bihar. Moreover, my colleagues also liked it and now we have a Jai Ho team in office," Diwakar said.

"The song is full of life and it reflects youth. I got a mail from my sister from Canada congratulating us on the Oscars win and she concluded the mail with Jai Ho. Since then I have been using the expression in all my mail. Even over the phone or in person, we greet each other with Jai Ho," says Harshit Verma, a student.

Ankit Shah, another student, sets his signature as Jai Ho in his e-mails. "Irrespective of whether the mail is personal or official, I put my signature, Jai Ho, in all my e-mails. I feel the expression is worth celebrating and sharing," says Shah. Jai Ho indeed.

Preeti Srivastav

Source: http://in.news.yahoo.com/48/20090302/804/tnl-dear-sir-let-s-never-sign-off-with-y.html


workhard said...

Wow, its amazing , how luck can change overnite. But im still not clear if the kids who starrd from the slums did return or are they better off right now?

Work from home

kaustav sengupta said...

yes they have returnd..and as usual the Govt. of India is "ofering" them flats to stay ...so they will most probably leave the slum..huh..but what about the rest of those kids who's still breathing and suffocating in slums?

workhard said...

Actually thats a very good question..There have not been any active civic body to take care of this

kaustav sengupta said...

neither there will be...cause these r the ppl who creates the bigger vote bank...and can be turned to any votebank is few bucks spent ovr them in times...so every political party keeps the slums "alive"...everywhr in this country...the same way terrorism and india -pak fight will remain forever...