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


“Fashion is a form of ugliness, so intolerable, that we have to alter it every six months”.
A mumbaikar completely agrees with this quote and follows it whole heartedly. More so, because to the youth here, it comes too naturally, being very fashion conscious or for that matter, as too many fests like the Navi Mumbai fest, Bandra Fest, etc keep going on continuously.
Most people are other people, their thoughts are someone else’s opinions, their lives a mimicry, their passions, a quotation. Let’s take a quick pick at the trends followed by youth in the dazzling city of glamour, a city of more initiators than followers.

 Skin fit denims with deep colored (wine reds and browns) pumps coupled with a tote bag or jholas in muslin , streaming aloud the “go green “ message, selected best by her, this season.
 Scoop necklined, solid colored tees or may be with those Tom and Jerry prints, draped with Oh! so nice warm checkered stoles.
 Puffy Shorts in classic whites or beiges with folds or tabbed at the hems.
 Gladiator sandles (ankle length) in different colors, white and yellow seems her favourite.
 Converse is staying back with more graphics, branded floaters never left the scene anyway, have been teamed up with bright patterned socks.
 Chicks with straight hair seem to stay there forever, giving a twist with fringes. That’s it!Time for the “short in short” girls!

 Baggy jeans are out, guys are more into slim fits and denims-slightly tapered at the ends.
 Tees have become longer and high waist trousers are back.
 Waist coats have become more of a casual attire now, classic black and beiges are very prominent in Mumbai- the twist- it’s over tees and kurtas now.
 Converse is with everyone. Trend of flip-flops is common, but guys generally prefer more of graphics-EdHardy like prints.
 Puffiness and spikes are in for hair styles with guys. Long hair is out. A clean look for the “dandy” kind of guys. The other category coming under “bollywood madness” are following the Aamir’s Ghajini look..chopped hair and fine lines.
Not to forget, when we talk about the fashion conscious mumbaikar youth, the only thing worse being talked about is not being talked about.

(Copyrights to Vibhuti, Jyoti and INgene)

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