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.

Thursday, February 12, 2009

Valentines day :a socio-cultural cold war...

The socio-cultural cold war being already started between Bharatiyas and Inglodians...

Bangalore lovers offered protection against moral brigade

Thu, Feb 12 02:25 PM

Bangalore, Feb 12 (IANS) Valentine's Day this year will be unique for lovers in India's IT hub Bangalore. An anti-moral policing group has assured youths that its members will protect them from activists of the Sri Rama Sene, a right wing Hindu group that has threatened to disrupt celebrations on Feb 14.

The anti-moral policing group is led by Vatal Nagaraj, head of Kannada Chaluvaligaru, a pro-Kannada party.

Nagaraj, a former member of the Karnataka assembly, has named the fleet of cars he is mobilising for Valentine's Day duty 'Prema Vahanas' (Love Vehicles).

The members of his party will make rounds of Lalbagh and Cubbon Park, the two most sought after places for young lovers to walk hand in hand or cuddle up, and other areas, to keep Sene men at bay.

'We have not yet decided on the number of Prema Vahanas to be put on duty that day but they will be sufficient to keep the troublemakers away,' Nagaraj told IANS.

'We will go to popular places like Lalbagh, Cubbon Park and other areas in Prema Vahanas to stop the Sene men from creating trouble,' he added.

Besides Nagaraj's group, the Sene's threat is also facing opposition from various other pro-Kannada organisations and the Dalit Sangarsh Samiti - a group fighting for the welfare of Dalits in Karnataka.

While the 'send pink chaddis (underpants) to Rama Sene' campaign that was launched on a social networking site has got worldwide publicity for its cheeky idea, other Internet users are also active in mobilising civil society to stand up to Sene.

One blogger has urged women to gather in large numbers on Bangalore's M.G. Road to offer free hugs to people to tell Sene and its leader Pramod Muthalik that women are not scared of his threats.

Rajiv Gowda, a young professor at the Indian Institute of Management in Bangalore (IIMB), through his blog bengaluru-unites.blogspot.com, is urging people to join hands 'against moral policing, against attacks on women and for our freedom'.

Responding to his call, students and office goers held lunch-hour demonstrations at around 25 locations in Bangalore Thursday.

'Only cowards attack women', 'Jobless vultures don't teach us about Indian culture', 'Culture okay, vulture yaake (why vultures)' were some of the slogans of the demonstrators.

Though a political activist close to Congress, Gowda said he took the initiative to mobilise people in his individual capacity.

'In my interaction with people I noticed there was disgust, anger and also fear over the attack on women in a Mangalore pub (by the Sri Rama Sene men on Jan 24) and the threat against Valentine's Day. I could not keep quiet and had to act. Hence, the initiative,' he said.

Asked whether one is not falling into a trap by Sene, which has little support in Bangalore and other parts of Karnataka, Gowda said: 'No. What is happening (Sene's Mangalore pub attack and the threat to disrupt Valentine Day) has come as a wake up call.

'It shows how fragile our democracy is, that a group of people can create fear in others. People seemed to be accepting soft fascism,' he added.

Bangalore city police have also assured young lovers protection from trouble makers.

Karnataka police chief Ajay Kumar Singh has said there was no plan for preventive arrest of potential troublemakers 'but we will ensure peace for a fun-filled Valentine's Day'.

Source: http://in.news.yahoo.com/43/20090212/812/tnl-bangalore-lovers-offered-protection.html

No comments: