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.








Sunday, March 8, 2009

Indian women-socioeconomic status

A strange survey was done by Times Of India and they tried to prove that Indian women yet not have the power to decide upon their spendings...
I dont think it's because of lack of freedom but of family bonding (a prevelent factor of Indian society). This bonding is an asset of this country to maintain a happy and satisfied social structure (unlike western society).

Have a look at the report:

A survey of single and married women, about half of them working and the other half housewives across eight of India’s biggest cities has shown that a majority of them do not decide how the money is to be spent. Nor do they believe that they should be able to determine what they may or may not do by way of evening entertainment.

The findings are particularly sobering because those surveyed are relatively young, in the 20 to 40 age group and from the highest socio-economic categories SEC A and B. Clearly, a lot will need to be done to alter mindsets before the change in a woman’s economic status translates into genuine empowerment.

The poll was conducted exclusively for TOI by leading market research agency Synovate India in Delhi, Mumbai, Kolkata, Chennai, Bangalore, Hyderabad, Pune and Jaipur in the week leading up to March 8. A total of 1,004 respondents were split roughly equally between the eight cities. About half were aged 20-30 and the rest 31-40. Similarly, the SEC A-B split was roughly even.

The surveys most revealing finding was that only 46% admitted to deciding how their money was spent or invested. Significantly, this proportion was only a little higher - 52% - among working women. Even among single women, only 49% decide what they do with their money. So, who decides for the rest? The parents mainly, for single working women. Husbands mainly, for married women in general and housewives in particular.

The response to a question on who should decide how a woman entertains herself in the evenings also illustrated just how entrenched the patriarchy remains. Only 42% said the woman herself was quite capable of deciding on the issue. While only 3% felt the so-called moral police had any right to stick its nose in the matter, a majority said parents or husbands should decide on the lakshman rekha. Across categories of age, married/single, working/non-working and SEC groups, this proportion was much the same, varying in a narrow band of just 51% to 55%.

If there was little to distinguish between single and married women, working ones and housewives on the questions of the survey, there was a clear difference between responses from different cities. Kolkata, on the whole, emerged as the city with the most liberal attitudes and Chennai as the one with the most conservative.

Another question posed was on whether a woman's career was more important than her family. Interestingly, less than one in ten chose a third option put to them – that they should not have to choose between career and family. Over two-thirds said the family was more important than one's career and less than one-fourth said their careers were their priority.

Not surprisingly, there was a clear difference between single and married women and between working and non-working ones on this score.

How safe do women find their cities? Not very. While 54% overall said they felt safe traveling around the city on their own, 45% said they did not. Chennai, Pune and Kolkata - in that order - turned out to be the cities where women feel safest, but somewhat surprisingly, Bangalore and Mumbai emerged as the only ones in which the majority felt unsafe. Single women exhibited greater confidence than married ones; working women more than housewives. Between the two age groups, however, there wasn't much of a difference.

Are women discriminated against when it comes to pay and promotion? A majority said no, but a substantial 43% said yes. Chennai and Pune respondents were emphatic in rejecting such a hypothesis and Mumbai and Kolkata the two cities in which a majority felt gender-discrimination was a fact of life.

On the question of whether sexual harassment was common at the workplace, however, Pune, Jaipur and Chennai were the cities in which more respondents said yes than no while Mumbai and Kolkata were the cities in which the lowest proportions said yes.

Finally, to return to the provocation for the survey, we asked women whether they felt a Women's Day should be celebrated at all. An overwhelming 87% said it was right and proper a special day be reserved for them. In Chennai and Bangalore that proportion was as high as 95%. If you thought younger, single, working women would care less about such token gestures than slightly older, married working women or housewives, think again. The findings reveal quite the contrary.

Single women were more enthusiastic about Women's Day than married ones; the young more keen than the older lot and working women more than housewives. In fact, even among the SEC categories, SEC A respondents were somewhat more in favour of the idea than SEC B.

Source: http://timesofindia.indiatimes.com/Sunday-TOI/View-From-Venus/Womens-liberation-Its-a-long-way-off/articleshow/4240015.cms

Some of the openions about this survey are:

Mansi,Dubai,says:I dont understand why this survey. I am single and working but family is still a priority? Why not and why does that make me less empowered? Between a husband and a wife, both can decide what to do for entertainment, hopefully something they both like. How does patriarchy come into the picture? There is equality and a power balance in every relationship that cannot be brought out by such superficial surveys

Satheesh,UAE,says:This is one major reason why marriages last longer in India. If one has to decide weather she wants a longer married life or financial freedom, what would many choose for?

Satish,chennai,says:well said Shivani, the writer of this ariticle first must understand the Indian family values. By going into broken families and taking the interviews does'nt represent the entire women of India. there are countless women who have a happy family and they are respected in India. I am sure their numbers are more than the those are so called supressed ones. i shall never say women are never supressed.. it is a sad reality of this world and everyone are fighting for this.. there are men who are fighting.. i as a fater fight for my daughter's rights, my son as a brother fights for his sisters right so on.. there are always more men than women to fight for the womens cause. the what are these fuss about!!!!

RAJESH MISHRA,DUBAI,says:I don't know where and how this survey was carried out, bcoz I stayed in Mumbai for 25years and past 10years in Dubai, but each and every earning women whom I met decide/s themselves HOW TO SPENT THERE MONEY? the only thing is they seek opinion from family member. Seeking opinion is a good thing, it doesn't means the family members decide on their earnings. Do anyone think seeking opinion within family has something to do with their personal rights? if so, they (men/women) should quit the family.

and in this openion pages almost 98% were men(atleast the id's showes so...) and NRIs!!!

Source: http://timesofindia.indiatimes.com/opinions/msid-4240015,curpg-4.cms

1 comment:

God's Princess said...

I am interested in the plight of Indian women and their culture as well.I've just wrote about the APPEALING and positive things that I've found in Indian women - the femininity and beauty of Indian women. You can see it here; http://theartofbeingfeminine.blogspot.com/2009/04/beauty-femininity-and-appeal-of-indian.html

I hope you like it :-)