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.

Tuesday, March 17, 2009

the post slumdog nautanki (drama) continues

Slumdog Millionaire kids to catwalk at WIFW

Sun, Mar 15 01:08 PM

New Delhi, Mar 15 (PTI) The dream run continues for "Slumdog Millionaire" stars Rubina and Azharrudin who are set to sashay down the ramp for designer duo Ashima-Leena at the Wills India Fashion Week beginning here next week. "As we watched these two beautiful children Rubina and Azhar, bringing the rare honour to our country, our hearts melted with emotions with the thought of their getting back to the slums after all the fame and glory they enjoyed," says designer Leena Singh, The capital-based designers, who have been doing solo shows with the WIFW since its inception in 2000 have not had any celebrity endorsements so far.

"We are a very business oriented brand and have always believed that our clothes are the stars. But the thought of these two innocent children touched our hearts returning to the slums.

We really felt very bad and decided to do something for them which will make them keep going in life," says the designer. Both Rubina and Azaruddin who starred as the young Latika and Jamal in the eight Oscar winning film "Slumdog Millionaire" will be wearing outfits specially designed by Ashima Singh.

"Ashima is just finishing up the designs for the children. They will be wearing clothes that have a very global look," Leena told PTI without giving further details.


yahoo news.

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