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, May 6, 2009

Moral policing

As discussed earlier, in India the moral policing is becoming a class differentiation between Bharatiyas and Inglodians.

Source: www.ritzchennai.com / Ritz magazine March 2009 issue

Youth erupt in anxiety & rage at moral policing

29 Apr 2009, 0456 hrs IST, Ankur Batra, TNN

CHANDIGARH: Mangalore and Chandigarh may be hundreds of miles away, but when moral police unleash their terror, the self-proclaimed saviours of culture are frowned upon with similar disdain. Just like Karnataka’s port city saw widespread public outrage after women were assaulted in a pub, Chandigarh has risen against Saturday’s incident, where an Army colonel’s son and his female friend were harassed by men in khaki who threatened to book them for merely sitting together behind a bolted door.

TOI had reported the alleged high-handedness of police officers, led by sub-inspector Ramesh Kumar and head constable Amarjit Singh, who had apparently humiliated the two at the boy’s Sector-15 accommodation.

Terming the incident an example of Talibanization in our own backyard, Panjab University student Mannat Arora fumed, It seems cops have to be told about their limits. How can they enter somebody’s house without permission. They should have been charged with trespassing.

Law student Deepak Hooda is surprised that policemen could act like this. At a time when Supreme Court has recognized live-in relationships, UT cops are stuck in the Dark Ages, he remarked.

Revealing that youngsters were planning to meet the IG, home secretary and governor in this regard, Harjinder Singh Dhillon from PU said, It’s our personal lives. First they said, don’t be together in public places... then came the ban on roaming in cars. And now, even our houses are not safe!

For Sukhmani Malik, a singer, it’s the narrow-minded attitude that has her peeved. We are no kids and don’t want cops to preach us. Cops should be trained on which areas of public life they can interfere in and which they should stay away from. This incident just showed how ridiculous things can get when cops think they can infringe upon all spheres of our private lives, she stressed.

Being a disc jockey, Bally Singh has often seen cops overstep their limits. But this is a first even for him. Tomorrow they’ll enter pubs and clubs and say this is wrong. I have faced this situation even while sitting with my wife. They probed us like we were criminals, he said.

The duo who faced undue harassment on Saturday now plan to approach the state human rights commission. Only we know how agonizing the experience has been. The cops must be punished for what they have made us go through, the boy said.

Source: http://timesofindia.indiatimes.com/Cities/Youth-erupt-in-anxiety--rage-at-moral-policing/articleshow/4461294.cms

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