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.

Monday, September 7, 2009

being "desi" is cool

This generation of Indian youth are reinventing the desipan which was ignored /forgotten by the grey hairs...being desi is becoming cool...

check it yourself how the lassi, and "desi drinks" are re invented along with a cool look of "feluda" (the cult fig.) "bengali private investigator" (originally written by Satyajit Ray in 70's) in comic strips...


Satyajit Ray’s Detective Feluda now in Comics
28 August 2009 03:45 PM


Famous private detective Feluda, a character created by legendary filmmaker-writer Satyajit Ray will now don a comic avatar in the series ‘The Feluda Mystries’.

Published by Penguin Books, India, two titles of the comic series namely ‘Beware in the Graveyard’ and ‘A Bagful of Mystery’ featuring Feluda’s popular detective escapades were launched recently.

About 20,000 copies of each of the titles have been published and the 48 pager titles targeted towards children above the age of 10 and adults are priced at INR 99. The comic books are available in English with most booksellers across India as well as through online stores.

Six titles have been planned under this series, which has been written by Subhadra Senguptha and illustrated by Tapas Guha. The duo, Sengupta and Guha started work on the comic strip in 2004 and it has taken over a year for each story. Some of the other titles include ‘Murder by the Sea’, ‘The Killer of Kathmandu’ and ‘Danger in Darjeeling’ and these will be published by summer 2010.

Speaking to AnimationXpress.com Tapas Guha said “The illustration style are totally mine and I have kept the style bright, colorful and uncluttered so that the reader can follow the story with ease and doesn‘t get lost with cluttered dramatic images as the main purpose is to tell the story.”

Feluda is a professional detective with a super sharp brain. His cousin Topshe and friend Lalmohan Ganguli team up with him to capture devious culprits and solve puzzling mysteries. Satyajit Ray’s adventures of Feluda have been avidly read by children for years.

Penguin Books India Editor Sudeshna Shome Ghosh said “We are positive that the comics would receive a good response. The story and visuals are very good and the production is in good quality at an affordable price.”

In ‘Beware in the Graveyard’, a sudden violent storm takes Kolkata by surprise. It also leaves Narendra Nath Biswas injured, hit by a falling tree in the Park Street Cemetery, or was it the work of some unknown assailant? Feluda starts his own investigations and soon encounters enough questions to puzzle his matchless intellect.

In ‘A Bagful of Mystery‘ Feluda’s client Dinanath Lahiri has a strange problem. On a train from Delhi to Kolkata, someone has taken his bag and replaced it with an identical one. Can Feluda find his bag and return the new bag to its rightful owner?

Source: http://www.animationxpress.com/index.php?file=story&id=22141

the original cult "feluda" as imagined by Ray




Harley and its desi dream

Recession makes us re think…in other words, recession makes one think about himself… Harley never thought of Indians as potential customers though the Indians are more “two wheeled” than Europeans (or Americans)… check why Harley is trying to be “generous” to become desi… we have already seen other highly egoist brands following this turn…for example, the Crocs footwear or Ed Hardy

…anyway, we have a big heart to accept dead devils :)

Kaustav SenGupta

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