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.

Saturday, September 19, 2009

The concept of “extreme” sports in India

The adrenaline rush in India?
With limited resources and creative brain, Indian youth has their own "desi" way of "fun"...

What do you mean by “extreme”? to wear gloves, helmet, knee guards, ankle guards etc and play a “show off” game where thr’s no risk of life? …well, in India, its a different ballgame…the extreme is also very “desi”. Here extreme sports are those where u have high probability of loosing life (and nobody is going to care /hype your death)…or some of your body parts (without any compensation guaranteed…cause most Indians doesn’t have accident coverage)…and there will be no cheering crowd or support crew…so, where and how it happens here?

It happens everywhere!...a small note of few extreme sports popular among Indian youth :

1. Hanging at the door in a public transport (buses, maxi cabs, trains etc.)…and sometime jumping out when the vehicles are still in speed…or to take the head out (and swiftly getting in) just before an electric post is approaching in the side of the rail track… you can check it at any street/ rail stations in India, and ya, no gloves, helmets blah blah blah…over it, the sweat, heat, crowd and scolding of the grey hairs…

2. Crossing the highway / railway-crossing just before the truck/ train comes nearer…

3. In a bike how fast one can reach to 100 in speedometer at a crowded road…obviously, the skills are needed…

4. Break a traffic signal just when the rest of the vehicles are rushing in from other side and the sleazy cop is running at you (for some extra buks)…
So on…

And blv me these are more dangerous than hanging over a bridge with strong hook, nylon rope, safety shoes, gloves, helmets, eye protection and all…your trainer is guiding you and you have a gallon of spectators cheering you with cameras flashing…

Moreover, some of us actually live in “extreme sports” everyday…at certain places (J&K, Assam etc.) going out of the home itself is extreme sport…you don’t know whether you will return back or be blasted off into pieces.

We are in the “real extreme sports” and we don’t hype all these to promote our courageous nature. We are humble, but that doesn’t mean we are not adventurous or sporty.

INgene study found 89% Indian youth (boys and girls!) "wants / would like" to stand at the door of trains and buses if given an option (than seating inside)...some stated the reason as "fresh air", "can see more", "freedom"...and Bollywood inspiration...
the thrill is more important than money or safety.

Kaustav SenGupta

(photos sourced from net not taken by INgene team)


Comments from Deepak :

with a creative application:

in there is a natural, non set related reality game show idea there for cheap (in all senses) shows..

-how many times in a minute can you cross to the other side of the road on marine drive (non peak hours the traffic is still lots but speeds are high enough, 80-100)
-how fast can you climb up the local to the roof and come back inside from the other side.

-how quickly can you reach 100 on linking road (a permanently crowded road)

-how many signals can you break till you get caught

-fastest to walk a km without stepping onto the road (it will be like the "parkour" sport as our pavements in mumbai are non existent, dilapidated, dug up, shat on, encroached by slums/shops/ mall/hotels, or simply just not there)

and many more...

no safety, no insurance, no hype, not even a prize required.... it just an average day for millions of city commuters.

Deepak Pathania,
Design Intervention (I) Pvt. Ltd.


1 comment:

workhard said...

I know.. these are some real dangerous stunts ppl pull every day.. im like cant they just wait another minute for the other bus..

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