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 5, 2009

Nano under the neem tree

Though this story has no direct link with the youth trends in India, but it shows the bonding Indians have among themselves...the mentality to share the joy...the attitude to remain happy and celebrate each occation...it can be the simplest one as getting the first nano car delivered...


Mon, Aug 31 07:05 PM

Off the neglected, serpentine roads of Nakhrola village in Gurgaon district sits Satish Kumar's home. Around it lie his five acres of lush fields sown with til (sesame), arhar (lentils) and bajra (millets).

His two cows and their calves, tied to a post behind his house, yawn occasionally as they chomp on a pile of straw. And beneath the old neem tree in Satish Kumar's compound rests his gleaming silver Nano, the first to hit the road in north India.

In Nakhrola, Kumar is known simply as 'the man with the Nano'. On July 18, the day his Nano was delivered, it was celebration all the way.

"There were drums and dancing all around, all night long," remembers Kumar's wife Saroj (33). His mother Indira Devi (55) tells of how the rest of the village collected outside their home and everyone wanted to drive the car.

In a district where 33 per cent of the population is illiterate, Kumar became a celebrity overnight. Journalists from India and abroad descended on Nakhrola, followed the family all the way from the car showroom and spent the day with them.

Some Japanese reporters even camped for two days in his two-bedroom house. And, says Saroj, "When we drove to our temple in Manesar, the whole village followed us.

" But he does let his friends borrow the car. "Every day, someone or the other comes and asks for the keys," he says.

"Everyone here loves the Nano.".


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