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.

Friday, October 16, 2009

Indian youth and "Tat-toos" : a farm fresh report

Kaustav SenGupta

Under the Skin

Posted: Jul 09, 2009 at 0004 hrs IST

While the world was tuning in to watch the memorial service of Michael Jackson at the Staples Center, Los Angeles, tattoo artist Lokesh Verma was hunched over a client’s back in his Delhi parlour, painstakingly recreating the King of Pop’s anti-gravity lean made immortal in the video of his 1987 hit Smooth criminal. “One of my regulars came with an image of Jackson and wanted it on her back as a tribute to him. It was quite an experience transferring the image on to skin,” says Verma, 26, owner of Devil’z Tattooz in Vasant Vihar. If you thought MJ was an offbeat choice of body image, don’t be surprised. This summer Delhi’s young body art lovers aren’t settling for the usual butterfly, Om and satanic images. Quirky is the new buzzword, everything else is passé.

Sonal Lewis, 23, got her first tattoo done by Mumbai-based artist Vikas Malani a few days ago, and the image was like nothing Malani had done before. “It is a half woman-half tiger. It looks as if the woman is coming out of the body of tiger. I used to be a dancer and was nicknamed “Cat” in my dance class. The idea was to get something completely unique, something feline and wild but not vicious, something essentially like me. We’ve heard of mermaids, my tattoo is a tigerwoman,” says Lewis.

Mike Cowasji, who’s been running Mike’s Body Art studio in CR Park for the past six years, is excited about the kind of designs Delhiites have suddenly developed a penchant for. “Previously, it used to be a small tattoo as people played it safe. Now, they want big tattoos. I’ve been doing a lot of black and grey washes, bringing out different shades of black, with water effects, images of mermaids, dragons, phoenix and even pagan symbols,” says Cowasji, 40. As an artist, he enjoys the new challenge to think big and ink big as well.

Apart from new washes and MJ tribute tattoo, there’s a hot demand for ‘Biomechanical’ tattoos, images of body parts drawn with a bizarre twist. So expect to see a lot of eyes and hearts painted on shoulders and bare torsos. While biomechanical art rides high on its morbid appeal in Delhi, foreign tourists, says Verma, usually ask for “elaborate wedding-style henna motifs and intricate Madhubani designs”.

The Gurgaon-based Funky Monkey tattoo studio says the god Shiva has become a hit. “We do about four tattoos every day of the week and approximately seven during weekends. Big pieces of Shiva are in demand and we have a steady stream of women who want their children’s names tattooed as well,” says Hardy Mitra, 40, who started the tattoo studio eight years ago and has new outlets planned in Delhi and Kolkata. Younger girls, who come accompanied by parents, seem to have fallen in love with mythical animals like the unicorn and want one on themselves. The more bizarre, the better!


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