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, October 31, 2009

Music; and how we listen today…or show off

Indian youth started following the theory of adopted differentiation in music also!

The In’glo’dians are going for more personalized music and relevant gadgets [… to listen music ie. ipod, mobile, Bluetooth earplugs etc…) whereas, Bharatiyas are aggressively “exhibiting” their music and musical belongings ( the homemade amplifiers, Nokia speaker phones, cracking loud speakers, mikes, woofers etc…).

Now putting the music aloud in car [and keeping the windows open!] is considered “cheap” unlike the earlier days…when it was a part of showing-off / dikhawa...the pride of owning an imported car and then modifying it with the higher decibel musical system which used to crack others eardrums while the car will whiz pass with open windows…o ya, a hot partner by the side or car full of drunken dudes…

now the scene is :
A bharatiya is walking in the street with mobile in hand, which is blinking lights and guzzling higher decible sound / music [this sound can appear as "noise" to the in'glo'dians] from some local FM channel...“sun bhai…my new guru mobile”...or a maxicab/auto / truck brusting the local soundtrack@ scratched CD / FM…

On the other hand, an in’glo’dian is jogging [at home/health club with glass walls/groomed garden] with the wireless earplug @ Bluetooth / ipod “my music, I will listen…who the hell u r…”

Kaustav SenGupta


Sudhir's comment in Designindia yahoo group:

I like your point of view, didnt think of music like this before....and come to think of it...Many of us would want to show what we are reading, the volume size etc etc..and may of us will want to show what we own...I am sure there are more observations around. But I am definitely looking forward to use this.


Sudhir Sharma

INDI Design Private Limited


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