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 24, 2009

Piercing and Indian Youth- What's ON / What's GONE

INgene again brought the FARM FRESH report on piercing in India and what's "wow" now...this report is RAW and UNEDITED [no 'masalas' / spices added by the grey hairs ;) ] so, you get the right flavor of Indian youth...SMELL THEM..they are unique :)

CHIN and EYEBROWS are out of trend

NAVAL is still in trend to a certain extent

CHIN is probably replaced by LIPS which is the next IN-THING

TONGUE is another place that’s in trend now to a great extent

TONGUE and LIPS could slip into the future and manage to stay for a little while as people still see these places as future trends

LIPS could be taken over after a while by CHEEKS – but it will take time to happen
NAILS and NECK is becoming cooler…

Piercing of Intimate areas is becoming “sexy” and "normal"… The period of EXHIBITIONISM / DIKHAWA is settling down for piercing among the In'glo'dians [the dikhawa is 'infected' to Indians]…now its more of a “cute surprise for your near one…” [than to the peers or other half of India…]

Kaustav SenGupta

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