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.

Wednesday, December 30, 2009

INSIGHTYOUNG 09-10 Indian youth trend report

the Indian youth trend report as posted by INgene.

Have a look:

(for exclusive detailed report please mail to kaustavsengupta@yahoo.com)

Kaustav SenGupta


INsightYoung 09/10 - Indian youth trend report

A socio-psychological trend report is posted at Slideshare by INgene.

have a look:

for an exclusive detailed report, please mail to : kaustavsengupta@yahoo.com

Kaustav SenGupta

Wednesday, December 23, 2009

politics and youth in India

In continuation with the earlier discussions about politics, politicians and youth in India, I found an interesting list of 10 budding young political leaders in India published by Yahoo at "year in review"! As argued earlier in this blog, 99% of them are the son/ daughter of political leaders...the business of corruption, suppression and legacy of autocracy in the veil of democracy goes on...

The list can be seen at: http://in.yearinreview.yahoo.com/2009/inyoungpoliticians#youngpoliticians

Kaustav SenGupta

NOTE: this blog neither supports nor disguise any particular political party / leader but displays the view of youth in India as a whole with facts, reports and articles published in various media or survey.

Tuesday, December 22, 2009

Politics, System, Bureaucracy and youth in India

In my earlier posts, as I was talking about "Khadi", "Khaki" and fuming disguises about the "Indian laws, bureaucratic systems" among youth in India, this "funny" verdict came (I can't add any other adjective than calling it "funny"...huh) as a slap in my face.
The 14 year old teenager was molested (and committed suicide incidentally) by an ex-DGP (Diector General of Police)...the family fought 19years (can you believe it!) in the court and finally the "poor man"( yes, that what Mr. Ram Jethmalani explained him in an interview at NDTV 24X7) got just 6 months jail and Rs.1000 fine (US$22)! What an efficient uncorrupted system!!
The family went through hell for 19 years...and we call this country as the largest democratic country in the world!

Ruchika molestation: 6 months jail, Rs 1,000 fine for ex-DGP
Aneesha Sareen Posted online: Tuesday , Dec 22, 2009 at 0849 hrs

Chandigarh : Nineteen years after he allegedly molested a teenaged girl who later committed suicide, former Haryana Director General of Police S P S Rathore was today sentenced to six months rigorous imprisonment and a fine of Rs 1,000 for the crime.
Special CBI Magistrate J S Sidhu convicted Rathore of molesting 14-year-old Ruchika Girhotra. Rathore got bail immediately after the order was pronounced and was told to furnish bail bonds of Rs 10,000. His wife and defence counsel, Abha Rathore, stood surety for bail.

In August 1990, Ruchika, a budding tennis player, was allegedly molested by Rathore, then an IG and president of the Haryana Lawn Tennis Association, at his office-cum-residence — Ruchika’s friend and classmate Aradhana was eyewitness to the incident. Traumatised by the incident and subsequent harassment of her family, Ruchika committed suicide by poisoning herself in 1993.

While pronouncing the verdict, the magistrate relied on Aradhana’s statement in court. Deposing as prime prosecution witness, Aradhana, who is now married and settled in Australia, told the court that she had seen Rathore forcibly holding and molesting Ruchika.

“The allegations against the former senior police officer are of moral turpitude which are serious in nature and are particularly against a minor girl. Therefore, the prayer for probation in the case by the accused has been declined,” the magistrate said.

Rathore had urged the court to take a lenient view as he was old and had undergone a valve surgery recently. He said he was under great mental stress owing to media reporting of the incident.

“I have great faith in the judicial system. I will file an appeal ... I am relieved today, thanks to my lovely wife who stood by me, fought the case and gave a strong defence,” Rathore, who retired as DGP, told reporters.

Investigation into the case was handed over to the CBI in 1998. Ruchika’s family moved out of Chandigarh. They alleged they were being harassed by the police in retaliation for the case against Rathore.

Anand and Madhu Parkash, parents of Ruchika’s friend Aradhana, had approached the Punjab and Haryana High Court in 1997, seeking a probe into the incident after a police report had stated that prima facie there was a case against Rathore. A year later, the case was transferred to the CBI special magistrate.

“I am elated that Rathore has been awarded six months of RI, but at the same time I am sad it took so long to decide on the matter. Had the verdict against Rathore been pronounced earlier, I think Ruchika would not have committed suicide,” Madhu Parkash told reporters.

Her husband Anand Parkash, a retired government employee, said, “I think the quantum of punishment is less... It is not the end of the trial. We will drag to court all police officers and bureaucrats who tried their best to save Rathore. Despite the allegations against him, he was promoted twice and retired as DGP. Is this how the system deals with an accused?”.

Daughter Aradhana said it was Ruchika’s wish that a case be lodged against Rathore. “My mother and father were ready to take up this case. Ruchika’s family too was very supportive, knowing that they would be subjected to harassment.”
Source: http://www.indianexpress.com/news/Ruchika-molestation--6-months-jail--Rs-1-000-fine-for-ex-DGP/557617

I was treated like a dog: Ruchika's brother to court
Fri, Dec 25 05:25 AM

Narrating the inhuman treatment meted out to him by the Haryana Police at the behest of S P S Rathore, Ruchika Girhotra's brother, Ashu, had filed an affidavit in the Punjab and Haryana High Court on December 3, 2001. Ashu was implicated and picked up for six false cases of auto theft — all the charges later fell flat in court.

"Hell was let loose on me. I was treated like a dog. I was slapped, given fist blows and had to further undergo more inhuman torture which I cannot explain in this affidavit. I was not given any food or water to drink for various days. Whenever I used to ask for a glass of water, the police officials used to give me filthy abuses," he said in his affidavit.

Saying that he tried to console Ruchika, who was suffering from depression, he added: "Life was made more miserable for the entire family. Ruchika was literally living under house arrest. As and when Ruchika used to come out of our residence, some mischievous people, who were deployed at the instance of Rathore, used to pass lewd remarks at her. Rathore also made it a point to see that Ruchika did not continue her studies."

The affidavit further states: "I was brutally beaten up by the CIA staff, Panchkula. Rathore was personally supervising the interrogation and directed the investigating officer to beat me till I give up. I was so terrorised that I could not even disclose this to the magistrate. I and my family members have been reeling under tremendous pressure. I was picked up during Diwali. I never thought that Diwali of 1993 would be the most gloomy phase of life wherein I would have to undergo such inhuman treatment. I was beaten up so mercilessly that I could not even walk properly."

Ashu was handcuffed and paraded in the neighbourhood. The "police officers were abusing my sister and father. I was like an animal who was in a cage and was trying to get myself free to save the honour of my family. My father begged the police to be afraid of God and not to inflict this inhuman torture on the family. After a few days, I was told in custody that Ruchika had committed suicide. I was picked up by the police on October 23, 1993 and was released only on December 23, 1993, after the death of my sister," Ashu had informed the High Court.
Source: http://in.news.yahoo.com/48/20091225/804/tnl-i-was-treated-like-a-dog-ruchika-s-b.html

Further reading: http://in.news.yahoo.com/43/20091229/812/tnl-chandigarh-administration-initiates.html

Kaustav SenGupta

Monday, December 21, 2009

Against all odds- Youth in India

INgene salutes these young Indians for what they have done or achieved against all the odds.
Believe me, these are just few who are being thankfully identified by the media. We have millions like this wonderful young Indians for whom the nation is still thriving towards excellence instead of all corruption, poverty and malpractices.

Source: Marie Claire, August 2009

Source: Careers360, December 2009

Further reading materials: http://shiv1.instablogs.com/entry/why-india-survives-prospers-against-all-odds/

Kaustav SenGupta

politics and the youth of India

This is why the khadis* and khakis** are hated most among the educated youth in India.

Source: The Week, August16,2009

• Khadis is a term used to refer the politicians
• Khakis is a term used to refer the govt. officials, IAS officers and Cops

Kaustav SenGupta

Sunday, December 20, 2009

Politics and the youth of India

The political scenario of India is changing? God knows (if at all he has any idea of corruption level among Indian politicians)! But yes, some micro changes can be seen as more and more young bloods are coming in to head and inspire larger political parties in India. The recent example can be the announcement of Nitin Gadkari (52) as the highest parliamentary leader of BJP. This can be seen as the struggle for survival to protect their face (and back). It is saturated with clot bloods and grey hairs (some of them even became fossils) and loosing ground very fast due to their ego-clashes and back dated thoughts. They also wanted somebody to portray in comparison with blue blooded prince charming Mr. Rahul Gandhi (who carries two bricks in white kurta to show off that he is among the grass roots of India!)… lets hope this battle of survival evolves into the betterment of India’s political scenario with some fresh thoughts and works other than eating up money and building self statues in parks…
Though I don’t think this will lead to any major changes in “political business” / “legacy of the throne scenario” where siblings are entitled to the chair (you know, family money should remain in family) in the name of “introducing young bloods” (ie. Sachin Pilot son of Rajesh Pilot, Jyotiraditya Scindia son of Madhav Rao Scindia, M. K. Stalin son of Karunanidhi, Priya Dutt daughter of Sunil Dutt etc.)

Kaustav SenGupta

Nitin Gadkari: From a humble student leader to BJP chief
Sat, Dec 19 04:25 PM

It has been a long journey for 52-year-old Nitin Gadkari from a humble student leader to the youngest-ever President of the BJP.
Gadkari who was appointed by the party's Parliamentary Board to the top post today, is a disciplined soldier of RSS and will have the distinction of becoming the first BJP chief from Maharashtra. It is a coincidence that he hails from Nagpur, the headquarters of the RSS -- which has always been the guiding force for the main opposition party. Gadkari, who has replaced Rajnath Singh, has been entrusted with the responsibility at a time when Congress is playing the Rahul Gandhi card, projecting the young leader as the future Prime Minister and BJP is facing serious challenges on the leadership front. The BJP leader, who was till now the chief of Maharashtra BJP, proved his mettle as an effective minister in the Shiv Sena-BJP government in the state ten years back.
Though an 'outsider' in Delhi circles, he is no babe in the woods and is known in the BJP as a clear thinker having a forward-looking vision and an organiser who knows how to take the party along.
Gadkari has maintained his close proximity with the RSS leadership right from the days of the then RSS chief Balasaheb Deoras and later with Rajju Bhaiyya, K C Sudarshan and the current head of the organisation Mohan Bhagwat. In fact, the talk in BJP circles is that Gadkari became the hot favourite for the top job following Bhagwat's search for a new leader to turn the party around.
Source: http://in.news.yahoo.com/48/20091219/814/tnl-nitin-gadkari-from-a-humble-student.html

Further reading: http://www.indianetzone.com/8/indian_politicians.htm

Politics and corruption in India : http://www.southasiaanalysis.org/%5Cpapers3%5Cpaper219.htm (…and this is not an updated list of corruption!)

Saturday, December 19, 2009

Aruna is fine(!) but are we?

If anybody wonders why young generation of India doesn’t believe in the law and order system of the biggest democracy of world then we can refer the case of Aruna.
Her assaulter happily escaped the rape charge!
Believe me, this is just a fragment of the whole scenario…millions are still pleading for justice while the system takes its own sweet time…the burning case is the Ajmal Kasab who was caught red handed in 26/11 Mumbai attack with tons of evidences and eye witnesses, but still we are feeding him in all luxury and keeping him alive in good health. I am sure this case will run for another 5 years before the human rights kitty party grey hairs and so called intellects jump and shout for his release on the ethical ground of his little son / brother or ill father…

Kaustav SenGupta

“Aruna is fine”
Rahi Gaikwad

Mumbai: The spirit that Aruna Shanbaug was known for as a young nurse seems to be alive still, even as she leads the life of an invalid in a civic hospital ward in Mumbai.
“She eats well; she is fine,” says a lady staff, who feeds her. “She has milk and bread in the morning, or an egg. It’s rice in the afternoon and rice for lunch. When she is hungry, she communicates her demand for food.
“How do you expect us to stop feeding her? She is a human being after all. Do you want us to kill her soul?” asks the cleaning staff at the hospital.
A mercy killing petition recently filed by Ms. Shanbaug thorough a friend Pinki Virani in the Supreme Court, however, appeals that the “force feeding” be stopped. The reason: her right to live with dignity. Sixty-one-year-old Shanbaug cannot move. She is bed-ridden. A brutal assault 36 years ago left her paralysed for life.
At 25, Ms. Shanbaug was cruelly assaulted by Sohanlal Bhartha Walmiki, a sweeper in the hospital where she was working as staff nurse.
He tried to strangle her with a dog chain. This cut off oxygen supply to her brain, causing her to lose physical and mental faculties. Walmiki was convicted of robbery and attempt to murder. He escaped the rape charge.

Ever since the incident in 1973, a hospital room has been Ms. Shanbaug’s oyster. She was set to get married at the time. Shunned by her immediate family and forgotten by the world, she came under the care of the hospital staff who have looked after her all these years.
“Why does anyone ask about her now? For 36 years no one came for her,” says the cleaner. “I have been working here for 22 years and I have never seen anyone visiting her. Her family abandoned her. As a municipal employee, we care for her. Otherwise she has just been left in the lurch.” She says Ms. Shanbaug’s fingers have curved over time.
Her room is locked and male staff is reportedly not allowed inside.
Ms. Shanbaug is said to have been a promising professional with a zest for life. At one stroke, this confident life was snuffed out.
As a staff nurse says: “We have hidden her underneath the ground.”

Source: http://www.hindu.com/2009/12/19/stories/2009121962102200.htm

there was an interesting discussion in yahoo ask on " Why not hang ajmal Kasav"...and few replies were :

"We all know that is not possible in the present set of systems.

But if I am allowed to have my way, I would not hang Ajmal Kasab, but kill his all kiths and kins in front of him after due torture. That would be sufficint puniishment for him for killing innocents to realise the agony the relatives of innocent victims have under gone. And sufficient punishment for having such a family member amongst them.

Killing Kasab is a very small punishment. He shall be tortured to such an extent that he himself would demand for an easy death.

Sorry, but my anguish has no other remedy."
- Panchal J

"Come on. How can we hang him.What about the Congress Vote Bank. We have Afjal Guru who has been awarded death sentence by the highest court of the land and is still kicking around. Don't be surprised if he is let off. If there was political will we Ajmal would have been history by now."
- myboloon

"Person who has been been sentence for death (afzal guru) is still alive than what's the hurry for Kasab... let him die with his natural death in indian imprisonment with a lavish life style n first class treatment."
-Pawan J

Source: http://in.answers.yahoo.com/question/index?qid=20090109233241AAI3ExQ

In another Q&A at Indiatimes "How many of you have faith in India's Judicial system?" the answers were :

"I don't, be it judicial or any other system connected to the govt."

"No one, India has one of the worst Judicial System."

"i am a corporate lawyer but trust me i dont ...as a citizen..coz system is not organised and well to do...only making law does not help it should be stricly implemented too...:("

Source: http://qna.indiatimes.com/index.php?ref=permalinkquestion&question_id=193789

Saturday, December 12, 2009

Slanguage@ Youth in India

The Slanguage* of youth in India has evolved and portrays the important traits of basic attitude and lifestyle.

It is a tool for me to understand the AIO (Attitude, Interests & Opinion) of youth in India. Recently INgene did a study on the same through primary data analysis of the influencers and I am publishing some interesting insights here.

The most important trait is the confidence level of youth to use desi slang. Earlier desi / local slang were considered “cheap” and "uncool” but, now the usage of desi slang are becoming more popular & cooler among the educated and globally aware youth in India...this shows their growing confidence in desi roots unlike the earlier generation who preferred English slang to showoff that they are elite.

* copyright to Kaustav SG

few "less abusive" desi (hindi, punjabi, tamil) slangs are here:

Babalog : n. a young, Westernized social group or individual concerned with wealth, pop culture fads, appearance, material goods, or other superficialities; a yuppy or yuppies.

KLPD : n. sexual frustration; blue balls; unfulfilled (sexual) desire or an unfulfilled promise; (hence) a letdown, a disappointment.

Chamcha : n. a sycophant, toady, or hanger-on.

Fatfatiya: An old-style, noisy three-wheeler, named so after the irritating noise

Fittoos: Absolutely perfect! Sweet!

jhakkas: Absolutely perfect! Sweet!

Kuttiya ki Aulad: Son of a Bitch

Sala gandu: You are an a**hole

Tapori: Street smart youth; urchin.

Tharki: horny male or female

Thulla: delhi cop

Mama: Mumbai cop

Bhadwa: Pimp

dalal: Tout

Raapchik maal: Hot girl

Phukra: guy with no money

Addha: Half litre of booze in a bottle

Pawwa: Quarter of booze in a bottle

Peti: RS 100000

Jugad: managing with whatever you have.

Lapet: Long tales

420: A crook or fraud

Sadakchap: Street hoodlum

Mamaghar: Prison

: Alcohol

Sanki: Crazy

Mariyal: Weak

Bunking: Unauthorized absence

Lafada: Affair

Ghanta: literally means a clock.a must use slang in many contexts. generally used to express disbelief,anger,laughter and so on.

Bhenji: Female laggard

Tatta , ghusso: a sycophant, toady, or hanger-on

Tatti: Waste (n)

Teer , Cheetah: Over smart

G.P.L.( Gan* pe lath) : a dismissal

Pen de Takkey : old buddy

Khotya: Donkey

Otha..: Your mother...

Machaa: brother in law

Vaya muddey: Shut up

Po da: Get lost

Kaustav SenGupta

Further reading: http://www.coolslang.com/in/India/

Monday, December 7, 2009

young urban Indian- Sex survey

Here's the sex survey of young urban Indian published in OUTLOOK magazine December14 ' 09 issue. Interesting...though I don’t know why the hell they gave all these funny photos to prove that its a SEX survey! grrrrrrrr...we are not so blunt to understand what "sex survey" means...or, they wanted to make the “photo collectors” happy?

Anyway, the most important outcome of this survey was the answer of "do you agree that a woman's virginity has nothing to do with a sexual relationship and it is time we stop making a big deal out of it?" 39% strongly agreed and 31% so

mewhat agreed, 14% was mum...humm, that’s a change of perception in "sati savitri" (commited+virgin partner)actually.

(survey copyright to OUTLOOK http://www.outlookindia.com/)

On the other hand, another recent sex survey done by the magazine Cosmopolitan, India shows that Indian women are yet to break the barrier :


Other sex survey reports can be read at :


Mumbai, March 1: A recent study highlighted the grim scenario of sexual health education in rural and urban India as the rate of premarital sex amongst youth increased.

According to health experts, cases of premarital sex amongst rural youth have increased but awareness regarding sexual health remains, so far, a thoroughly neglected issue. They feel that educational health programme on the issue is desperately needed.
Mumbai’s International Institute for Population Sciences (IIPS), a public health institute conducted this survey to include 55,000 males and females from about1.7 lakh households in states of Bihar, Jharkhand, Maharashtra, Rajasthan, Tamil Nadu and Andhra Pradesh, their ages ranging from 15 to 29.
IIPS researchers found that found that a sizeable young population is completely unaware of dangers of unsafe sex including sexually transmitted infections (STIs) and the numbers are growing at an alarming rate.
According to the survey, rural youth are twice as likely to indulge in premarital sex compared to their urban counterparts, where sex education is rarely accessible. Statistical figures reveal that about 21 percent males and 4 percent females from rural areas admitted to have had pre-marital sex against an urban figure of 11 percent males and 2 percent females.
In the state of Maharashtra, 7,570 young men and women from 23,000 households were surveyed. Findings suggest that out of five only two were aware that pregnancy can happen in the first sexual encounter. One–fourth of the females admitted that their pregnancies were either unwanted or untimely.
Sex education received from health programme or schools were found to be in just about 13 percent males and 26 percent females. Shockingly, only one amongst seven had heard of the term STI.
Senior associate at the Population Council Shireen Jejeebhoy said: "We are very concerned that while rural and urban youth are having unsafe sex, our programmes are still discussing whether or not we should include sex education in the curriculum."
She stressed that health authorities must make sex education available to all rural and urban youth as premarital sexual encounters have seen a rise and the unaware youth tend to indulge in unsafe sex more often.
Survey team was shocked to find that basic facts were also poorly understood or known amongst the youth, which calls for an immediate action. According to Ms. Jejeebhoy, premarital sex was always considered a western phenomenon but the findings prove this wrong.
As many as 90 percent youth were desirous to know more about the subject but did not know who to approach. Teachers were found to be the most encouraging way to receive sex education rather than doctors or parents for the youth.
Usha Ram from the IIPS quoted that the government's proposal to render sex education did not get a good response. The National Rural Health Mission recognized the necessity to set up district-level adolescent-friendly health clinics in year 2005 for the first time.
Single men and women asking for condoms is still very unacceptable. As sex education remains a cultural taboo in the country, particularly in the rural areas, there is a need to sensitize parents and teachers regarding ills of unprotected sex, think IIPS researchers.

Source:http: //www.themedguru.com/articles/pre_marital_sex_rate_amongst_indian_youth_on_rise-86120853.html

Kaustav SenGupta

Becoming local is becoming cooler

Gone are the days when wearing “I LOVE NY” tee was a common cool among the morning joggers at Juhu (Mumbai) or Bessi beach (Chennai); I always thought it’s a foolish act. Still few pot bellied grey hairs / dumb heads feel proud to be a part of that utopian love affire with NY at the chaotic yet unique India (I generally ask them “If you love NY soooo much then why you are here yaar!) .

The youth in India are becoming confident to show off their roots. The confidence is getting smarter expressions through various artists, designers and intellectuals…

Here’s few amazing graphics and tees from Neil Dantas (http://www.thedoers.blogspot.com/) to express his thoughts and sentiments for Mumbai, the melting pot of culture, curry and various social semiotics . You can view his Facebook page to have an idea of the growing fan list.

(Designs copyright to Neil Dantas)
see more works of Neil at his facebook page "neildantas" or contact him at : neildantas@gmail.com

Few products by the young and creative designers of Playclan(http://www.theplayclan.com/store/index.html) are here. Right now, Play Clan is a small shop in an alley on the first floor at Select Citywalk Mall in New Delhi. Playclan states that "The creative clones see it growing into a large community. Be a part of the clan. Contribute an idea or interesting thoughts or artwork and see it in the store. Be a clone."

(Designs and photos copyright to Theplayclan)
Contact play clan at: play@theplayclan.com

Thanks to http://masalachaionline.blogspot.com/ we saw the intereting "tribal influenced artworks" of Kavita. Kavita Singh Kale has her roots in the hills of Kangra and studied painting at the College of Art , Delhi. Later she garnered a post grad diploma from NID in Animation film , that had a significant influence on her artistic grammar. Heres an work of her:

(artworks are copyright to Kavita)
More works can be seen at her site: http://undergroundworm.tv/kavita/

Kaustav SenGupta

Sunday, December 6, 2009

Color psychology@ Hues of Red

Laal dupattewali teri naam to bata…teekha laal…kali mata…sindoor…vodafone...khun…

Red is a color which has deep rooted spiritual, sentimental and customary value in India. It’s a color related to celebration and it’s a color related to everyday terrorism!…it’s the color of new beginning (sindoor, chura / red bangles, new saree for the bride, morning prayer to the god...) and it’s the color of end ( newspaper made us at ease with the bomb blasted bullet tagged bodies…now we drink morning tea with bloody dead bodies, actually)…the Bollywood has a history of red+yellow / red+black movie frames…the first populer desi super hero (shaktiman) had a red and gold costume..most of the gods / goddesses are made to wear red...most of the successful mass brands in India has their names in red! Red is also the second most searched color in Internet!

(survey graph from Google Insights and all photos from net)

Kaustav SenGupta

Saturday, December 5, 2009

color psychology- Yellow

Yellow Yellow dirty fellow !

In India yellow is not “cool” but “common” color…this color helps the mass to remain “brighter” and “individually identifiable”…hence its not considered “exotic”…yellow is a “cheap color” in India. As cheap and common as a call taxi, three wheeler or 100% job guaranteed training offers…

More of Indian color psychologies can be read at my article:

Copyright of the photos @ Kaustav SenGupta

Kaustav SenGupta