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.

Monday, December 7, 2009

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

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