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, 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/

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