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, February 27, 2010

what youth in India likes @ Music (view of Barkha, 19 years)

letz talk abt music....... m not here to preach you or for sum lecture n ol......m here to tell u wat i thnk abt music... Well when I think ‘What youngsters like’, I guess they mostly prefer rock, heavy metal and pop. When we look closely, we realize that all these songs have got very high tempo and high beats too. The fact that we youngsters react very fast has got a psychological side also. We lose our temper very fast, hmm, might be just to bring out our hidden emotions . Now I think they need a source n music is always our language of emotions. So no wonder it’s made to bring our temper down and in a way in these beats, we express all that……….In the same way if u ever notice while you are walking in a Levis store, they always play slow english songs which may be for 2 reasons-1 Youngsters are more into Hollywood, it’s a sort of fad for them.. 2 Slow songs make u calm down, they make u feel good about everything and u get into a nice mood and u shop more coz your mood swings affect even your shopping also. In fact some brands prefer rock music also because the young fleshy blood gets involved in music n in that funny and excited mood customers will shop a lot. I don’t know whether you guys noticed or not but music affects your life so much n even reflects your personality ……. I know may be on few points you guys might think that, m just a little gal, but plz guys try to notice the effect of your personality or surrounding on the kind of music you wanna tune to……..so open your eyes n ears ….. Because music is part of your personality……Dat was about music Ohk thatz it ……. It was kind of bookish thing, letz talk practically about your daily life.But still I got a question why u guys don’t listen to Hindi songs? I mean its kinda strange that we don’t listen to hindi songs though v r Indians.I will tell u an incident…….a fest was organized in my college, a young guy came on the stage, he was like correcting mistakes of people in English which he noticed in whole day, sort of pronunciation problem ……. In the end he said sorry guys I don’t know Hindi that much…….. nd the same thing happened in antakshri. People were like, ask English songs -we are not so much into bollywood……….Now I got a question why……? Why we do it, in fact in abroad you can find Punjabi music in pubs and all…… thats kind of strange…. It’s like common guys give me the answer…….. I know it would be like I am also a youngster why I am pointing finger on you…… so here is your answer I don’t believe in carpeting whole world, instead of that I will prefer covering ma feet…… today Hindi n Hindi songs are like shameful thing for us….. Tell me guys how many people got ultra modern parents like wen ur mom wore jeans n mini and your father talked about your girl friends…… I guess answer is literally 20% or 40%. Still our parents wake up in morning take bath n bow their head in front of god and worship….. Still when u borrow new car, we make that swastika sign on it …….. Am I correct…….. That it also very orthodox thing ……. But we never thought of keeping your parents out of your life I mean when you are 18 have you ever thought about leaving your parents n walking out alone on your own just because u feel ashamed because your mom wears sari and your dad don’t ask you “hey dude how is life how many lecture you bunked yesterday…….?” Answer is no never. Why don’t we think ……… so guys tell me how can you ignore your mother language or feel ashamed about it…… at least don’t b partial with songs. I accept that in studies you r under pressure coz u gotta find a job and people with good communication in English are alwz sought after…….. But no one asks about music ………. Now u don got any excuse….atlst give it a try yaar..... lisen sumhindi songs....... atlst step up.......start from music ........itz not bad ...... but itz jst dat u alrdy got dis in mind dat hindi music is bad n rsn is itz in hindi.......... but u knw what music don got ny language..... it got ur emotion datz it..........so give it a try.........
Barkha Jhirwal (19 years)
About me- believe in reality, helping others and keep smiling
Crazy about- Rajasthan, MA MOM and ma friends
Likes- books, outing, adventures, partying n spl spending time with frandz.

4 comments:

REELTRONIC said...

wow.. wonderful thought.. (bt since i prefer Eng songs more dan Hindi is jst bcoz i hav found out dat most of d hindi songs/ or its ryhthm r copied)... bt yes, Hindi is our mother tongue n der r some songs which r countd as exceptions.. so v need to help it gettin promotd.. v can play gud (hindi) lounge in d stores/showrooms whic too can create a vry pleasant atmosphere while shoppin.. n yeahh.. hindi lyrics r more touchy dan d english ones.. one believe it or not.. Barkha its a gud thin dat u spreadin d mssg.. keep it goin girl..

訂晚餐 said...

Unable to give you a heart. so have a reply to push up your post. ........................................

Rahul Joseph said...

Barkha, You are definitely exemplary to the “obliviously blindfolded” youth that r sadly borne in our nation! They just dont understand that indian music is the sweetest, richest and most soulful! We as indians should be propagating our music and not be shameful enough to cause it to get buried under by flaunting our “fake” love for western music. Our heritage is majorly enriched by the music we have. We shud love and enjoy its potential.

Note: When I say indian/hindi music, I dont mean “munni” or “shiela”, I mean the meaningful and soulful music n voices our nation has been blessed with!
For examples, “Lagan Lagi Tumse”, “AlvidaAlvida”, “Sapnon Se bhare naina” and millions other. I know u have come across these atleast once but now, pls go and try these out with a cool mind. And I am sure you would realise what I mean.
Go to these two links and just dont do anything but observe!
1. http://www.youtube.com/watch?v=rM2NJzzpV8U

2. http://www.youtube.com/watch?NR=1&v=1tPtAD7q24M&feature=fvwp

Rahul Joseph said...

Barkha, You are definitely exemplary to the “obliviously blindfolded” youth that r sadly borne in ur nation! They just dont understand that indian music is the sweetest, richest and most soulful! We as indians should be propagating our music and not be shameful enough to cause it to get buried under by flaunting our “fake” love for western music. Our heritage is majorly enriched by the music we have. We shud love and enjoy its potential.

Note: When I say indian/hindi music, I dont mean “munni” or “shiela”, I mean the meaningful and soulful music n voices our nation has been blessed with!
For examples, “Lagan Lagi Tumse”, “AlvidaAlvida”, “Sapnon Se bhare naina” and millions other. I know u have come across these atleast once but now, pls go and try these out with a cool mind. And I am sure you would realise what I mean.
Go to these two links and just dont do anything but observe!
1. http://www.youtube.com/watch?v=rM2NJzzpV8U

2. http://www.youtube.com/watch?NR=1&v=1tPtAD7q24M&feature=fvwp