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, May 31, 2010

Now sprituality is "cool" and "coveted"

With the increasing craze of attending "satsang" (in the same spirit of attending the late night party) and "Art of living", spiritualy is getting "cooler" among the youth in India.

The air is made thicker by the news of Ambani "climbing over the hill" to have a "darshan" (though he could have been dropped by the helicopter) at Tirupati temple and Singhaniya's coveted destination is "Tirupati" instead of moon!

The recent attack on Art of Living guru made him further "cool"...

News source: The Hindu

Saturday, May 29, 2010

Education and success stories @ Youth in India

Every year I report "dreams coming true through education" real life stories at INgene and this year also the saga continues.

Indian middle class spends 8.9% of their income in education and career development :

Shoeshine boy aces IIT entrance exam
Thu, May 27 05:47 PM

He helps his father, a cobbler, mend shoes in his spare time while his mother stitches rags to support the family, but financial hardships have not stopped Abhishek Kumar Bhartiya from coming out with flying colours in the IIT entrance exam.

Abhishek, who secured 154th rank in the SC category of IIT entrance test, now wants to propel his dreams by pursuing aerospace engineering at IIT-Kanpur here.

His father earns Rs 60-70 ( US$ 1.55, below poverty line) daily and mother stitches old clothings to earn money. But "this has never held them back from facilitating our education," Abhishek says, dedicating his success to his parents.

Abhishek, who also tries to pitch in by polishing shoes at his father's shop, has three young brothers and the family of six lives in a one room accommodation with no electricity.

"We have just one small room where six of us live and that too without electricity. So, he used to study under the lantern for five-six hours in the night," says his father Rajendra Prasad.

The family could not even think of providing coaching to Abhishek. "But by God's grace, a teacher of a coaching insitute helped him out," he says.

But even in the time of happiness, poverty haunts the family. "I am worried about the fees. From where can I manage the amount? This question is troubling my mind but even if I have to sell myself, I am ready for it," Prasad said.

With relatives flocking their house after hearing the news, the joyous father says he has not been able to open his shop since the IIT-JEE result came out yesterday.

"We are very happy. He is the first person in our family to be selected to the IITs," says his uncle Manoj Kumar.

Abhishek says he wants to support his siblings' education and help them to get into prestigious institutes

News source: http://in.news.yahoo.com/241/20100527/1262/twl-shoeshine-boy-aces-iit-entrance-exam.html

Kaustav SenGupta

Thursday, May 6, 2010

Indian youth trend insights from INgene

INgene(www.ingene.blogspot.com and www.ingeneinsights.com ) is the first ever youth trend insights initiative in India with a network of 1000+ young trendsspotters. Mr. Kaustav SenGupta is the iconic youth analyst who has been researching on the youth surbcultures and trend directions with Mr. Ted Polhemus (www.tedpolhemus.com ) and Ruby Pseudo (www.rubypseudo.com) . he is credited with the theory of Adopted Differentiation and the socio psychological segmentation of youth in India. This presentation explains the profile of Ingene and exclusive insights.

The presentations in this blog are copyright protected and should not be copied, used or presented without permission.