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.

Tuesday, November 2, 2010

"Being fair" still remains "crucial" in India

Fairness still in demand among India’s “midnight’s children” (older generation)

The obsession of Indians for white beauty and their craving for fair skin, shows how important it is for a girl to be white, in order to marry a so called “decent” boy! The boy may have been bestowed with ebony complexion, but screams loud in all the advertisements he puts for a prospective wife. And how wicked can commercials be when they portray fair skin as the key to success.

The Indian brown complexion is the most elegant symbol of beauty around the world and these morons of cosmetic companies and the iniquitous, uneducated, uncreative ad agencies are promoting fairness in a society where majority of people have a wheatish or dark complexion. The so called perception of white skin is rooted in Indian psyche from the British period and still it has its influence among the elder generation about “beauty”.

One commercial shows a sad father who wished to have a son and not a dusky daughter, whose complexion, he believed, diminished her prospects of attracting a good husband, and a well-paid job. She uses fairness cream to become an eligible beauty. Another ad shows a dark girl using the same cosmetic and thereby landing a job as an air hostess.

The photoshop images of bollywood actresses/ celebrities continuously influence the perception and acceptance level of skin tone among Indians which will change slowly along with the eradication of castes and classes in the society.

“Fair & Lovely” ads of “Fairness” cream can be seen in youtube: http://www.youtube.com/watch?v=F-9tcXpW1DE

By Ragini Sinha, Trendspotter, Delhi

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