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, December 21, 2010

"teen-i-fiction" of 30+!

In the surge of “youth”, the multitasking wonderful daring “never mind” digital generation of India, the 30+ generation is “aspiring” and “doing their best” to get back their “lost” teenage. The 30+ is a generation who struggled in their teenage to buld their career, satisfy their parent’s “dreams and aspirations” and to get “established”…and after having “almost everything” they understood that they have somehow missed “the fun” this liberalizations children (they, who is born during the liberalization of India’s foreign policy, in 90’s) is having today! The multi-options of entertainment…the multi-options of “putting opinions”…they are the one who has money to have fun, but the time is gone! So, they wants to “rewind” and have the fun they missed. In terms of fashion, lifestyle, luxury, kink, dare, attitude….at least in the weekends!

So, the global brands ("youth brands", specially) who’s targeting the youth segments to test their luck in India, must and should primarily focus to pamper this generation without shifting their focus on “being young...” (cause, if your brand looks “oldy” 30+ will not buy!)

Check this video: http://vimeo.com/16638983 , the gen X in west is what 30+ segment is in India…only, they were never being “pampered” by media and “choices”! and today they have "everything" but craves for being "teen" again...

so do the "teen-i-fiction" of 30+ to win them(fashion, gadgets, SNS and all those "oh so kids")!

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