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, January 8, 2011

fakoconsciousness is growing!

The trend this generation ( considered by time/year 2010 , not age ) can be categorized by the SUPERFICIAL RESPONSIBILITY. From joining “turtle walks” conserving endangered Olive Ridley turtles , chain rallies on a mission to clean beaches , running marathons for setting up a play stadium for the "deserving" . saving tigers through SMS rand status updates in facebook the generation has been really shallow just to have media's attention than analyzing whether the contribution is actually reaching its destination.Just like sarkar accounts,things are just done for the sake of doing to prove that "humanity"is still alive.

Be it IPL fraud ,commanwealth issue or the horendous spectrum scam,the youth still continue to buy tickets and team tshirts and watch news ,falling for its shameless craft of publicizing issues for trp rating.If we had taken just one step to use the right toinformation act 2005 , we would have got our replies ages ago. Hope we atleast make the right decision before voting and not buying "free tv - 1kg rice for 1 re"$%$%^ agenda.

Also , this generation has something to crib about constantly , be it career success or relationship,and the use of "f" word is hardly considered a sin ( I'm no exception ).The urge to get /achieve everything fast and the unquenchable thirst for more is the epidemic prevailing in the current scenario , just like our take -away-package from McDonalds.Hope the next generation values moral education

by Harini Kannan (India/youth/student/chennai)

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