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.








Wednesday, June 8, 2011

education and entrepreneurship are the two steps for social independence- case of Bhavna Botta

In India, among the mass youth, education and entrepreneurship are the two steps for social independence.
Bhavna's life and achievements are worth reading :



The eyes have it
by DIVYA KUMAR (published at The Hindu, dtd. 5th June,2011)

Is Bhavna Botta, who has Athetoid Cerebral Palsy, the world's first student to have completed a Bachelor's degree with the use of only her eyes?

The first thing that strikes you when you meet Bhavna Botta is how full of smiles she is. Not surprisingly, she was voted Miss Smiley — and Miss Final Year — at her B.A. Corporate Secretaryship department farewell party in Ethiraj College this year.

It has been a remarkable journey. Bhavna was born with Athetoid Cerebral Palsy, which means she is unable to walk, write by hand, or communicate verbally. Yet, she has defied all odds to complete her Class XII exams from a mainstream institution, Lady Andal Venkatasubba Rao Matriculation Higher Secondary School, and now her Bachelor's degree from Ethiraj, all using a unique system of communication by ‘eye-pointing'.

She is definitely the first person in India — and possibly in the world — to have finished a college degree using the eye-pointing system,” says Kalpana, her mother. With this system, Bhavana communicates — and writes her exams — using a chart of alphabets in numbered columns, spelling out what she wants to say by pointing at the columns with her eyes. The chart was developed specially for her at Vidyasagar (a voluntary organisation that works with children and young adults with cerebral palsy and other neurological disabilities), where she studied until Class X. That's what she uses during this interview as well, spelling out her answers so rapidly at times that Kalpana can't keep up.

Foremost on her mind is her emotional parting with M. Thavamani, her principal at Ethiraj College who retired recently, and whom she went to college to say goodbye to. “It was a very unique feeling,” says Bhavna, “something I've never experienced before.”

Thavamani describes the meeting in touchingly similar terms: “It was a very emotional moment for both of us; I can't begin to express the kind of affection Bhavna's shown me, the department and her classmates.”

She adds: “When I first met the child, I did wonder if she would be able to manage. But today I can say that having been Bhavna's teacher — I taught her accountancy in her first year — is something I'm truly proud of in my career of 35 years.”

Like any youngster, Bhavna's fondest memories of her three years in college are of the friendships she formed and of all the fun she's had. The word she spells out most often is ‘fun', amidst plenty of laughter, as her mother talks about her adventures in learning to wear a sari and her insistence on going to the beach even though the salt water plays havoc with her wheelchair.

Is she signing up for a postgraduate degree? Her family is trying to convince her to do so. But her mind's made up and it has been since she was in Class VIII — Bhavna plans to start her own business. “She's geared all her decisions towards this, whether it was taking accountancy in Class XI or choosing Entrepreneurial Development as her elective in college,” says Meenakshi Subramanian, member of Vidyasagar's Disability Legislation Unit (DLU), and Bhavna's close friend and scribe.

She's already decided on the sort of business she's likhttp://www.blogger.com/img/blank.gife to do — a socially responsible venture selling organic cotton and ahimsa silk saris and dress materials — and she has friends and family collecting information for her on different aspects.

But when Kalpana talks about family funding the venture, Bhavna protests vehemently — she's determined to start her business with a loan from the National Handicapped Finance and Development Corporation (NHFDC) instead. Her answer to my question “Why business?” was simply to spell out “independence”.

“What's the next step?” earns a similarly simple response: “Launching the business.” With this plucky young woman's track record, you've got to believe it will happen, sooner rather than later.
Source: http://www.thehindu.com/life-and-style/society/article2076658.ece?homepage=true

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