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.

Friday, June 17, 2011

Rural contribution as CSR initiatives spreads in India


Snapdeal.com Nagar. It's a real place. A village, ironically where 25% off on Victoria's Secret doesn't mean a thing.
While us of the urban variety wouldn't acknowledge it past a search on Google Maps (which couldn't find it!), it does exist. It is, in fact Shiv Nagar, a village in UP which is now under the care of India's biggest online group buying brand. Adopted as a part of Snapdeal.com's CSR (Corporate Social Responsibility) efforts, the portal will look after the village, managing it's infrastructure, water, the local school and hospital.
Surprisingly, it wasn't the company who pitched the name. The villagers, recognizing the extensive efforts on the company's part chose this name, something only done last forJamshetji Nusserwanji Tata (Tatanagar), and Gujarmal Modi (Modinagar).
According the village Sarpanch of Shiv Nagar, Mr. Sureshpal says – “We are thankful to Snapdeal.com for the support extended to our families. It is definitely beneficial to all the villagers, and it will help to address our problems effectively. To express our gratitude we have decided to change the name of our village to Snapdeal.com Nagar".
In just one and half years, Snapdeal has changed the face of how India buys cheap, with over 5 million users .
According to the Snapdeal blog, the idea arose after a brainstorming session on contributing to society. The blog says: "….why not start from grass root level? One of our colleagues, started talking about his native village, Shiv Nagar, where people have to walk for 3 Kms to get water. And that’s where it struck us!"
After two months of discussion, Snapdeal.com became a part of the lives of 2000 villagers and nearby villages. The first phase will see solutions for unavailability of portable drinking water in the form of water pumps.
Kunal Bahl, CEO of Snapdeal.com, believes that this is the company’s way of giving back to the society. “We are glad to contribute and support the villagers in various infrastructure needs such as creating provisions for drinking water, and also help them with necessary inputs for their upcoming school and hospital in a long term association with the community.”

Source: http://in.lifestyle.yahoo.com/life-work/now-snapdealcom-nagar-article-ilmx.html

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