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, August 20, 2011

anti corruption movement is touching the grassroot

Yesterday was an iconic day when Mumbai citizens were deprived of their dabbas (packed foods/ lunch boxs) at offices. Striking work for the first time in their 120-year-old history, Mumbai's famed dabbawalas (who deliver more than two lakh dabbas to offices every day, have a “six-sigma” certified error rate — reportedly on the order of one mistake per 6 million deliveries) Friday extended support to anti-corruption crusader Anna Hazare in his fight for a stronger Lokpal bill (anti corruption bill to include even the Prime Minister in its power of action). 'Dabbawalas joined in large numbers to lend their support to Annaji,' said Nutan Dabbawala Trust president Raghunath Medge. 'They all wore caps with Anna's name on it and marched peacefully on the side of the road from Churchage station to Azad Maidan (in south Mumbai) without disrupting any traffic. This is Anna's way of peaceful protest,' he added.

Nearly two lakh Mumbaikars depend on the dabbawalas for lunch. But this Friday, they either ate at their office canteen, or ordered from or visited a neighbourhood restaurant -- if they were not on a holiday due to Navroz, the Parsi New Year. Meanwhile, those who had a working day Friday complained of being deprived of home-made food. For finance professional Akshay Magji, it was an 'additional pressure' to eat from outside. 'It has been an additional pressure on me. Yesterday (Thursday) buses and trains disrupted the local commute. Now with dabbawalas on strike, I was forced to eat outside in some restaurant. It took over an hour, plus I didn't get to eat home-made food,' he rued. Raghunath Medge, however, said that they called for strike Friday keeping in mind that most offices will be closed owing to Navroz. 'I agree that our valued customers were inconvenienced owing to the strike call, but I am sure it will be a small percentage,' he said. Those like Khantil Shah, who had a holiday, were relaxed. 'Yesterday (Thursday) when I heard about the dabbawalas' strike, I thought I would have to waste time and money to eat at a restaurant. But then I remembered it is a holiday and relaxed,' said Shah, a public relations professional who has been ordering tiffins the past three years.

Nutan Dabbalwala Trust secretary Kiran Gavande said: 'We are breaking our 120-year-old tradition by not providing tiffins today (Friday). This is the least we can do to support Annaji.' Speaking at Mumbai's Azad Maidan day before yesterday, Sopan Laxman Mare, President of the Mumbai Lunch Box Suppliers Association, said the dabbawalas, renowned in the world for their efficiency, would go on strike for the first time in their 120-year history. "We have already pledged our support to Anna Hazare. He is fighting against corruption for the people of the country. 5000 dabbawalas and 200,000 customers will go on strike on Friday in support of Anna's movement," Mare added. He also said that while bad weather and natural calamities had never made the dabbawalas to take a day off, Hazare's fight against corruption was a much bigger issue as such they had resolved to join him this national cause.

The Mumbai dabbawalas, with their never-say-die attitude have, delivered tiffins to their customers regardless of prevailing situations. “Even during the July 26 floods, we have delivered tiffins to all our customers. Many dabbawalas starved for hours but only went home after the job was complete. This is a special occasion and we will definitely pledge our support to Anna,” Mr Mare added. He also said that the one-day strike will not create trouble for the Mumbaikers. “The Mumbaikers have strong willpower and one-day strike will not make so much trouble for them. In fact, many of them will be joining us in the rally,” said Mr Mare.

Photo & information source: http://www.thehindubusinessline.com/industry-and-economy/economy/article2369850.ece?homepage=true

Read more: http://itsscrapped.blogspot.com/2011/08/why-should-i-care.html

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