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.

Monday, October 31, 2011

Metallica concert in India

Music is perhaps a quintessential part of youth, and implicit in the development of the notion of the 'teenager', providing a way to sculpt an identity and at once rebel against authority figures, with each generations music being considered better in every way than the predecessor. It should come as no surprise then that the upcoming series of gigs planned by Metallica in India have caused such furore. Not least when the first had to be cancelled due to safety issues.

The audience reacted to the news that the gig was cancelled in a way that is reminiscent of 1969's infamous Hell's Angels plagued Rolling Stones concert, and certainly at odds with the international perception of a skilled, intellectual generation of Indian teens coming through. Could it be that the implied violence associated with the 'Metal' genre inspired such reaction, or could it be the result of a newly established youth conscience within India? What is certain is that the uproar came as a shock to the world observing it eliciting commentary from, amongst others, the Huffington Post. What is undeniable however, is that the event proves Indian teens to be a passionate collective, dedicated to their interests.

As one of the world's youngest, and yet largest countries it stands to reason that India has reached a state of national (and cognitive) maturity to enable the demarcation of a group of individuals that can define themselves in such a way as to spontaneously protest, however, it would be unfair if the world viewed both India, or the individuals involved negatively as a result of them mimicking decades old behaviour of likeminded teenagers.

Additional information: http://articles.timesofindia.indiatimes.com/2011-10-29/gurgaon/30336704_1_lars-ulrich-metallica-concert-indian-fans

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