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.








Thursday, December 29, 2011

India- Ahead 2012

More than 35% of our population is below the age of 20. By the end of 2020, it is expected that 325 million Indian will reach working age, which will be the largest in the world.This will come at a time when the rest of the developed world will be faced with an aging population. It is estimated that by 2020, US will be short of 17 million people of working age, China by 10 million, Japan by 9 million and Russia by 6 million. At the same time, India will have a surplus of 47 million working people. Even when compared to developing countries, Brazil’s working population is set to grow by 12%, China’s by 1%, Russia’s will decline by 18%, while ours will grow by 30%. This is the reason Goldman Sachs predicted that only India can maintain a 5% growth rate until 2050.

With a huge working population will also come a huge consumption boom, as it has happened in China. China accounts for 20% of world’s consumption of aluminum, 35% of the global demand of steel and coal, and 45% of the worldwide cement purchase. The challenge for India will not only be economic growth, but also make it sustainable and bearable for the environment.

But keeping everything in mind, India will become the biggest consumers in the world, that means right from education to FMCGs the demand will cross countries like USA (already a saturated and deteriorating market) and UK.

Before the FDI policy opens in India, the Foreign investors should look at these opportunities and establish their brand, long ahead the demand reaches to the peak. Unlike China, India has its own consumption pattern which is influenced with the strong ethnic root as well as colonial rules.
The brands/ retailers / companies should consider a serious consumer research before venturing into this subcontinent otherwise they will face constrains and lagged growth.

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