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, February 27, 2012

The greed and death of massification

The recent hiccups in Blackberry’s network and deliverance brought another interesting case study on why going to mass looks lucrative but can be a killer, in India.

The earlier case study where I argued that the hibernation and certain death of Orkut (the first ever “ice age” social network in this subcontinent) was due to the sudden “en-mass” appeal of it.

India is clearly divided in between “have” and “have not”. The have will always try to float ahead of have not and prove that they are away from the clutter. A struggle for “identity” (the flick kick of “struggle for existence”) is what defines a product in this subcontinent.

Many products understood it early and succeeded or they got it as they have evolved. For example, Facebook now has the “timeline” app that differentiates one who “knows” the apps from the one who’s mass citizen of FB and not app savvy! In future FB will add more features that will distinctly divide FB India between “Have” and “Have not” (need not be the economic definition but social currency). Now the blackberry is available at a price of any smart phone in India and hence it’s moving towards the mass.

This massification will eventually kill Blackerry’s charisma and convert it into another museum piece like Nokia. The consumption psychology and adapted differentiation theory has to be well placed before the “greed” of capturing the “whole India”.

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