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, May 11, 2012

the essence of motherhood in india

The aspect / perception of a "mother" is changing towards "mom" with shorter wavelength of emotion as depicted in the cover of Time Magazine in recent time. The eternal mother still remains at the center of family bonding and emotion in this subcontinent. The iconic photograph at left was taken by my uncle Mr. Benu Sen and reflects the right mood of an Indian mother.  Even though the traditional surveys (as published in my last post) denotes that the contemporary "moms" are more career focused and least prefers "motherhood" but the root of "taking care of children" remains at the essence of emotional bonding rather than physical presence of the child-mother. When an Indian lady becomes mother, her first focus still is the child but not the career.


Reshmi V said...

According to me, no matter what the name of a mother is, mother, mom or plain ma, her picture in our lives is beautiful. We don't need one day to tell her that we love her like people celebrate Mother's day. I came across a young girl from a small town who has become a sensation. She dedicates her songs to her mother and they are extremely soulful. The link is: http://bit.ly/J9RVh8. View this post and do get back with your thoughts.

Reshmi V said...

According to you, no matter what the name of a mother is, mother, mom or just plain Ma, her essence in our lives will be precious. I came across a girl who is a web sensation, but very down to earth. She sings and dedicates all her songs to her mother:http://bit.ly/J9RVh8. You don't need just one day to tell her how much you love her.