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.

Sunday, June 10, 2012

Clean Ganga movement : A eco-spiritual movement

The eco consciousness is spreading across social layers in India. A country with multiple socio-economic layers embedded in the cultural system, its difficult to gather all across social strata. After the Anti corruption mass movement, the eco-movements are gaining momentum. In this country the spiritual emotions are always layered with social cause to make a strong statement and mass involvement. For example, the Clean Ganga movement… Today, hundreds of locals and activists initiated a foot march in Allahabad to spread awareness about the Clean Ganga campaign on Sunday, and urged the Central government to take firm steps to clean up the holy river.

Lalvar Tiwari, an activist, said that people were now awakened to save the river, which was worshipped by devotees from all over the world.

"The pure water of our sacred river Ganga has become severely polluted. The polluted water of drains is falling in River Ganga. We are here to create awareness about the Clean Ganga campaign. We have called more than 100 workers for the success of the campaign. If the river is not cleaned, in the coming days hundreds of workers from the nearby villages would start a bigger movement for saving it," Tiwari said.

A physically challenged man also participated in the foot march saying that he was united in the movement to clean the sacred river.

"We have sacred feelings for the river Ganga and we are united to clean it. Although I am physically challenged, I have come here to show my support for the cause," Rajesh Singh Yadav, a local, said.

Apart from the shrinking river, the accumulation of silt deposit and garbage along the banks has worried the environmentalists despite millions of rupees being spent on the Ganga Action Plan.

In 2011, the Central government approved a $1 billion loan from the World Bank, to fund an eight-year project to clean the Ganga, in particular the large stretches heavily polluted by industrial effluents and domestic waste.

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