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, July 8, 2012

Substance abuse and addiction : Youth in India

Among amid restrictions over the addictive substances in urban India and the abundance of medical shops (that provides medicines without a prescription), the youth are exploring and exploiting new materials such as Codenine and Vicks. Here’s a report published at Times Of India :

Priyam Panchal's parents found nothing amiss with the 16-year-old sleeping all day and staying awake at night, until the Malad girl slapped her father for stopping her from going out with friends. It was then that her shocked parents found over 40 empty bottles of cough syrup under her bed.

Priyam (name changed) was not suffering from any ailment that would require her to consume cough suppressants. Her parents remained in denial for over a month and delayed consulting an expert even as she became more abusive and violent. When they finally took her to a psychiatrist, she was diagnosed with codeine addiction, which was making her heavily dependent on cough syrup. The Panchals sent her to the Drug Abuse Information Rehabilitation and Research Centre in Kalyan, where Priyam is undergoing a nine-month therapy.

De-addiction experts say Priyam's case is neither isolated nor surprising. Codeine addiction, or rather a trend northeastern states are infamous for, has suddenly caught the fancy of adolescents in the city. An essential ingredient in cough syrup, codeine's prolonged use can lead to addiction. Experts say 6-15% of those enrolling in de-addiction programmes in the city have a history of codeine or cough syrup addiction.

"The addiction hits those aged 13-14; the ratio of female addicts is more," said Dr Yusuf Merchant, president, DAIRRC. The observation was shared by other rehabilitation centres in the city, where authorities said four out of the 10 addicts are teenage girls.

Fr Joseph Pereira, founder, Kripa Foundation, a rehabilitation centre for those affected by chemical dependency, said codeine addiction was affecting a "silent and hidden majority". He said, "Young boys are into designer drugs, but for girls, cough syrups are the easiest to access and cheapest to use."

Some centres also receive housewives as codeine addicts. In February, a south Mumbai hospital treated a 32-year-old mother of two from Gamdevi. She was taken to the hospital with complaints of drowsiness, lethargy and extreme mood swings. "After tests costing about Rs 40,000, a doctor suspected that her problem was elsewhere. The woman confessed to the addiction only after four-five counselling sessions, citing lack of attention from her husband as the reason," said a doctor. "The woman admitted to buying cough syrups in bulk."

Counsellor Jatish Shah, who was attached to Masina Hospital's alcohol and drug rehabilitation centre, said the facility may have treated 400 patients over eight years. "Codeine addiction leaves no traces like smell. The number of housewives addicted to it could be shockingly large."

The FDA has started raiding chemist shops to find unexplained sales of cough syrup. It cancelled licences of 40 who sold over 1,500 bottles without bills or prescriptions. JJ Hospital professor of psychiatry Dr Yusuf Matcheswalla said some earn Rs 40,000-50,000 from selling the syrups and called the problem "alarming".

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