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, September 3, 2012

The cumulative luring of ‘provocative media’ : Yahoo’s ‘raunchy’ propaganda

In India, Yahoo had 39.9 million unique visitors in June and invariably most of the users were young Indians (15 to 25years of age). Recently, I am observing that yahoo has taken a strategy to promote raunchy and misleading news items to popularize their website. The news items are strategically positioned and timed in such a way that the moment one wants to log in to the mail, he / she has to ‘see’ (and unconsciously read) the luring news. One such news is given below.


The propaganda that Yahoo has taken is not only fatal to a young Indian (teenage mind and curiosity) but also to the whole nation. I am not sure about the long term vision of this strategy that global internet giants like Yahoo are taking but definitely it is going to effect the social mindset and moral habit of the largest democracy in the world. The above news “I had sex for money” will lure many teenagers with a perception that ‘having sex for money is cool’ and one can come to the front page of Yahoo just because she was doing it and now twitting too!

The moral ethics of Yahoo has gone to drain in the name of ‘business’ that they are expecting to churn out of this developing nation, even if that is achieved at the cost of cultural damage.

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