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, September 16, 2012

The ‘FUN Generation’ : Youth in India

An overdose of entertainment, never-ending wave of highly emotional advertisement and media campaigns are moulding this generation as a group of youngsters that always wants to remain ‘high’ and seeks fun out of anything / everything. This Friday, I went to watch the Bollywood movie Barfi, and was shocked to see the reaction of many youth (15years to 28years) who were laughing, making catcalls even when an autistic girl on screen was not able to pronounce the name! They were trying hard to squeeze fun out of every reel!

The socio-cyber life of youth is always exciting! The made up and blown-up news in cyber world spreads faster than the real. The news can be as simple as the nudity of a Prince or the topless image of a Princess, who’s not even worthwhile to look at! The certain embarrassment (as perceived) at the other end brings in ‘thrill’ (and fun) to the viewer. The dopamine rush prolongs and youth tries hard to find similar experience out of anything (from the news of mob molestation to the reality shows). The anti-corruption movement was another form of ‘adventure’ with which one wanted to associate to ‘like’ and ‘talk’about it so they remains ‘cool’ and 'authentic' among peers. The mobile cam was on as well as Facebook updates. ‘Fun’ factor was obvious, almost similar to rock music fest ‘woodstock’!

1 comment:

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