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, October 28, 2012

Fairness syndrome : Indian socio psychology

As discussed earlier in this blog, the skin color is a symbolic representation of social strata, in India. Not only while selecting the brides but also during the selection of surrogated mothers! According to researchers surrogate mothers still face discrimination over their caste, skin colour and attractiveness despite the fact that the foetus they carry has none of their own genetic material.

The survey by the women's health charity SAMA, carried out in-depth interviews with surrogate mothers, agents who commission them on behalf of couples suffering fertility problems, and gynaecologists.

They found that couples commonly insisted that the woman who carries their child should be beautiful, from their own or similar caste, and have fair skin – similar requirements to those expressed in India's notorious newspaper advertisements for brides and grooms.

"Parents want someone from the same background in terms of caste and religion. When they are asked 'how does it matter?' they don't explain but they are willing to pay extra – up to one lakh rupees (£1,155) more. It's caste or religious prejudice and notional ideas or what is acceptable and unacceptable," said Deepa, programme coordinator at SAMA.

She said that while the surrogate mother merely gestates the foetus and does not contribute any of her own DNA to it, commissioning parents still think of her as a mother who contributes her "body and blood" to nourishing their child. For caste conscious Hindus this could be regarded as 'caste pollution.'

Dr Naina Patel, who runs one of India's most successful fertility clinics in Ahmedabad, Gujarat, said she does receive requests for surrogates to be of specific castes or religions, but once parents understand the surrogate's background will not influence the appearance of their child they usually accept any healthy and stable woman.

The fairness syndrome in India is age old and embedded in the social system via 300 years of colonial rule. The apathy of ‘fair is better’ reflects Indian diasporas of social system.  

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