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 14, 2012

Malala effect : Stand up together for the cause (youth in South East Asia)



 
After centuries of suppression using animalistic force the Talibans are literally cornered now by a teenager and her passion for education. The Hindu newpaper reported it as below :

When gun-toting men stopped their school wagon in Mingora last Tuesday around 12.45 p.m. asking for Malala Yousafzai, none of the three girls inside spoke. This, despite the terrorists threatening to shoot all of them if they did not identify Malala. Today, stirred by the braveheart, who dared to stand up to the Taliban, and her friends, Shazia and Kainat, who refused to identify her even under threat, girls across Pakistan are saying ‘I am Malala.’ This is happening not just on the social media – which offers a degree of anonymity and security – but also on television and on the streets; some with their faces uncovered. ‘I-am-Malala’ has been trending not just in Pakistan but also in Afghanistan where girls’ education is equally at risk from the very same elements.

On Saturday, the Afghanistan Education Ministry organised a nationwide prayer for her at schools. She is being likened to ‘Malalai of Maiwand,’ the ‘Afghan Joan of Arc’ who rallied the Pashtun army against the British in 1880.

 

In an echo of the Pakistan People’s Party pet slogan kitne Bhutto maroge, har ghar se Bhutto niklega (how many Bhuttos will you kill, every house will produce one), the refrain across the country is “how many Malalas will you kill?’’ As daily vigils are being organised to pray for the speedy recovery of Malala and her friends, girls were coming forward; willing to stand up and be counted. Her classmate from the Khushal Public School in Mingora, asserted: “Every girl in Swat is Malala. We will educate ourselves. We will win. They can’t defeat us.’’ If anything, the fate of Malala – who came to represent the ‘voice of the girls of Swat’ because of her blog, written under the pseudonym Gul Makai, in which she advocated girls’ right to education during the Taliban reign of terror over Swat – has made the media a bit circumspect about exposing the girls too much for fear that the terrorists might target them, too. Still, at vigils and demonstrations, children are turning up in considerable numbers; a rare sight in Pakistan where crowds are avoided given the impunity with which terrorists penetrate. Even in Peshawar – where there are indications of various terrorist outfits regrouping and mobilising after a brief lull – girls are coming out in support of Malala; fearing that silence is no longer an option.

Interestingly, The wave of protest is surging in this side of border too. The fresh protests are seen in Bhopal (India) and other places. Victims and survivors of the Bhopal gas tragedy have extended their support to Pakistani teenager Malala Yousufzai who has stood up for women’s education. “We salute the young lady and the brave front she put up against extremist elements. We pray for her well-being and hope she recovers soon,” said Abdul Jabbar, a gas victim and convener of the Sangathan.
 
(protests in Bhopal, India)

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