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.

Tuesday, November 27, 2012

the 'game plan' to recruit B school graduates - Youth in india

due to inscreasing number of B school graduates, the companies are developing competitive mode to select the best, resulting another stressful environment for the students that they dream to avoid by choosing MBA (management) courses thinking that the path will be less competitive, in a country of billions.

here's an article :

Students graduating from business schools know the summer vacation that follows is anything but a holiday. It is placement season, when they must gear up to meet prospective employers. And companies visiting campuses are increasingly using competitions to recruit the best among them.
Take Mahindra & Mahindra, for instance. Since 2009, it has had a competition platform called 'War Room' which holds contests of job aspirants. These allow students with different specialisations to work on strategy solutions to real-life problems the group companies face.

"This is a very good way for us to source talent as we are able to gauge the candidates in an in-depth way," says Rajiv Dubey, HR Head at M&M. "It is not a substitute for other methods of campus recruitment but complements them."

Five of the many students who participated in last year's War Room are now part of the company's management training programme.

Vipul Manglik, 26, who pursued an MBA from Management Development Institute (MDI) Gurgaon, has joined a management training programme at Bharti Airtel and will be assigned a permanent role in January. Manglik was a runner-up at iCreate, a competition platform organised by Airtel.

"I was offered a per-placement interview with the company after my team won. This put me a big step ahead of my batchmates," he says.

Competing alongside more than 300 teams from India's top 15 B-schools, Manglik's three-member team worked on one of four case studies assigned by Airtel. In this case too, all four studies related to actual problems faced by the company. Manglik's team had to find a way to increase Airtel's 'Green SIM' service penetration in rural areas. Through this SMS and call service intended for farmers, registered subscribers get region-wise information on pesticides, crops and how to increase farmland production.

The project was extensive and required secondary research, as well as field visits to Haryana's Rewari district, about 60 km from the MDI campus. Manglik's team observed business transactions between farmers, vendors and middlemen at the local mandis and was able to draw connections between what they saw and heard and concepts they had read about. Their final proposal involved setting up a platform to bring vendors and farmers together.

"While the competition was launched in 2009, we started awarding students the pre-placement interview offers only from last year," says Krish Shankar, Executive Director, HR, Bharti Airtel. "We selected two students in this way." Manglik was one of them.

Many other companies have joined the fray, including PepsiCo India, whose platform - named after its global CEO, India-born Indra Nooyi - is called 'Become Indra's Advisors'. This is a new, trendy means companies have found to create a brand for themselves in colleges and hire quality talent, says MDI professor Kamal Kapil.

"While such platforms have been around for more than a decade, it is only now that this trend is catching on in recruitment," he adds.

So while companies use competitions to pick and implement new ideas proposed by the students and keep an eye on the potentials, students see them as a great opportunity to network with industry professionals, gain valuable insights and, of course, get job offers. It is a win-win situation for both.

News source : Business Today. © 2012. LMIL.

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