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, December 24, 2012

Obesity : an Indian context


A recent survey by Madras Medical College of 5,097 students in classes XI and XII in schools run by Chennai Corporation, found that more than 10 per cent of the children were obese and over nine per cent, hypertensive. While 250 students (184 girls) were obese and 510 students were overweight, it was found that among them, 530 students (492 girls) were centrally obese, with a waist circumference over normal limits. The report also stated that over 40 per cent avoid vegetables every day, and nearly 90 per cent of them eat no fruits. The students were also found to consume sugary beverages (soft drinks) twice a week and around 35 per cent of them watch television for more than two hours a day — making their lifestyles somewhat unhealthy.

In another report, it was observed that for every 10 Bangaloreans, four are obese! The IT capital is just a spot behind another growing metropolitan city of the South -Kochi ---- when it comes to obesity. A recently compiled survey by market research firm AC Nielsen has put Kochi at number 1 in India with 46% incidence of obesity and Bangalore close behind at No.2 with 43% incidence. The all-India survey was conducted on 30 million people. As for the other two South cities, Chennai scored 38% while Hyderabad 30% incidence of obesity.

"Basically, the sudden urbanization of the two-tier cities, transformation to metros and altered lifestyle are to be blamed for increasing obesity. People prefer to use transport over walking small distance and eat junk food. There is no time to exercise because of hectic work schedules. All this has multiplied into increasing obesity in growing south Indian cities like Kochi and Bangalore," said Dr M Ramesh, bariatric and diabetic surgeon, Vikram Hospital.

Working in different shifts and almost round-the-clock, which is prevalent in IT sector and call centres, not eating on time and less physical activity are being blamed for increasing obesity amongst Bangaloreans. The survey found that 71% Bangaloreans preferred eating fried and fatty food while 43% preferred eating junk food like pizzas and burgers over healthy diet. Compared to Bangalore, 53% in Chennai, 67% in Hyderabad and 59% in Kochi preferred eating fried and fatty food, while 8% in Chennai, 38% in Hyderabad and 25% in Kochi preferred junk food.
It is also said that 22% of those surveyed did not do or never intend to do anything to control their increasing weight. 33% in Chennai, 15% in Hyderabad and 17% in Kochi said that they did nor or never intend to do anything to control their increasing weight.

Indian gene is also said to be one of the causes. Said Dr Nandakishore Dukkipati, bariatric surgeon and MD, Livelife Hospitals, Hyderabad: "Obesity is a multifactorial disorder. Besides lifestyle changes, the genetic structure also plays a role in increasing obesity. Indian and most of Asia-Pacific population have mutation of MC4R genes, which essentially increases the risk of putting of extra weight around the waistline and thereby leading to obesity."

36% Bangaloreans eat out once a week. The two IT cities of South have higher frequency when it comes to eating out. While 36% of Bangaloreans said that they eat out at least once a week, it is 17% in Hyderabad. While 6% in Bangalore said that they eat out every day, the figure is 14% for Hyderabad. In Chennai, 0% people surveyed said that they eat out every day, while in Kochi it is 10%.
Dr HV Shivaram, chief of gastrointestinal and bariatric surgery, Columbia Asia Hospitals, said: "Obesity is directly related to behavioural and environmental factors. Eating out falls under behavioural pattern. Today, food is readily available by simply making a phone call and at affordable rate. Outside food is rich in oil, fats and calories, which increases weight. Eating out for a long period of time can increase the risk of obesity and lead to many complementary diseases. Physical activity is a must."

 In a report, last year (2011) it was stated that an alarming 70 per cent of India's urban young population (24 to 39 years) in the obese or overweight category. And, at risk is the generation that Facebooks rather than go over to meet friends, bonds over gaming sessions on Playstations or X-boxes rather than play cricket or badminton, the study warns. The national capital faces the ignominy of being the obesity capital of the country, while Chandigarh shares the top spot with Delhi. Why urban India? Experts suggest obesity has to do with the lifestyle of the majority of the population in urban India. The urban populace has easy access to high-calorie packaged foods such as burgers, chips and colas. Moreover, people in cities follow a sedentary lifestyle. Little or no physical activity and a predilection for gizmos such as video games, computers are to blame.


Read more at: http://indiatoday.intoday.in/story/urban-indian-youth-obesity-study/1/157508.htmlin the obese or overweight category. And, at risk is the generation that Facebooks rather than go over to meet friends, bonds over gaming sessions on Playstations or X-boxes rather than play cricket or badminton, the study warns. The national capital faces the ignominy of being the obesity capital of the country, while Chandigarh shares the top spot with Delhi. Why urban India? Experts suggest obesity has to do with the lifestyle of the majority of the population in urban India. The urban populace has easy access to high-calorie packaged foods such as burgers, chips and colas.Moreover, people in cities follow a sedentary lifestyle. Little or no physical activity and a predilection for gizmos such as video games, computers are to blameThe study which suggested that 70 per cent urban Indians are fat or overweight was conducted on 46,000 people who had internet access. Increase in the sale of cigarettes and alcohol consumption does not help either.


Interestingly, I have observed that obesity is perceived to be “healthy’ in Indian context! In socio-psychological aspect, the ‘curves and rounds’(irrespective of gender) becomes a sign of ‘wealth and good health”. In Hindi, the over curved body suggests the individual is from “khate pite ghar’ (from a well to do family).
If you have a look at Hindu gods (shown below) , you will understand that obesity is a part of our social recognition to appear ‘wealthy’!




Not only in human body, a ‘obese looking car’ (ie. Mahindra XUV = xuv sounds as XXL / Extra large) is also considered as ‘good design’ and hence remains in higher demand. The individuals buy this car to show off their wealth in respect of volume.


Hence, the real change to avoid obesity needs to take place in social perception of being wealthy. The tendency among parents to overfeed their baby initiates the initial trait of being obese.


News reference: The Hindu, Time of India, India Today