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.

Wednesday, February 20, 2013

Media propagated blown-up visual culture and changing aspirations among youth in India

The Visual culture in India was never being flooded with such a huge influx of “blown up’ (larger than life) images, apart from silverscreen posters, political cutouts and religious banners.

                               (Larger than life, political idols)

                               (Silverscreen blown-up cutout)

 At the entry level, the blown up banners / outdoor displayes were majorly related to consumer goods, but unfortunately its now spreading even in the segments of gastronomic offering! In a country where more than half of the population is below poverty line, the ‘blown up’ images of food (majority of them are fastfood advertisements) can become a point of frustration, hence ending up with crime and class-clash across the urban and rural India.

 The multilayered multifaceted slow economic growth among Indian rural population is continuously challenged with blown out images of burger, coffee/ beverages and various other fast food. The recent blown up images of McEGG are propagating the youth into larger than life aspiration and a state of duality (real vs. blown up / made up). Imagine, a burger that is just in the size of a palm is blown up billion times (out of proportion) to lure the Gen Next into a paradoxical scenario where practically, they knows a burger can’t be that big but aspires one that looks so beautiful and delicious at a throw away price (Rs.25)!

(the Mc.EGG banner)

In social scenario, this trait can have deeper implications. The smaller tasks like washing hands  to clean can be blown out of proportion and bring in imagination of a giant! A giant to kill invisible germs and just to help washing hands (no big task, actually) !!

(Lifebuoy Coloring Handwash ad)

The ‘out of proportion’ imaginary can make this over influenced over informed and media-attacked generation more dependable on illusive giants (read brands) for execution of simple tasks (ie. hand wash to simple very small egg burger)! A dangerous trait that needs to be reviewed and observed regularly for social good.

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