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.

Thursday, July 25, 2013

the mutating lingo- 'cuteness' is hot! - Indian youth trend

‘Hey he is so cute yaar’! Well, I don’t understand how a well grown man can be ‘cute’!  a gang of girls seating behind me keeps discussing how cute Ranveer Kapoor is in the movie  Yeh Jawani hae Deewaani . Interestingly, the cuteness becomes universal when they spell the same for the heroine too!

How can a Bollywood hero (I thought it’s only a domain of ‘hot’ and ‘macho’ men) becomes as cute as the heroine? Or is it that the language is mutating? The code lingo for hotness became ‘cute’? I roll back to an era where a song was banned just because it had the word ‘sexy’ and immediately being replaced with ‘baby’! Not that pedophilic, but yes at that time baby was synonymous to hotness (same as ‘Honey’, for the babyboomers). So, in Facebook era, when a ‘bad word’ can break a potential friendship (a buddy, which has the wider possibility of future ‘dating’) right at Facebook itself, ‘cute’ seems to be a safer word to pronounce. Hence, right from the pets (‘oh that’s a cute puppy) to the coolest chap in the campus gets a chance to be coined as ‘cute’.