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, August 18, 2013

Preferences in Life 2013 : Indian Youth insight report by Ingene

In the year 2007 (when the world was not over-excited about the ‘population dividend’ of India and no self-proclaimed ‘youth expert’ was in the vicinity of this subcontinent neither any ‘think tank’ from west tried to superimpose their west-oriented insights) , Ingene did the first survey among the youth of India to find their priorities of life.  The report was iconic, because it blew below the belt and many multi-national brands changed their promotional strategies, business approaches and high headed conventional stand (oh India is a dump yard, stack anything ‘foreign’ and it will sell) to be oriented towards the ‘Desi way’ of living life.  We have observed, the beverage giants like Coke changed their ‘cool’ approach to become ‘family drink’ and holiday makers started offering ‘family pack’ rather than ‘couple pack’.  Even McDonald bent down to leave their (‘oh so proud’) worldwide one recipe in India offering “Mc. Maharaja Burger” and specially spiced up dishes. In short, they became Desi.

Surprisingly, after 6 years of economic whirlwind (IT boom, bubble blast, recession, post-recession, re recession, recovery) the priorities of life hasn’t changed much! This year, we did a prolonged study (formal qualitative survey, group discussion, informal interviews, and ethnographic deep dive) among the 1200 youth of 32 cities (Metros, SEC1 and SEC2) across the country covering East, West, North and South zone to have a holistic feedback about the priorities of Youth. The age group was 18 to 28 years. 57.3 percent of respondents were female and 42.7 percent male. Most of the respondents were either students or have joined in their first Job. Ingene team followed their lifestyle and mapped their social behavior to understand whether the results are constructive, real and cohesive to the survey. Further the Founder, Prof. Kaustav has concluded with his insights about the ‘consistency’ in priorities of life @ Young Indians.

Here’s a sneak peek of the result:

the relevant reports published in 2007:

other relevant surveys :


Saturday, August 17, 2013

what independence means to Young Indians?

In the eve of Independence day, Ingene had a discussion with young Indians about the true meaning of independence. Here's what they think:

Unfortunately, in past 67 years, none of above being achieved. India has a long path to travel. The statements mentioned here, resonates with the aspiration of every Indian, across the world.