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, September 29, 2013

The assault on women: IYF (It’s Your Fault) a satirical anti abuse take: youth socio psychology in contemporary India

At a time, when the youth of Indian subcontinent are irritated with the comments and criticism by the political leaders and religious gurus (on women and their dresses which they claims to be the main cause of growing abuse!) a satirical anti abuse take is spreading the voice of youth. A video starring actress Kalki Koechlin which takes a dig at some controversial comments made by public figures on gang rapes has gone viral online. The video 'It's Your Fault', which also stars VJ Juhi Pandey, has been viewed more than 1.5 million times and received more than 6,000 comments since it was published on YouTube on September 19. The parody video from "All India Bakchod" features Bollywood actresses gleefully (and sarcastically) explaining to women that rape is "their fault." The joke here isn't the act of rape itself, but the excuses used to perpetrate it. As they state on their Youtube page: "Every sexual assault case in India inspires a string of stupid and hateful remarks against women. This is our response to those remarks".

At the start of the video, which runs for almost four minutes, Koechlin says that scientific studies suggest that women who wear skirts are the leading cause of rape. Do you know why? Because men have eyes. Koechlin goes on to show examples of provocative clothing, including a woman covered in a black burqa and a spacesuit complete with a helmet.

In reaction to the gang-rape last December, politicians and a number of leading gurus had made a series of comments blaming everything from mobile phones to short skirts and noodles for violence against women. All India Bakchod's video joins other efforts in the country dedicated to chipping away at outmoded ideas about women and their rights in general, but specifically their right to bodily autonomy.

The recent and controversial "Save Our Sisters" campaign featured Hindu goddesses, edited to look beaten and bloodied, to drive a home a point about domestic abuse.