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.

Saturday, November 30, 2013

Nano's downfall : Tata agrees to what Ingene worte in 2009!

Finally, Ratan Tata states that calling Nano a cheap car was a mistake.

An artile which I have written in 2011 insisted that 'automobile' is not a consumable product yet, in India and the reason of downfall @Tata Nano (the dream car of Tata group, which expected a huge sale in India but failed to match the expectation) was due to the product perception and wrong product positioning.
Here's the article: http://ingene.blogspot.in/2011/03/tata-nano-story-downfall-saga.html

Yesterday Mr. Ratan Tata, the chairman emeritus of the Tata group has said that marketing Nano as the 'cheapest car' was a mistake. "It became termed as a cheapest car by the public and, I am sorry to say, by ourselves, not by me, but the company when it was marketing it. I think that is unfortunate," Mr Tata told a news channel about the group's subsidiary Tata Motors' small car.

The Nano has failed to live up to the expectations after being touted as the cheapest car to hit the roads.Its sales have been dwindling despite the company's attempts to reposition it. In the April-October period, its sales fell 71.7 per cent to 12,322 units from 43,627 units in the year ago period.
Here's the report: http://profit.ndtv.com/news/industries/article-ratan-tata-says-calling-nano-the-cheapest-car-was-a-mistake-373603?ndtv_profit_rhs

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