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, August 9, 2014

'Fakoconsciousness' and glamorizing assault on women

glamorizing rape / assault on women is 'social awareness'? Well that happens when a fashion photographer craves to become popular by floating over the wave of social emotion. 
In 2009 and 2011 I have reported a macro trend that was sweeping Indian sub-continant as 'Fakoconscionious', a tendency to exhibit oneself as socially conscious but its nothing but faking to appear so.

This photoshoot which gained enough publicity (hence, I am consciously avoiding the name of the photographer with an effort to crub him from getting the desired 'fame'), the photographer stated that it is "just a depiction of the situation of women in our country" and not based on the rape! Funny, cause whoever has little brain left in head knows that this series of photoshoot glamorized the assault with fashionable cloths and luxurious surrounding (obviously photoshopped and touched with finer light effect and mood). Hence, it was not an accident neither an act of emotion but a thought of popularity fetching attempt by him and his studio. He, indeed was successful to gain so, cause BBC wrote an article along with numerous blogs, news papers, magazines who tried to grab a bit of it and in process his name now appears in google search frequently! 

check more here at this BBC report: 


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