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.

Monday, October 23, 2017

national survey of their attitudes, anxieties and aspirations of Youth in India - A survey coducted by Centre for the Study of Developing Societies, Konrad Adenauer Stiftung and Lokniti

With my more than 2 decades of experience, I have understood that the “youth” can not be boxed as one category of age group; though in every survey across this nation the agencies generalize the youth and try to portray a single opinion/ statement!  As I have mentioned way back in 2009, the youth in India has 3 distinct psychographic segments ( mind-sets) with unique mind-sets and AIO (Attitude, Interest and Opinion) of every segment. In this survey the agencies covered 19 states (Andhra Pradesh, Assam, Bihar, Chhattisgarh,Delhi, Gujarat, Haryana, Jharkhand, Karnataka, Kerala, Madhya Pradesh, Maharashtra, Odisha, Punjab, Rajasthan, Tamil Nadu, Telangana, Uttar Pradesh and West Bengal) though they have not mentioned the cities/ villages they have surveyed or the proportion of youth from villages, SEC II cities and SEC I cities. It is interesting to note that the study divided youth on the basis of their caste (Upper Caste youth, Dalit and Adivasi youth) rather than their mind-set! These further exhibits that the agencies are keen to stereotype the youth over and over again on caste which further complicates the socio-political situation of this nation. 

Below is a brief of the report as published in The Hindu

Indian youth are certainly becoming more modern in their appearance and consumption habits, “but their thoughts and views reflect a troubling inclination towards intolerance and conservatism”, says a national survey of their attitudes, anxieties and aspirations, released in New Delhi on Monday.
The survey, jointly conducted by the Centre for the Study of Developing Societies, Konrad Adenauer Stiftung and Lokniti, covered 6,122 respondents in the age group of 15-34.

It was carried out in April-May 2016 in 19 States. This is the second such survey. The first one was conducted in 2007. Among the respondents, 49% were in favour of death penalty, while only 33% felt that it should be abolished. An overwhelming 60%, cutting across religions, believed that films which hurt religious sentiments should be banned, with only 23% opposed to such bans.
Beef eating

On the lately contentious subject of beef consumption, 46% disagreed with the liberal sentiment that “consumption of beef is part of personal eating habits and nobody should have an objection”, while only 36% agreed with it.

However, 40% of non-vegetarian Hindu youth and 90% of Left supporters had no problem with beef consumption. At the same time, the survey also found the majority of Indian youth (58%) to be non-vegetarian, while 30% and 9% described themselves as pure vegetarians and “eggitarians” respectively.

The illiberal orientation was further underscored in the domain of interpersonal relations, with 67% of the youth opposed to live-in relationships. On the question of inter-religious marriages, 45% were opposed to them, while only 28% were in support. The majority of the respondents (51%) agreed with the proposition that “wives should always listen to their husbands”. Also, 41% agreed that it is not right for women to work after marriage. While 53% were opposed to dating before marriage, 40% disapproved of Valentine’s Day celebrations. A fairly high proportion of young women respondents also held such conservative views, the report said.

Marriage and caste

While acceptance for the idea of inter-caste marriage had risen, from 31% in 2007 to 55% in 2016, the reported incidence of inter-caste marriages among respondents was only 4%. Over 84% of the married youth had had an arranged marriage, compared to the 6% that reported a love marriage. While one-third of those with a love marriage had married outside their caste, 97% of arranged marriages were found to be within caste. Arranged marriage was also the preference among the unmarried, with 50% saying they would like their parents to take the decision regarding their life partner. Only 12% expressed a preference for love marriage.

The survey also found Indian youth to be quite religious, with 78% of the respondents stating that they prayed often, while 68% reported going to a place of religious worship frequently.

Modern values such as gender equality did not seem to have much purchase.
The survey also found strong support for existing quota for SC-ST and OBCs in government jobs, with 48% in favour and 26% against.

The full report can be read here:

No comments: