Music; and how we listen today…or show off

Indian youth started following the theory of adopted differentiation in music also!

The In’glo’dians are going for more personalized music and relevant gadgets [… to listen music ie. ipod, mobile, Bluetooth earplugs etc…) whereas, Bharatiyas are aggressively “exhibiting” their music and musical belongings ( the homemade amplifiers, Nokia speaker phones, cracking loud speakers, mikes, woofers etc…).

Now putting the music aloud in car [and keeping the windows open!] is considered “cheap” unlike the earlier days…when it was a part of showing-off / dikhawa...the pride of owning an imported car and then modifying it with the higher decibel musical system which used to crack others eardrums while the car will whiz pass with open windows…o ya, a hot partner by the side or car full of drunken dudes…

now the scene is :
A bharatiya is walking in the street with mobile in hand, which is blinking lights and guzzling higher decible sound / music [this sound can appear as "noise" to the in'glo'dians] from some local FM channel...“sun bhai…my new guru mobile”...or a maxicab/auto / truck brusting the local soundtrack@ scratched CD / FM…

On the other hand, an in’glo’dian is jogging [at home/health club with glass walls/groomed garden] with the wireless earplug @ Bluetooth / ipod “my music, I will listen…who the hell u r…”

Kaustav SenGupta
INgene

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Sudhir's comment in Designindia yahoo group:

I like your point of view, didnt think of music like this before....and come to think of it...Many of us would want to show what we are reading, the volume size etc etc..and may of us will want to show what we own...I am sure there are more observations around. But I am definitely looking forward to use this.

regards

Sudhir Sharma

INDI Design Private Limited

http://www.indidesign.wordpress.com/

My Interview- Taken by Ruby Pseudo

Ruby is the noted Youth Analyst in UK.
Simon Pestridge, Global Marketing Director, Nike Inc, stated that 'It has always been important to put the consumer at the forefront of your thinking. In today's ever changing world, it is more important than ever. What Ruby and her Network offer is an unfiltered, honest and real view of how kids are interacting with your brand - real time. If you are of a weak disposition, don't like the truth or can't cope without one way mirror focus groups then stay away from Ruby. If you want it told like it is, with some very real and useable strategy recommendations, then you have found the right person...'

Read Ruby at : rubypseudochatchat.blogspot.com

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Ink & Indian Youth - An Interview with Kaustav of Ingene
Monday, October 19, 2009


If you're not already reading Kaustav's blog about Indian Youth, I think you'd really enjoy doing so... Him and I have been emailing over the weekend; he's eccentric, entertaining and - perhaps more importantly here - terribly interesting and insightful...

His blog, Ingene, is the first ever Indian youth trend site and is full of stats, research findings and Kaustav's marvelous musings. Since we'd written about tattoos last year, I was interested to see his take on tats too, and how the trend is more of a trickle down tactic, inspired by Bollywood celebrities and others in the Indian eye [76% of the respondents agreed that they'd be inspired by them]... Whilst for the majority of Indian youth he interviewed [32%] are using ink to express themselves, there is also - as his charts show - an element of 'conformance' at play here [10%], whereby kids are getting tattoos to fit in and be part of something; odd and oxymoronic really, but there you go... 31% were developing their own tattoos [a word I can never spell right the first time apparently, always want to put an 'e' in there somewhere], 19% left it up to the ink guy to decide and design. I also love the conspicuous element of where they're getting their tattoos, with body places that are relatively hidden barely coming in to pretty play.

Here's an extended interview with Kaustav about Indian youth and ink, nice:

What celebrities are influencing Indian youth to get tattoos?

Unfortunately, the concept of “Cool Tattoos” came through the mainstream Bollywood movie celebritiess [instead of coming from an underground/alternative route] which made tattooing “cool and acceptable” in India… Sanjay Dutt, for example, has 16 tattoos [the press say so..] over his ruined, aged, grumpy skin [and its not that he’s 'grown' with these tattoos, he got them done after he crossed 40!]… Tattoo[ing] is something luxurious here... You will often hear comments like ‘Oh, this tattoo? I got it done from LA… I go there for my regular shopping'... In that respect, it's like the Chanel suit…the In’glo’dian youth are doing it to consciously present an image that they are more “Western” than the other half of “have nots”… Funky Monkey charges Rs.2000 for each square inch black line tattoo! With that money a BPO family can eat two meals a month… So, instead of a trickle up theory [as happened in West] tattooing in India followed the other root…the “trickle down theory”…

Are there any laws in India about getting a tattoo? Also, is there an age restriction on tattoos?

No. There’s no such law to date… The Indian government is full of grey hairs who don't understand much about the impact of a tattoo [a mere graphic in somebody’s skin you know ;)] unless it becomes a symbol of Hate and Disgust and brings in religious / communal fight… Tattooing [among the youth] has not yet penetrated all the classes in India.

In India, the “affluent class” gets the “cool” tattoos done [other than North-Eastern side of India]…hence here it’s not a trend from “trash”… The cost of getting a tattoo done is absurdly high and the resources are limited. Here, the traditional tattoos are present from the time of first civilization… They are still used as a symbol of religion, sect, cast, spiritual faith, a sacred mark with will protect one from evil spirit… Also it’s a ritual in many villages to get their kids tattooed on their right hands, with his/her name, parent’s name, village name and so on… Which in process protects the kid from being lost… Hence, the democratic govt. of India actually can't put a age restriction on it, since it’s a regular practice as a “safe guard” / “protective measure” and also a question of “identity”.

Are there any 'typical' tattoos other than the ones mentioned in your work?

You can divide tattoos into two categories, in India: the cool luxury tattoos [mostly black, sometime multicolored] and traditional tattoos… Even the process of doing both the tattoos are different, the traditional tattoos are done in a more traditional way… With needle and pigment, by hand prickling… 'Cool' tattoos are mostly done to exhibit one’s coolness to the clan and also to create a conscious aura around them that they can AFFORD such a big cool [sometime meaningless and ugly] tattoo... And sometimes, a tattoo is used to enhance particular body part, so people get them on their biceps, for example, and are like 'yea, I'm in the gym everyday… Look at this... Just wait to see my six pack dude’


Can you ask one of your young friends about whether they want a tattoo for us?

I asked one of my young friends Radeesh, if he wants to have a tattoo and he said “I would love to get one done but I still haven't found that one thing tht I would like to carry around all my life ;-) So when I do I will get one. But it would be something more meaningful. Not jst for the hec of get'n one…” I also asked him, do you think most youth gets the tattoos just because its cool? Perhaps without understanding its meaning? And he replied: “Well with some of them yes…Some1 rightly said…Tattoo is a permanent impression of a temporary insanity Lol…Yeh I'd agree with you but if u were to ask the ppl who have the tattoo they will always have a meaning[ful] story or reason for it”… Today, the smart tattoo artists in India are mixing the spirituality and coolness…so the tattoo has no reverse effect at home… It has a dual meaning…’hey son, why u got this skull done!!” ‘ehh pappa, its not just a skull, it’s a tantra symbol ;) which is the sign tht will protect me from all evil spirits[lol] and will help me to go through all the hurdles…cake walk…u know’

Are there any other trends happening with tattoos and tattooing in India?

'Mike Cowasji, who’s been running Mike’s Body Art studio in CR Park for the past six years, is excited about the kind of designs Delhiites have suddenly developed a penchant for. “Previously, it used to be a small tattoo as people played it safe. Now, they want big tattoos. I’ve been doing a lot of black and grey washes, bringing out different shades of black, with water effects, images of mermaids, dragons, phoenix and even pagan symbols,” says Cowasji, 40. As an artist, he enjoys the new challenge to think big and ink big as well… The Gurgaon-based Funky Monkey tattoo studio says the God Shiva has become a hit too. “We do about four tattoos every day of the week and approximately seven during weekends. Big pieces of Shiva are in demand and we have a steady stream of women who want their children’s names tattooed as well,” says Hardy Mitra, 40, who started the tattoo studio eight years ago and has new outlets planned in Delhi and Kolkata. Younger girls, who come accompanied by parents, seem to have fallen in love with mythical animals like the unicorn and want one on themselves. The more bizarre, the better!”…

[Kaustav]: Can you imagine a youth at London going with her mum to get her first Tattoo!! Its more like a celebration and status symbol here…nothing underground or alternative or has not evolved yet as a symbol of protest or remembrance… the RIP tattoos are not so common here unless its an RIP to Jackson…

How easy is it to get a tattoo? Are there tattoo parlors everywhere in India?

The tattoo parlors are not dense in India…and most of them believes in WOM and that works just fantastic… You know a sense of exclusivity remains… And then there are lot of amateur artists [mostly in the north-east of India and Goa] who do tattoos as a passion not a profession… The most known chain tattoo parlor is Funky Monkey [ as above] You also have Rock and Irezumi in Chennai… The problem is, in India we don’t have an “in house” celebrity tattoo artist [Even if one parlor has people like to get tattooed by somebody more ‘exotic’]… Hence its still not very creative or experimental…in desi sense… You can read what one girl wrote here...
Nice. Nice. Thank you. You can follow Kaystav on Twitter too for Ingene updates... @kaustavsengupta

Source :
rubypseudochatchat.blogspot.com/2009/10/ink-indian-youth-interview-with-kaustav.html

Social Networking and Indian Youth...WHAT'S UP YAAR?

I already reported that Orkut is approaching the coffin among In'glo'dians and Indians...here's a bit detailed information about the social networking AIOs of youth in India and why Orkut is still having a "sentimental value"....



















Kaustav SenGupta
INgene

Piercing and Indian Youth- What's ON / What's GONE

INgene again brought the FARM FRESH report on piercing in India and what's "wow" now...this report is RAW and UNEDITED [no 'masalas' / spices added by the grey hairs ;) ] so, you get the right flavor of Indian youth...SMELL THEM..they are unique :)












CHIN and EYEBROWS are out of trend

NAVAL is still in trend to a certain extent

CHIN is probably replaced by LIPS which is the next IN-THING

TONGUE is another place that’s in trend now to a great extent

TONGUE and LIPS could slip into the future and manage to stay for a little while as people still see these places as future trends

LIPS could be taken over after a while by CHEEKS – but it will take time to happen
NAILS and NECK is becoming cooler…

Piercing of Intimate areas is becoming “sexy” and "normal"… The period of EXHIBITIONISM / DIKHAWA is settling down for piercing among the In'glo'dians [the dikhawa is 'infected' to Indians]…now its more of a “cute surprise for your near one…” [than to the peers or other half of India…]

Kaustav SenGupta
INgene

8 C's to express INDIA or INDIANS

here's 8 C's which defines contemporary India or Indians and also explains why India is the unique cohesion of "many" and a melting pot of heritage, culture and innovation...

These 8 C's should be discussed togather and will not define India [in its true sense] if mentioned individually.



Kaustav SenGupta
INgene

trends in the popularity of indian gods in internet !

No offences, this interesting graph depicts that Mr. Hanuman (the mutated animal-human god) is the "coolest" one in net who gets the highest consistent search hit in Google India closely followed by Mr. christ...

Mobile and Indian youth

A Note on why mobile is becoming a "family member" and adding up an intangible sentimental value for it among Indian youth (in India, I understood, the moment a product gets attached to either sentimental or spiritual value, it REAMINS unless another one is replacing it)


What mobile “means” to u?

1. A spiritual place…digitized spirituality and portable serine.
‘…my mobile faithfully sings “jai mata di” whenever it rings…’
‘…I kiss the cross in cell…and I can do it whrever I am…’
‘…I have recorded the gayatri mantra…its easy for me to hear at anytime…anywhr…and you know once the bramhin was not available… my mobile became the bramhin ;)’

2. my own musician… in music we love “dikhawa” [ exhibitionism]…thts why we keep the music volume to the full in car while passing a crowd…we love to “showoff” our music…we love to share ou experience and joy with others…mobile is an excellent tool for tht…we keep the volume in full and open the FM option while walking ;) we feel like KINGS and QUEENS :) we feel happy

3. my mobile my math mate…we cant calculate today without the mobile

4. my tool to be in the clan…we exchange sms [jokes, stupid spiritual sms which says if u don’t forward it to 50 known friends your close relative will die, cooking secrets,

5. my mobile my Chitragupta*…it keeps all my records…reminds me my task…helps me to keep in touch with family and friends (when I really miss them…u know India is soooooo vast…), o ya, it reminds me which fetiv is coming [ through the guerrilla advertising sms and discount offers…some time I hate them so much…but sometime, they reminds me the approaching fest…we have soooo many fests…]

6. my mobile my cupid… sometime brings “love” ;) or the loved one closer… the blue tooth… “choo chweet” screen and photo sharing…caller tunes and flicking lights…and oh its sooo handy, I can “hide” it too (whn mom becomes toooo curious)

7. my mobile and I ‘the narcissus’…so many time I took my own snap in my mobile and tried too see how good I look…or what angle of my face looks better [so tht whn next time I wana impress Rohan, I will seat in tht particular angle…u know..]

8. my mobile my game mate….goooo gaming…nah, its not tht I am a game addict[ I am not a kid u know] but I wana “show” that I am a game addict ;)

9. my mobile my best friend in “antakshari”**….so many time I just found the right song from the play list of my mobile…under the table ;)

10. my mobile my status symbol….the latest I have the coolest I am…

11. my mobile my quick fix at exam time… the tensed hours and how many time it relieves in last moment exchange about the ‘would be questions’ from the ‘reliable sources’

12. my mobile and “the best wishes”… best wishes from grand ma, the last minute sms from dad “whatever happens in the interview we are with you”…the sms from best friend ‘welcome to fatherhood’ :) ohh my mobile is a part of my FAMILY yaar…

Note :

* http://en.wikipedia.org/wiki/Chitragupta

** instant singing competition…very popular among Indian youth
More articles: http://www.radioandmusic.com/content/editorial/news-releases/tollywood-music-directors-and-singers-played-antakshari-celebrate-joy-music-and-christma

http://www.tatamotors.com/CSR-0607/page-09.php

http://www.buzzintown.com/index.php?2034


by Kaustav SenGupta
INgene

Indian youth and "Tat-toos" : a farm fresh report

Kaustav SenGupta
INgene
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Under the Skin

anushreemajumdar
Posted: Jul 09, 2009 at 0004 hrs IST

While the world was tuning in to watch the memorial service of Michael Jackson at the Staples Center, Los Angeles, tattoo artist Lokesh Verma was hunched over a client’s back in his Delhi parlour, painstakingly recreating the King of Pop’s anti-gravity lean made immortal in the video of his 1987 hit Smooth criminal. “One of my regulars came with an image of Jackson and wanted it on her back as a tribute to him. It was quite an experience transferring the image on to skin,” says Verma, 26, owner of Devil’z Tattooz in Vasant Vihar. If you thought MJ was an offbeat choice of body image, don’t be surprised. This summer Delhi’s young body art lovers aren’t settling for the usual butterfly, Om and satanic images. Quirky is the new buzzword, everything else is passé.

Sonal Lewis, 23, got her first tattoo done by Mumbai-based artist Vikas Malani a few days ago, and the image was like nothing Malani had done before. “It is a half woman-half tiger. It looks as if the woman is coming out of the body of tiger. I used to be a dancer and was nicknamed “Cat” in my dance class. The idea was to get something completely unique, something feline and wild but not vicious, something essentially like me. We’ve heard of mermaids, my tattoo is a tigerwoman,” says Lewis.

Mike Cowasji, who’s been running Mike’s Body Art studio in CR Park for the past six years, is excited about the kind of designs Delhiites have suddenly developed a penchant for. “Previously, it used to be a small tattoo as people played it safe. Now, they want big tattoos. I’ve been doing a lot of black and grey washes, bringing out different shades of black, with water effects, images of mermaids, dragons, phoenix and even pagan symbols,” says Cowasji, 40. As an artist, he enjoys the new challenge to think big and ink big as well.

Apart from new washes and MJ tribute tattoo, there’s a hot demand for ‘Biomechanical’ tattoos, images of body parts drawn with a bizarre twist. So expect to see a lot of eyes and hearts painted on shoulders and bare torsos. While biomechanical art rides high on its morbid appeal in Delhi, foreign tourists, says Verma, usually ask for “elaborate wedding-style henna motifs and intricate Madhubani designs”.

The Gurgaon-based Funky Monkey tattoo studio says the god Shiva has become a hit. “We do about four tattoos every day of the week and approximately seven during weekends. Big pieces of Shiva are in demand and we have a steady stream of women who want their children’s names tattooed as well,” says Hardy Mitra, 40, who started the tattoo studio eight years ago and has new outlets planned in Delhi and Kolkata. Younger girls, who come accompanied by parents, seem to have fallen in love with mythical animals like the unicorn and want one on themselves. The more bizarre, the better!

source:http://www.expressindia.com/latest-news/under-the-skin/486891/

Inspiration for Indian Youth - Sunil Robert

A re-post from coffeewithsundar.
Mr. Robert has interesting insight about India.

Kaustav SenGupta
INgene
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Inspiration for Indian Youth - Sunil Robert
Author: Sundar Rajan G S 4

Oct

The part 1 of the interview with Mr. Sunil Robert can be found here: http://coffeewithsundar.com/i-will-survive-sunil-robert/

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Mr. Sunil Robert works for TCS Financial Solutions, where he runs the global Analyst Relations and Public Relations program. Sunil has also been the front end of the Marketing arm for i-flex in North & Latin America. Sunil holds a Master’s degree in Business Administration and another Master’s degree in Communications & Journalism that helps him to bridge the gap between pure communicators who often miss the business landscape or Business strategists who have the know - why but don’t often have the know-how.


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Me: What were some of the learnings you had in your career? Some things which you learnt the hard way?
SR: I was 18 years – a struggling immature kid when I joined the work force. I was too naive in transaction initially. My first learning was that the corporate world is a very competitive place. I was taking people at face value. You see, coming from a very mild & protected back ground, I was suddenly facing the hard realities of life.

As you keep going through life experiences, you realize that life in the corporate world is not very different from that of the personal life. Rules of relationship don’t change. My freshness, energy & innocence helped in my career. In my life I met a number of genuine, honest people with no politics. Those few good souls changed my life. 10 years ago, I had one of the nicest bosses in my life. Always polite, not angry, very humble and corrects your mistake with smile. Even I want to be like that for young. Even the people I don’t like also gave me deep, deep insights. In essence, my corporate experience was “An accelerated course in maturity.”

Me: Who were your role models?
SR: Well a number of them have influenced my life. One of them was my school teacher, who inspired me to love public communication. I was no body then. The influence is unforgettable. When I was 18, I came across a person named Ravi Zacharias. He was one of the most persuasive communicator, whom I met. He was a great human being. He never let achievements to come in the way of relationship. Even I want to influence the lives of youngsters in India. Apart from them, there are business leaders who are my role models. I have spoken about them in my book – I will survive. They run organizations by the sheer strength of their persona. One of them is Ratan Tata. He has 350,000 employees working for him. We approached him with the manuscript and asked him if he could write the foreword. His office is inundated with such requests. But he was willing to spare time for it. They inspire me. Even I want to pass on such generosity to young people. If I don’t, I will be failing him. Some time back, I met a guy, who said his brother is a writer and wanted me to help him out. I spent some time with him and helped him out. We fail if we don’t pass on the generosity in spirit. Not only professional, but also in the personal life. The book – I will survive is also a guide to young people. It has all the lessons which I have learnt the hard way in life. It is in a narrative style which appeals to the young audience.

Me: Why is the book named – I will survive?
SR: A number of reasons.
1. Indians are a resilient lot. We look at the crisis at eyes & won’t blink. We are a great nation of survivors against the external imperials. Surviving is our national trait. Hence the name.
2. People need some support. Generally we tend to think that we might through a tough time, but we always have the belief – “I will survive”. This book is not catering to Celebrity & successful people. It is for marginalized. This is for people who are seeking inspiration to succeed in life.
3. I was in late 30s when I started this book. But not many people write autobiography at this age. I was wondering if I was too early. I thought “would you rather be little early or a little late”. I knew that this book was for youth and I wanted it to be relevant. I thought I will go in for it a little early and I knew “I will survive” with my decision.

Me: You have now been in the corporate world for more than a decade. Do you see India changing?
SR: Yes of course! I have only great news here. In the late 80s, we were over-whelmed and were always in awe with our counter parts in US. It has always been our culture of respecting others. Today, after being in the IT industry for 10 – 12 years, I can say that Indians are good or probably better in managing others. Our culture is very unique. We are not very combating and westerners are comfortable with that. We have shown that world that we are amazing in technology & engineering. Now, Indian managers & professors are also empowering. We are well poised to move into top management of some of the top companies.

Me: A good number of people are going abroad. A lot of them are working with international teams in their work place in India. What are your tips for working in this new international environment?
SR: Indians are well positioned to work in Global community. In our schools, we have friends who speak 2 or 3 different languages at home. Youngsters play cricket, where people come from different backgrounds. So, our kids are exposed to handle diversity very easily. It is a part of our skin. There are few areas where we need to fine tune ourselves. Things like etiquettes, differences in our cultures & theirs, where to bond, the social set up etc. This will help us to easily handle global communities.

Me: Sir, it has been amazing having you on this show. I am sure your book would go on to inspire many more Indians. What are your future plans?
SR: I will be taking up full time writing. Writing this book has been amazing, but it was a tiresome and quite an experience. So, I want to be doing this full time. The good news as far as the book - I will survive - is that it has gone for re-print in just 2 weeks. It has got a critical mass following.
My next book is also towards young executives, Indian professionals & managers. I want to help serve young professionals & managers.
A lot of people define success as “where you are now”. But for me it is important to add another parameter. Success is a measure of “Where you arrive, from where you started”. I am happy with where I have arrived from where I started. I want to go on to become an inspiration of many Indian youth & young professionals.

Me: Sir, Thank you so much for sparing your time. It was indeed a pleasure to have you on this show. Thanks once again. I am sure; this book would be a huge success. You are going to be an inspiration for many young Indians sir.
SR: Thanks a lot Sundar! I am also very happy to be a part of this show.

Indian Youth Culture- My Interview

An e-mail interview given to Anoop Menon, Planning director, O & M, Delhi

If you were to define youth culture in India, how will you do that?
Is there a specific youth culture at all....if No then why don’t we have a sharp youth culture?

What do you mean by youth culture? Is it a certain dressing, ideology and exhibitionism? Is it the certain identity of somebody which will allow one to enter in certain underground club? Then, in that way, youth culture in India is not “defined” into the categories though the presence is obvious. Most of the youth cultures in the world are categorised/ segmented / “defined” by the existing categories of subcultures in that country and interestingly India is one such unique example where no subcultures existed on the basis of AIOs (Attitude, Interests and Opinions) among the youth . My study of Youth culture along with Mr. Ted Polhemus found that certain amount of disgust/ hate/ frustration/ rebellious nature is needed to constitute a subculture to portray the “common interests”. The peer groups having common AIOs takes the symbolisms and iconographies to present their views which in process forms the subcultures (Hippies, Punks, Goths, Psycadelics, Bikers, Hip-hoppers, Rockers etc.). In India, the family bonding and values are very strong which provides the “shoulder to cry” to an youth whenever they are frustrated (which indeed are very rare in west). The recent study suggested that Indian youth are the happiest… the most unhappy lot is Japanese youth…and as you know Japan is one of the hub of most of the recent subcultures (ie. Gothic Lolita, Cosplay etc.)…

Moreover, most of these categories of [so called] youth cultures are “promoted” (and sometimes deliberately created) by media…till date unfortunately (or fortunately!) Indian youth segment was not being considered ( or may be “taken for granted”) as a potential market for many giants in consumer goods…hence the Indian youth are still remaining “unpolluted” with their true self…Some of the brands tried to impose the European youth cultures in India (the recent movement of Gothic look) but India being strong in its own cultural believe, plurality, customs adopted these trends in its own way (so gothic trend got a link to tantra…but not with core gothism)…Indian youth by default are very creative to absorb a trend and mix it with traditional twist…for example you can refer my blog’s header [photo] where I have shown the hands of one youth who’s wearing beads, red thread and the bands…we mix denim with traditional kurta, we love pizza only when its “chicken tikka masala” pizza… in my view “mix” is important but in a right percentage…if it crosees the level that the attribute becomes “cheap”[ but not cool] becomes “dikhawa” (exhibitionism only)… for this dikhawa factor the “nimbu pani” by Pepsi beverage is a failure today…

The concept of individuality is not much popular in India we love remaining in clan… and even micro clans…

The ideology of “India” is so plural that it becomes impossible to form a “visible” youth culture . In India every three hundred miles define a different weather, customs, food, language, attitude, environment…

The clash of class is also an important factor which prevents Indian youth to form larger groups based only on AIOs (please refer to my adopted differentiation theory)…if not sects or political motivations…

India has numerous numbers of religious groups, sects, social classes, political wings etc. which attracts and involves youth and that culture immediately takes either a political name ( eg. Pink chaddi movement) or religious sentiment (eg. Youth wing of “so and so” party, raj thakary and his clan, varun Gandhi and his clan etc.)…in India politics is also more of an youth culture (remember the emotions at college elections… which sometimes even becomes a dirty fight of made-up ideologies)

Moreover, Indian youth are the very career oriented and ambitious( the way they are groomed by their parents…). The competition (and the parental pressure, because in India, a son / daughter are considered as investment for future of the parents) makes them concentrate in their career and the ambition moulds them to look towards the iconic figures who’s successful in their life and career (Tata, Birla, Ambani, successful cricketers, established movie stars etc…) but not the struggling rock stars or scandalous new comers in the movie industry… Indian youth are very focused in their “needs and wants” and to prove that they are the one who helped their family “stand up” (pride, social status and economy)

We do have the sharpest youth but not a very “defined” youth culture (the way "youth culture" is meant in west) cause it’s actually not needed in India at this stage and media never bothered to promote anything as such.

One youth culture which is strongly growing in India is “being desi”…desi food, ethnic dress, the usage of desi languages (and slanguages too…all K words, B words etc are becoming popular among the “happening” crowd …the F words are going down) etc.…Desi is becoming cool….

The youth are getting devided into two catagories…the In’glo’dians are moving towards more into being “globally desi” or refined desi…whereas the Indians and Bharatiyas are moving into the core desipan…


What is your definition of fashion? What all encompasses it?

“Human being is the only species who can deliberately and consciously change his look”- Ted Polhemus stated once. To me fashion is a way one presents oneself to the receptor (the receptor can be one person, a group of people or a macro-society). Fashion is a tool which helps one to advertise his belongings…a kind of adopted self advertisement, which makes one "accepted" [or rejected] by an individual(ie. you and your partner), clan (ie. a subculture, society or religion...

Fashion encompasses “look” (dress, make up, adornments etc.), attitude (the way one seats stands talks…the accent one adopts..), food habits and etiquettes, involvements (your peer group can make a big difference to the others to consider u as “fashionable’ or not) and values (the customs and rituals and the ideology).

Fashion should be the ever changing attribute of human being…if one maintains a certain look in his or her whole life that becomes style but not fashion…mutation and evolution is an important factor of fashion…

What is the world of youth fashion – who are the influencers and icons?

Youth fashion is:
1. some elements which gives them an identity (can be the look or lingo…or even the attitude)
2. Some elements which differentiates them from the elder (some elements which actually being hated by the elders…ie. The black nail polish or lipstick… messy look… piercing and strange tattoos… low hip denim)
3. Being rebellious is cool
4. Some elements which differentiates them from the “other class” of youth (the loud music in a car is “cool” cause it exhibits that one has the “capacity” to own/ afford a car and “cares a damn” for the “other side of India” )
The young world consists of various micro groups which forms the larger clusters…the clusters again relates themselves with various common macro AIOs…most of the youth (In’glo’dians and Indians) are living in the virtual world…70% of their friends are virtual whom they might not even have “seen” but exchanges opinions hatreds, and ideologies (through Facebook, Twitter, Orkut etc.)

In India the influencers are also divided as per the categories of Indian youth… for In’glo’dians the influencers can be the global celebs and micro-group influencers from the same clan…for Indians the influences can be the smartest youth in the gang…or the MTV’s “star” youth (who won the “made-up” reality shows…), the happening (and rich) movie stars (in India we like to worship the “blue bloods”…whether in Bollywood / Kollywood or in Politics…), established businessmen (Tata, Birla etc.)…. Among the Bharatiyas the icons are also the laggards (like the yesteryears “star kid” Tendulkar….) or the “not so young” stars…politicians or the business tycoons… the local “star” youth who “wears” the latest gadgets and faded denim with colour hair + bike+ fluency in Hinglish (English+Hindi mixed pronunciation… )…and adopted differentiation works again among the Indian youth in case of youth icons…

Kaustav SenGupta
INgene

A survey by Economictimes @ Indian youth

Economictimes has published the survey report of youth trends in India:

Google (41%) emerges as most preferred source of information for Indian youngsters in the age group of 12 and 18, largely studying in English medium schools, and living in urban India, according to "TCS Generation Web 2.0 Trends' - a comprehensive nationwide study across 12 Indian cities reaching over 14,000 youngsters.

Print (26%) and TV (25%) are the next important source of information.
Kolkata (77 %) has the highest number of students using internet (Google + Wikipedia). Library usage amongst Cochin students is highest nationally (14%) while Bhubaneshwar (45%) and Lucknow (42%) lead in information sourced through television. Mumbai (12% ) youth prefer TV the least.

The nationwide study captures the trends and pulse of the youth across India with a clear focus on information, technology and aspirations.

Social networking trends

Blogging in metros revolves largely around their everyday life. Bangalore is the blogging capital of India, with 66% of studentsbeing part of blogging / social networking scene, against 39% nationally. More students in Mumbai (60%) and Ahmedabad(57%) read about film and celebrity blogs than youth in any other city.

Bangalore and Hyderabad (33% each) students prefer blogging onstudies and school, highest nationally. Orkut emerges the most preferred source for Social Networking nationally.

Mumbai is the only city where Facebookis more popular than Orkut. Cochin (8%) and Bangalore (9%) kids are most attracted to Secondlife, Myspace, and Podcasting.

Educational interests and pursuits

Desire to study abroad is a national aspiration among students. USA is the most popular destination with nearly 40% preferring to study there.

Physical proximity, family ties play a role in choice of education destination. Singapore and Dubai is preferred by one in five students in Chennai and Cochin respectively as top choice for overseas education.

Global Citizens: Young India reflects a strong affinity for Travel. In the Metros, Salary is the highest sought after career expectation. New Skills and Experience score over Salary in Mini Metros. Engineering emerged as the most preferred as an Ideal Career Choice (35%).

IT is second choice. Media and Entertainment comes in fourth in metros while the Mini Metros choose Banking / Financial Services over Media.

Disposable income

Majority get pocket money of less than Rs.500/-per month. Delhi and Hyderabad youth get the highest pocket money (10% of them in both cities get above Rs2,000 pm) in the country.

In Metros, 17% receive pocket money in excess of Rs.1000 per month (Mini Metros: 7%)
Youth ownership trends

Home PC penetration is very high in the Metros (71%), while it is 54% in the mini metros. Bangalore and Delhi ( 77%) have highest PC penetration. Among mini metros, Ahmedabad comes close at 73%. Laptop, though an aspiration, does not seem to have reached many homes.

Mumbai has the highest laptop penetration at 38%, compared to the national average of 19%. Ipod’sand Music player score over the digital camera both in metros and mini metros.

Bangalore has the highest (91%) ipod/ digital music player penetration nationally.

Source: http://economictimes.indiatimes.com/quickiearticleshow/4864373.cms
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Rahman, Sonu and Lata India's favorites
14 Jul 2009, 1245 hrs IST, Amit Sharma, ET Bureau

NEW DELHI: Indian youth have given the definitive verdict. Double Oscar-winning music composer AR Rahman is young India’s favorite music personality followed by singer Sonu Nigam and the legendary Lata Mangeshkar.

A recent twelve-nation online survey released today has suggested that while a whopping 83% Indian youth love music, this year, there has been a 23% increase in the time they spent listening to music. Overall, the Asian youth increased their time spent listening to music by 25% over last year.

Titled Music Matters, the Asia-wide survey among 8,841 respondents has been conducted by market research firm Synovate. It goes on to add that American rock band Linkin Park, singer Rihanna and Canadian artiste Avril Lavigne are some of the popular music personalities in Asian countries, that are marked by a keen interest in local music and singers who dominate their favorites list.

While his general body of work has been admirable, it could well be Rahman’s work for Slumdog Millionaire that has catapulted him as a hot favorite. So, while Rahman and Sonu Nigam are understandably favorites with Indian youth, thanks to their recent work that has appealed to Gen Y, it is Lata Mangeshkar’s name that comes across as a pleasant surprise. Renditions from the seventy-nine year-old veteran continue to strike the right chords with the country’s young listeners.

Says Bollywood music composer Shankar Mahadevan of the Shankar, Ehsaan, Loy trio; “Lataji has left an indelible mark on music. Her contribution to Indian music is unmatchable. It is therefore no surprise to me that she appears in the favorites’ list. The fact that the youth adore Lataji also proves that they have a keen ear for stellar music.” Notwithstanding the bombardment of techno, pop, rap music, Indian youth are discerning music listeners, still loving the gentle crooner and undisputed czarina of melody.

In what would be music to the ears of mobile phone manufacturers, the survey states that mobile phones are the clear favorites with Indian youth as the devices for listening to music, with 39% respondents preferring them to TV, computers and MP3 players. For the Asian region, computers followed by MP3 Players are the preferred devices for listening to music.

India’s music industry, which complains of constantly eroding revenues (to the tune of 50%) thanks to piracy will take heart from the finding that Indians are some of the most legal down loaders of music from the internet, with 19% paying for downloaded music, as against the 11% average of paid down loaders in the Asia.

But Vipul Pradhan, CEO, Phonographic Performance India, a music broadcasting license society, begs to differ; “The number of internet music downloaders is small in India, as compared to other Asian countries. Therefore the small number of ‘paid’ music down loaders is not of much significance.”

Source: http://economictimes.indiatimes.com/News/News-By-Industry/Media-/-Entertainment-/Entertainment/Rahman-Sonu-and-Lata-Indias-favorites/articleshow/4775339.cms

Love, relationship and Indian youth - A survey

Gaurav and team did a survey among Indian youth to find the recent trends in Love & relationship.

The details being given below.

Kaustav SenGupta
INGene







73% of the people believe commitment as to be the first and the foremost part of love when asked in a closed answer but again when asked in an open ended question as to what are their expectation from their partner, only 5% of the people says that they want their partner to be committed because with the changing trend 30% of the people prefer their partner to be understanding and 24% want to be honest.

Again 51% of the people still believe in emotional reason to be the reason for falling in love but the trend is changing as 28% of the people think being physical to be the reason for falling in love

Now a days, people are becoming more self cantered and don’t bother much about the society as they gave society as to the 4th preference in their life …1st being family as 53% of the people believe family as their first preference and 39% voted career as second preference. Love comes as 3rd preference with only 8% voting. Hence the priority of life for Indian youth remains as family and career.

With the increase in exhibitionism everyone wants to be different and everyone wants to be accepted by the society therefore talking about the change in the definition of love, 21% of the people believe that love is just a status symbol and 19% think that people are more towards physical needs then towards emotional, reason being westernisation as said by 24% of the people and then love being the social symbol 22% of the people said society plays an important role in changing the definition of love.

Love is changed or it is just the perception of people changed, this question runs in everyone’s mind because now people also suffer from side effects of love as 24% of the people think it leads to emotional breakdown of the person and it makes the person to do a lot of compromises but still people being very conscious towards their career only 8% believe that it distract a person from the path of making his career.

Again asking in the nutshell about the change in love in its true sense 60% of the people said that love is not changed .so, this clearly shows that today’s youth is confused who wants to get true love but in a modified version which should be suitable to their needs and demand, and which be spacious enough so that they can move on without making any compromise and without taking responsibilities but again as they move on stread of life towards making their career and so called “LIFE” they feel someone to be their but no one is ready to make compromises and no one wants the to change and because of the availability of multiple options no one even cares, but somewhere down the track everyone wants someone and love has not changed as stated by 60% of the sample’s population.

Trends to follow...

The mythology of romantic love will continue to hold sway, at least over the young greenhorns / inexperienced.

More couples will decide to live together without getting officially or legally married.
They will be free to create their own relationship contracts— written or unwritten.

Renewable marriages will become more common. The relationships will be agreed to last for a certain duration, after which they will either expire or be renewed.

Same-sex marriages will become more common and less controversial, Gay and lesbian couples will feel free to make their relationships open and public. Many states and countries will legalize same-sex marriage.

For those people who have transcended the threat of jealousy, loving more than one person at the same time will become more common. (POLYAMORY)

The minimum age for falling in love will decrease as people are moving more towrds exhibitionism.

More possessiveness and more commitment among the couple if they decide to marry each other, definitely people become choosy about their partner but once decided they will become very much possessive.

Copyright : INgene & Gaurav, Chennai-India