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, February 27, 2010

what youth in India likes @ Music (view of Barkha, 19 years)

letz talk abt music....... m not here to preach you or for sum lecture n ol......m here to tell u wat i thnk abt music... Well when I think ‘What youngsters like’, I guess they mostly prefer rock, heavy metal and pop. When we look closely, we realize that all these songs have got very high tempo and high beats too. The fact that we youngsters react very fast has got a psychological side also. We lose our temper very fast, hmm, might be just to bring out our hidden emotions . Now I think they need a source n music is always our language of emotions. So no wonder it’s made to bring our temper down and in a way in these beats, we express all that……….In the same way if u ever notice while you are walking in a Levis store, they always play slow english songs which may be for 2 reasons-1 Youngsters are more into Hollywood, it’s a sort of fad for them.. 2 Slow songs make u calm down, they make u feel good about everything and u get into a nice mood and u shop more coz your mood swings affect even your shopping also. In fact some brands prefer rock music also because the young fleshy blood gets involved in music n in that funny and excited mood customers will shop a lot. I don’t know whether you guys noticed or not but music affects your life so much n even reflects your personality ……. I know may be on few points you guys might think that, m just a little gal, but plz guys try to notice the effect of your personality or surrounding on the kind of music you wanna tune to……..so open your eyes n ears ….. Because music is part of your personality……Dat was about music Ohk thatz it ……. It was kind of bookish thing, letz talk practically about your daily life.But still I got a question why u guys don’t listen to Hindi songs? I mean its kinda strange that we don’t listen to hindi songs though v r Indians.I will tell u an incident…….a fest was organized in my college, a young guy came on the stage, he was like correcting mistakes of people in English which he noticed in whole day, sort of pronunciation problem ……. In the end he said sorry guys I don’t know Hindi that much…….. nd the same thing happened in antakshri. People were like, ask English songs -we are not so much into bollywood……….Now I got a question why……? Why we do it, in fact in abroad you can find Punjabi music in pubs and all…… thats kind of strange…. It’s like common guys give me the answer…….. I know it would be like I am also a youngster why I am pointing finger on you…… so here is your answer I don’t believe in carpeting whole world, instead of that I will prefer covering ma feet…… today Hindi n Hindi songs are like shameful thing for us….. Tell me guys how many people got ultra modern parents like wen ur mom wore jeans n mini and your father talked about your girl friends…… I guess answer is literally 20% or 40%. Still our parents wake up in morning take bath n bow their head in front of god and worship….. Still when u borrow new car, we make that swastika sign on it …….. Am I correct…….. That it also very orthodox thing ……. But we never thought of keeping your parents out of your life I mean when you are 18 have you ever thought about leaving your parents n walking out alone on your own just because u feel ashamed because your mom wears sari and your dad don’t ask you “hey dude how is life how many lecture you bunked yesterday…….?” Answer is no never. Why don’t we think ……… so guys tell me how can you ignore your mother language or feel ashamed about it…… at least don’t b partial with songs. I accept that in studies you r under pressure coz u gotta find a job and people with good communication in English are alwz sought after…….. But no one asks about music ………. Now u don got any excuse….atlst give it a try yaar..... lisen sumhindi songs....... atlst step up.......start from music ........itz not bad ...... but itz jst dat u alrdy got dis in mind dat hindi music is bad n rsn is itz in hindi.......... but u knw what music don got ny language..... it got ur emotion datz it..........so give it a try.........
Barkha Jhirwal (19 years)
About me- believe in reality, helping others and keep smiling
Crazy about- Rajasthan, MA MOM and ma friends
Likes- books, outing, adventures, partying n spl spending time with frandz.

Friday, February 19, 2010

FAKOCONSCIOUSNESS is becoming a trend in Indian media

I asked my facebook friends (youth in India) if the idea of IDEA mobile(http://www.ideacellular.com/IDEA.portal) has any "goodwill" in it and whether they actually wants to save trees (or their azz!)...the immediate answer was obvious.
I am adding it here for you to have a look.
Fakoconscuousness is growing in India!
wish Idea mobile will actually DO something to save trees (and Aircel mobile will DO something to save tigers as well) other than printing posters, polluting the climate and bribing(blackberry) its users!






(Idea mobile's ad)

(Aircel mobile's ad)

[all photos from net]
Kaustav SenGupta
INgene

Politics and Indian youth - part IV

One more reason why educated youth in India hates politics, politicians and MPs :
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Blog says Members of Parliament misusing diplomatic passports for work


Thu, Feb 18 02:55 PM
New Delhi, Feb.18 (ANI): An article appearing in the blog -- rajagopalan1951.blogspot.com - has said that Members of Parliament are allegedly misusing their diplomatic passports for work and business.

According to the article, the External Affairs Ministry has sought to put an end to such malpractice.

Diplomatic passports are issued to MPs going abroad on diplomatic assignment as also to their spouses accompanying them.

In a letter to Parliament, the Ministry has made it clear that these can be used for personal visits as well but not conducting any business or professional work as a lawyer, doctor or a businessperson.

"While diplomatic passports can be used for private visit like tourism or visiting friends and relatives, they are not meant to be used when traveling abroad for work and business," the letter said.

It also makes it clear that any MP having the diplomatic passport does not get a right to visit any country, no matter even if the ministry sends a visa note for their visit.

"While issuing visa notes addressed to foreign Missions, the purpose of visit is specified, viz. official or private. However, it remains the prerogative of the foreign missions to grant or decline visa to an applicant, regardless of the visa note from this Ministry," the letter added. (ANI)

Source: http://in.news.yahoo.com/139/20100218/808/tnl-blog-says-members-of-parliament-misu.html

Kaustav SenGupta
INgene

Monday, February 15, 2010

trend vs. tradition @ India


How well balanced Indian youth are upon tradition and trends?

It’s a festival day, at least today go to the temple!!! A typical mother’s dialogue. This generation kids have no discipline!!! A 70 yr old grand dad’s regular saying!!! There are many more criticisms like this that the Indian youth today, gets to hear on a day to day basis. But does this mean that we do not believe in god?? Or is it true that we youngsters do not know or follow discipline??? It’s just that with time the portrayal of things have changed.

There are so many examples that can be quoted over this conversation. Let’s start of with temples as such. There is always complains that we are not visiting temples or enchanting slokas or even lighting a diya at home. Agreed we youth today do not go the temples regularly or sit enchant slokas. In fact I should say we go to temples very rarely. But let’s remind them, we do not live in the 12th century. We live in an era where technology is really sound. We have brought the temples down to our laptop screens and mobile screens, where they are more than idols. We don keep ourselves restricted to the temple timing. We believe in God, hence we also believe in staying connected with Him anytime and anywhere. And devotion towards God needn’t be expressed only through slokas and bhajans. True faith from the bottom of the heart is true devotion and it is the language that He best understands too. We do believe the positive vibes given by these slokas and bhajans and that’s why we have them downloaded in our computers, laptops and mobile and hear to them on pressing a button. We have not forgotten our Almighty but our approach towards him has changed and the display of him is also changed.

Not necessary that we have to sit in Madam M.S.Subbulakshmi’s or Ms. Sudha Raghunathan’s show to understand devotional discipline. Or why do even we have to do that when we have their voices recorded in our ipods. Devotional discipline doesn’t arise by sitting on a chair for three full hours, listening to someone sing. Hip-hop, rap, rock, etc. are in vogue. Like how carnatic music is our culture, hip-hop is the culture for another country, rock for another. We respect the culture of every country and make an effort to understand rather than calling them stupidity or non-sense. We don’t listen only to head-banging music but we also enjoy the melody of our country. To sum up this in simple terms, we are moving towards globalization.
Devotional discipline is a part of the mannerism and discipline. Today we youths of the country are blamed saying we are ill-mannered kids with no discipline. We do not say Namaste; we do not pay respect by touching the elderly foot. I am actually a live example for this. A couple of months back I had been to my native place along with my mother, aunt, brothers and sister. As soon as we got into the house, the first thing my mother and aunt did was paying respect to the elders at home by touching their feet. We were out meeting our cousins. My mother walks up to me and says, “You children of this age have no proper mannerism. Shouldn’t you touch the elders feet when you meet them?”. We did meet the elders and greet them; we do not think you got to say your ‘namaste’ by touching your feet. The picture beside teaches us what Namaste means. We believe in it, that’s why we greet them with the word Namaste, probably in different slangs for different languages. If this tried explaining to the elders then they call it an unnecessary argument. We know our tradition and culture but we live it our way and let us live it our way.

They do not talk about discipline only in terms of actions, but also in terms of eating!!!! Guys isn’t ‘gol gappa’ a country food??? Eating them is also a crime now. To be honest, there are a lot of good restaurants that make chaat items for us. But the most preferred is the road side ones, because they are much tastier. Gol gappas are in vogue today. In fact on an average any youth would be eating gol gappas once in every two days. For pizzas, on an average a youth would eat it thrice every month. To add fuel to the fire, there is a regular complain that we do not eat on time and we eat a lot of junk food. This is ‘not being disciplined’ in terms of many elders today. Why??? Only dhal, roti, sabjji and rice are not food. These are also food items. I wouldn’t call them junk food as they are the staple food for some parts of the country or of a different country. We are adopting ourselves to different cultures, i.e. we are walking towards globalization. At the same time we do know what are staple food is and do make it a point to eat them too for our body metabolism to function normally. But the situation should also be understood right?? We do not live in their era, where they either use to sit at home 24X7 or carry a bag full of food where ever they go. Today the world is very competitive and is moving very fast. We got to stay in pace with it. To stay n pace with it, we got to do certain things like this, which becomes a part of the discipline note for the this generation.

We know our tradition, that’s why the country still exists. What the previous generation called discipline belief or superstition; we try and understand it with science. What was accepted by them blindly yesterday, are being reasoned out by us today!!!! Probably that’s why we youth are neither here nor there. We try and follow our tradition, yet end up being a little trendy!!! It’s like we are the cats on the wall because the gray hair today do not understand what we go through!!! Wake up elders!!! Understand our feeling!!! Live an yet live!!!

Anjana Seshan, INgene-Chennai (20 years)

Friday, February 12, 2010

Alternative youth movement in India gains momentum

The unsual and alternative socio-psychological youth movements in India are gaining momentum. The movements are non political and more expressive than holding a flag/ candle and chanting slogans…

“Pink Chaddi” now becomes bolder to blacken Muthalik's face: http://www.hindustantimes.com/Mutalik-gets-black-face-for-opposing-Valentine-s-Day/H1-Article1-507790.aspx


Utsav Sharma got the guts to slash Scum Rathod's face (hat's off), and police stated that he is "pyschologically imbalanced"! fk. we r pyschologically imbalanced shit-heads who has no balls to stand in front of this corrupted system. read more at : http://www.dnaindia.com/india/report_ruchika-case-sps-rathore-attacked-by-knife-wielding-youth_1344887

Kaustav SenGupta
INgene

Friday, February 5, 2010

ten code words which means a lot to me / my peers today......Watson d'costa (Youth in India)

The code-words/ phrases & their meanings

Babe : bikes
Lets roll : to begin a ride
Zip up: to stop a conversation
Pushes: workouts
Pick’em: to overtake a vehicle...
Lets switch: to booze up n move to another world
Run him down: to beat up someone
Quit : to leave a place
Whadeva: to stop any nonsense happening
Ride her: to take a girl out n have fun…