As Mark Tungate stated in his book “Fashion Brands- Branding style from Armani to Zara” that “ …Burberry faces a similar problem in the UK. Some time ago, it joined the pantheon of brands adopted by label-conscious but not particularly up-market British youth, notably soccer fans. As a direct corollary and most damagingly of all, Burberry- and particularly its iconic check pattern- has become associated with ‘chavs’… the plaid fabric has become so closely associated with hooliganism that some pubs and clubs have instructed door staff to refuse entry to young people wearing it… An article in The Guardian cites a picture of a soap opera actress ‘clad top to toe in Burberry check…’ as the moment when Burberry became ‘the ultimate symbol of nouveau riche naff’… the similar situation prevails in India where the aspiring young generation and the late 30's(who’s parents belonged to middle class)are fast becoming the “nouveau riche naff”!
Post world war west influenced Japan has also gone through similar revolution where the ‘nouveau riche’ yet “rebellious” youth (from growing working class) were becoming stronger and ‘more visible’ due to economic revolution and rapid twist.
The Blackberry boom and luxury brand rage (as well as their counterfeits!) among youth and young adults in India is one instance for being the nav.
The Chav culture is IN in INDIA and the young wealthy generation is clearly divided into the royal rich and nouveau.
More more detailed discussion please contact me at : kaustavsengupta@yahoo.com
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India’s nouveau riche drink in the high life
By Katy Daigle Feb 24, 2011 12:32AM
Source: http://www.suntimes.com/lifestyles/3412765-418/story.html
NEW DELHI — They’re wealthy, well-traveled, cosmopolitan — and thirsty.
India’s growing upper class wants high-end liquors and fine wines that define “the good life” they’ve seen on European vacations and in Hollywood films. The old habit of slinging a measure of cheap local rum into a cup of cola simply won’t do.
“Life is swinging! If we can afford the best, why not have it?” says Vikrant Nath, a 49-year-old event planner.
For some, the booming economy there has put more money in their pockets: The number of Indians worth at least $1 million rose 51 percent in 2009 to 126,000.
There has always been a market in India for low-quality booze, mainly among men, despite religious and cultural taboos. Independence hero Mohandas K. Gandhi called alcohol “the enemy of mankind, the curse of civilization.”
Now, old local favorites such as Old Monk rum and Bagpiper whiskey are sharing shelf space with world-class scotch from Johnny Walker and Macallan. Last year the industry-standard “Whisky Bible” named an Indian whiskey — Amrut Single Malt — the world’s third best.
“I just love the sexiness of a cocktail!” says Puneeta Khanna, 43.
But, she admits, she would never drink in front of her mother-in-law. AP
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.
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.
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