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.








Wednesday, March 14, 2012

Half of India's homes have cellphones, but not toilets

The penetration of mobile phone in India is faster than even the basic necessities like Toilet.

Census sheds new light on changing nation

Though half of all Indians do not have a toilet at home, well over half own a telephone, new census data released on Tuesday show.

These and many other contrasting facts of life have come out in Census 2011. The data on housing, household amenities and assets cast new light on a country in the throes of a complex transition, where millions have access to state-of-the-art technologies and consumer goods — but a larger number lacks access to the most rudimentary facilities.

Live, connect, move - census at a glance (PDF)

It shows Indian society is overwhelmingly made up of nuclear families. They have ever more access to electricity and gather their information from television, rather than radio. At the same time, women are forced to rely on traditional smoky fuels to cook, and less than a third of the population have access to treated drinking water.

Only 46.9 per cent of the total 246.6 million households have toilet facilities. Of the rest, 3.2 per cent use public toilets. And 49.8 per cent ease themselves in the open. In stark contrast, 63.2 per cent of the households own a telephone connection — 53.2 per cent of mobile phones

Releasing the data, Registrar-General and Census Commissioner C. Chandramouli said the lack of sanitary facilities “continues to be a big concern for the country.” “Cultural and traditional reasons,” he argued, “and lack of education seemed to be the primary reasons for this unhygienic practice. We have to do a lot in these areas.”

However, the data also show significant deficits in areas that have nothing to do with cultural practices or poor education. For example, two-thirds of households continue to use firewood, crop residue, cow dung cakes or coal for cooking — putting women to significant health hazards and hardship.

The data also show that just 32 per cent of the households use treated water for drinking and 17 per cent still fetch drinking water from a source located more than 500 metres in rural areas or 100 metres in urban centres.

There has been an 11 percentage point increase in households using electricity, from 56 per cent to 67 per cent. The rural-urban gap for this indicator has dropped by seven percentage point, from 44 per cent to 37 per cent.

India, the data show, is now overwhelmingly made up of nuclear families — a dramatic change from just a generation ago, where joint families were the norm. Seventy per cent of the households consist of only one couple. Indian families are overwhelmingly likely — 86.6 per cent of them — to live in their own houses, but 37.1 per cent live in a single room.

Though there has been a nine percentage point jump in the numbers of households who own a two-wheeler, 45 per cent own a cycle, which remains the primary mode of transport.

The data cast light on the changing character of the media. There has been a 16 per cent increase in the number of households watching television, but a 15 per cent decline in the use of radios and transistors. A total of 47.2 per cent of households own a television; only 19.9 per cent have either radio or transistors.

1 comment:

anky said...

I am stunned by your survey and really its a very amazing fact that basic needs is secondary for Indians but as we all know mobile's popularity is increasing day by day and new technology's attracts people so much that they can't ignore it.
Mobiles in India