In the year 2007 (when the world was not over-excited about
the ‘population dividend’ of India and no self-proclaimed ‘youth expert’ was in
the vicinity of this subcontinent neither any ‘think tank’ from west tried to superimpose
their west-oriented insights) , Ingene did the first survey among the youth of
India to find their priorities of life. The report was iconic, because it blew below
the belt and many multi-national brands changed their promotional strategies,
business approaches and high headed conventional stand (oh India is a dump
yard, stack anything ‘foreign’ and it will sell) to be oriented towards the ‘Desi
way’ of living life. We have observed,
the beverage giants like Coke changed their ‘cool’ approach to become ‘family
drink’ and holiday makers started offering ‘family pack’ rather than ‘couple
pack’. Even McDonald bent down to leave their
(‘oh so proud’) worldwide one recipe in India offering “Mc. Maharaja Burger” and
specially spiced up dishes. In short, they became Desi.
Surprisingly, after 6 years of economic whirlwind (IT boom,
bubble blast, recession, post-recession, re recession, recovery) the priorities
of life hasn’t changed much! This year, we did a prolonged study (formal
qualitative survey, group discussion, informal interviews, and ethnographic
deep dive) among the 1200 youth of 32 cities (Metros, SEC1 and SEC2) across the
country covering East, West, North and South zone to have a holistic feedback
about the priorities of Youth. The age group was 18 to 28 years. 57.3 percent
of respondents were female and 42.7 percent male. Most of the respondents were
either students or have joined in their first Job. Ingene team followed their
lifestyle and mapped their social behavior to understand whether the results
are constructive, real and cohesive to the survey. Further the Founder, Prof.
Kaustav has concluded with his insights about the ‘consistency’ in priorities
of life @ Young Indians.
Here’s a sneak peek of the result:
the relevant reports published in 2007:
other relevant surveys :
