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.








Sunday, April 5, 2015

youth mindset: a survey

A survey result released in late Jan 2015 again proved that the mindset of most youth in India remains in the categories of Bharatiyas (as per the psychographic mindset segment at Ingene) and yet to be progressed towards other 2 categories (Indians and in’glo’dians).

In the survey while more than half (55%) of the students surveyed believed that women 'provoke' men with the way they dress, close to half of them say women have no choice but to accept violence. This survey of high school and college students from 11 cities has revealed that about half of them would prefer military rule over a democracy. But perhaps what is more is that an astonishing 65 percent 'agree' that boys and girls from different religions should not mingle.

The survey, conducted by Children's Movement for Civic Awareness (CMCA), a Bengaluru-based NGO, covered about 10,000 high-school and college students from 11 cities across the country.
On the question of democracy, 50 per cent of the respondents preferred military rule to democracy. The same number insisted that migrants should go back 'home'.


"The state the country is in, we need an authoritative leader. We need someone who tells us what to do", said Soumitra, a student.

However, there were other who held the opposite point of view. "I am disappointed. We will be the future generation, driving the country in different fields. We have to go to our roots and eliminate these things," said Tejashri, a student at the Welingkar Institute.

The findings of the survey are symptomatic of the times, according to Manjunath Sadashiva, director of CMCA. "This shows that the youth does not have a critical appreciation of the liberties and freedom one enjoys in a democracy. It shows the cynicism and disillusionment with the political scenario, but doesn't justify the preference for an authoritarian government or military rule," he says. 

"Our society is going to be further fragmented. Social tension is going to increase, and not decrease, if these youngsters are not equipped with necessary skills, attitudes and values to live in a multi-culturual democracy," Mr Sadashiva added. 
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