Young India The Attitude Inspiration & Openion Kaustav Sen Gupta Part One

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+ kaustavsengupta 8 months ago
yes, the photo of the slide from http://thesartorialist.blogspot.com/2008/03/new-delhi-in-... open source. rest of the photos are from either contributed by the youth or taken from orkut / facebook/ blogspot ...for academic purpose only. thanks for the reminder.
+ abby 8 months ago
This is Ready Reckon for the people working in media company.. presentation is giving true insight of changing attitude and lifestyle of Indian youth .many company has gone for repositioning there brand due to this change in buying behavior
+ Freddie Benjamin 10 months ago
kaustav, the picture on the second slide is from here http://thesartorialist.blogspot.com/2008/03/new-delhi-in-black-white-and-color.html please attribute the right source. also great deck. could u possibly put it up for download?
+ kaustavsengupta 11 months ago
Though superficially the youth all over the world exhibits similar attitude, interests & 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 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 presentation 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.

further details can be found at: http://ingene.blogspot.com/

Notes on slide 1

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