INsightYoung'10- Traits and Tools- INDIAN youth Insights from INgene

1. www.ingene.blogspot.com
www.ingeneinsights.com
kaustavsengupta@yahoo.com

2. So…Whtz INgene??

3. INgene is not an agency to SELL “so called” youth oriented products
but it’s a barometer to measure the mutating “needs” and “wants” of youth
In India…
WE DON’T MARKET BUT WE MAKE U BE IN THE MARKET through our
Insights and research.
ing…
dia…and grow
young adults in In
00+
A network of 10
We fondly call it “weedy”…cause its spreading and invincible…
INgene remains in the spontaneous movements and is NOT interested to CREATE
A fake movement…cause, we know, if you lose the faith of these wonderful kids
YOU will be nowhere…

4. gy ans… u??
Hu m mm with
WHo z ThR
but

5. Core INgene:
1000+ influential young adults in India
A team of youth whom we call “vidurs”…
they let us know “what’s on and what’s gone”
Analyst: Kaustav SenGupta
he is professor of NIFT for past 7 years…an institute which has a strength of
6000+ young adults…check his Facebook page to judge his popularity among youth;)
He is a Masters in Design from NIFT and has a decade+ experience on youth trend
Analysis in India…he holds the six sigma green belt certification for process
implementation and is currently doing research along with Ted Polhemus on
youth Subcultures in east.
He is also credited to derive the Theory of Adopted Differentiation.
Advisors:
Ruby pseudo aka Jenny and team (www.rubypseudo.com)
Jenny is connected with Kaustav and regularly exchanges insights…jointly did
Projects for Nike
Ted Polhemus (www.tedpolhemus.com) , he is the iconic subculture and youth
demography analyst from UK.

6. and…why YOUTH?

7. India is continuously becoming younger! 250million youth with an average age of
24. Sixty percent of the population is under the age of 30. 13.9 million [in the age
group of 12-16years with 51.7% boys and 48.3% girls] young influencers are present
in the top 35 cities of India. Another major category is the affluent young working
singles (21-25years) with a population of 11.8 million. The youth in India holds a
“dual cultural passport” (both ethnic and international in their outlook) and smart
enough to blend their cultural, spiritual & family values with the global influences.
Based on the A C Nielsen survey’09, India has 2.5 million affluent households,
Of which 2.2 million belongs to the “upper middle” segment; 200,000 in the
“upper upper middle” segment and about 100,000 in the “rich” segment. Delhi
Ranked as the most affluent city in the country, followed by Bangalore and Greater
Mumbai. 60% of affluent households are nuclear families, and nearly a quarter
have elders at home. 90% own their homes.
The affluent are energetic consumers of media, fashion and lifestyle products. At
home, they speaks regional languages, but they prefer their newspapers to be
in English and they like to watch TV in Hindi (regional). They are not keen on
reading magazine!
Overall, the study found that the economic slowdown has not had a major
impact on the spending habits of affluent individuals in India.

8. “When I was growing up, my parents told me, ‘Finish your dinner. People in
China and India are starving.’ I tell my daughters, ‘Finish your homework.
People in India and China are starving for your job’ ”.
Thomas Friedman
“A lot of world’s smart money is flowing to where a lot of the world’s
smart people are- specially as they cost less than smart people in the
developed countries…(in west) anxiety will be a raising emotion as
people get scared- for their job and for their future.”
Marian Salzman & Ira Matathia

9. •By 2012, one in five of the world’s mobile owning youth will live in India
• India is now the largest mobile youth market in the world,
passing China in 2010 in terms of subscribers
• India is one of the Big 5 MobileYouth Economies
(based on monetary value of youth mobile spend).
India’s youth will spend $21bn on mobile in 2010.

13. How important “worshipism”
is for my brand in India?

14. Homo sapiens CAN BECOME GOD HERE :)
Or bigger….and if your brand can become a
GOD then u know what will happen ;)

16. Million gods…
They have families…
They “grows”…..just like a human being
They “eats”…”sleeps”…even has “scandals”…
And...anyway…GODS / GODMEN are PROFESSIONALS

18. to o
o ol”
i s “c
God

21. re?
ou s subcultu
a ny indigen
we don’t have
W hy in India ies…
en t like Hipp
youth movem
Wh y thr’s no gothic Lol
ita
…
Pun k…Hip-hop

22. WHAT MATTERS MOST
Just zero!
Survey was conducted among Indian and In‘glo’dian youth in October’09
copyright to INgene

27. BUT GR AN TED
EM FOR
K E TH POWE
R
N’ T TA E THE
S, TH
E Y HA
V
D O O NSUM
ER
YO UR C
ST
O T JU
YA RE N L YOU
THE EN KIL
V
TO E
LETS SEE, HOW MUCH YOU KNOW THEM ;)

28. DO U SPEAK IN THIS LANGUAGE?

29. KS”?
XT RIC
IR “ MI
THE
KN OW
OU
D OY
How carefully they mixes the tradition with contemporary…

30. E?
Y AR
HE
IT
D ES
HOW
W
K NO
E TO
R
CA
YOU
DO
And why “nimbu paani” and “youngisthan” ads were the flops…

37. DO WE KN
O W ABOUT
THEIR SE
LF OBSES
S IONS?

38. C kaustavsengupta@yahoo.com

39. C kaustavsengupta@yahoo.com

40. DO YOU KNOW THAT THEY ARE
Mild adventurers…

43. C kaustavsengupta@yahoo.com

44. C kaustavsengupta@yahoo.com

45. C kaustavsengupta@yahoo.com

46. C kaustavsengupta@yahoo.com

47. t “eco- cool”?
know abou
Do you

48. COOL
iall y aware is
Being soc

50. ?
EEN
A N GR
IS INDI
N
WG REE
HO

51. So…who are “they”??

52. erse,
rge ly risk-av
middle class is la g youth,
growing in
dia ´s of high-earn keep
maj ority of In ial target market of peo ple who
While the ´s high-potent , are the kind
the country ke big ger risks
able to ta s.
who are trend ties,
-to-date with ponsibili
up no res nted.
5 th ey have umer-orie
and 3 cons
t ween 25 d are very rview)
Aged be able incomes an er, W GSN inte
high dispos rket research
(Ashit M allick, ma
International music channel MTV has released the results of its Wellbeing survey
into global culture and how young people feel about their lives. The research
reveals that the country where young people had the greatest perceived
sense of ‘wellbeing’ was India, followed by Sweden with the USA coming
third.

53. Socio-psychological Categorization* of Indian youth:
The Bharatiyas estimating 67% of the young population who 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.
MGI India Consumer Demand research states that The Urban middle class
(majorly the Indians) will experience unprecendented growth, expanding
from 7 million households today to 87 million households by 2025. This alone
will be larger than the projected population of the United States in 2025.
*Copyright to Kaustav SG

54. The In‘glo’dians are minimal in number but they are the influencers and
initiators of any trend direction. They are globally inclined, exposed and
affluent enough to afford so called trendy “look”. In‘glo’dians always need not
have grownup in a creamy layer but “reached” in the creamy layer through
various professional achievements. The Inglodians are basically the affluent
(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 category always wants to be different than the rest of other
categories. And not only they wants to appear different than the rest of
their peers but even from “aam aadmi” or mass population.

55. The average annual expenditure by the youth(12-16years) is Rs.10,360
(US$225) and is spreading across multiple product categories. Looking good
and having a great time takes up most of their funds.
The average expenditure of working singles (21-25years) is Rs.17,310
(US$376.3). Eating out acquires 1/5th of the share of expenditure.
Data Source : Businessworld Marketing Whitebook, 2007-2008

56. HUMMM…SO WHAT IS THE THEORY OF ADOPTED DIFFERENTIATION?

80. SO…WHY YELLOW IS NOT A COOL COLOR IN INDIA?

82. WHY ORKUT IS PASSE?

86. SEE U AGAIN :)
www.ingene.blogspot.com
(first ever youth trend research initiative in India)
www.ingeneinsights.com
(first ever youth trend research agency in India)