INSIGHTYOUNG09-10 Indian youth trend report (to download)
Insights of Indian youth by Kaustav SenGupta @ INgene
India is continuously becoming younger! 250million youth with an average age of24. Sixty percent of the population is under the age of 30. 13.9 million [in the agegroup of 12-16years with 51.7% boys and 48.3% girls] young influencers are presentin the top 35 cities of India. Another major category is the affluent young workingsingles (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 smartenough 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. DelhiRanked as the most affluent city in the country, followed by Bangalore and GreaterMumbai. 60% of affluent households are nuclear families, and nearly a quarterhave elders at home. 90% own their homes.The affluent are energetic consumers of media, fashion and lifestyle products. Athome, they speaks regional languages, but they prefer their newspapers to bein English and they like to watch TV in Hindi (regional). They are not keen onreading magazine!Overall, the study found that the economic slowdown has not had a majorimpact on the spending habits of affluent individuals in India.
Data Source : Businessworld Marketing Whitebook, 2007-2008
“When I was growing up, my parents told me, ‘Finish your dinner. People inChina and India are starving.’ I tell my daughters, ‘Finish your homework.People in India and China are starving for your job’ ”.Thomas FriedmanAspirations and Competition:As many as 9.3 million young Indian want to go to college every year whereas only 3 million seats are available. For admission to the premier engineeringcollege, the IITs, there are 7,000 kids at each mark point in the entrance exam.During any major “exam season” the household becomes war zone. In India,the children are considered as an asset and expenditure in their educationis considered as investment for the future of their parents. Hence, unliketheir global peers they study really hard to make their parents proud and paythem back by achieving the epitome of success. The Indian youth are highlymotivated and geared with limitless aspiration. And, for the lucky few, thesuccess follows; and follows the money-power at quite a young age. Most ofthese successful youth are either from middle class or higher middleclass family.The higher aspirations with a motto of “make your family proud” (as seededby their parents) are not only making the youth in India as focused & careercentric but also the most family oriented youth in the world. The recent GlobalTGI report states that India scores highest (76%) in the rating of “it isimportant my family thinks I’m doing well”.
PREFERENCES IN LIFESurvey was conducted among Indian and In‘glo’dian youth in October’09copyright to INgene
While their parents’ generation had defined criteria of what success was, thisgeneration recognizes that there are many routs to nirvana. Any form of self-employment including dog grooming parlors, adventure tourism, counseling,fitness instructors, DJs, is fine and respectable, as long as you are makingmoney. In the India of past, identity was based on caste, community andwhat your lineage was.Today, they see performance as something that can neutralize all theseadvantages (or lack of them). There are so many opportunities for the boldand the smart who seize them.their role models are first generation of successful entrepreneurs,cricketers, tennis players, newscasters, film stars (who’s not so young /mid 40’s) and so on.“A lot of world’s smart money is flowing to where a lot of the world’ssmart people are- specially as they cost less than smart people in thedeveloped countries…(in west) anxiety will be a raising emotion aspeople get scared- for their job and for their future.”Marian Salzman & Ira Matathia
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, maInternational music channel MTV has released the results of its Wellbeing surveyinto global culture and how young people feel about their lives. The researchreveals that the country where young people had the greatest perceivedsense of ‘wellbeing’ was India, followed by Sweden with the USA comingthird.
India has a very different system while adopting a global trend.We doesn’t simply consume a trend but let it pass on through an uniqueosmosis process (slow and time consuming) where the trend is treated withIndian flavor and mixed with the finer elements of our age old customs andthen ultimately, ready to consume.Take an example of how we make an ensemble with a pair of denim…thesimplest combination can be a Fabindia Kurta+wood/ glass beads inneck+Swatch in wrist+ Levi’s+ Kolhapuri …flaunting a D&G embalmed mobile (ormobiles) and don’t miss the Guru Ramdev locket, sunshine stones, the gold (ohso odd) ring gifted by grand dad, red thread…and so on. Interesting mix offashion, tradition, spirituality and family values….that’s India.
Socio-psychological Categorization* of Indian youth:The Bharatiyas estimating 67% of the young population who lives in therural (R1, R2 to R4 SEC) areas with least influence of globalization, hightraditional values. They are least economically privileged, most familyoriented Bollywood influenced generation.The Indians constitute 31.5% (A, B,C, D & E SEC) and have moderateglobal influence. They are well aware of the global trends but rooted to theIndian family values, customs and ethos.MGI India Consumer Demand research states that The Urban middle class(majorly the Indians) will experience unprecendented growth, expandingfrom 7 million households today to 87 million households by 2025. This alonewill be larger than the projected population of the United States in 2025.*Copyright to Kaustav SG
The In‘glo’dians are minimal in number but they are the influencers andinitiators of any trend direction. They are globally inclined, exposed andaffluent enough to afford so called trendy “look”. In‘glo’dians always need nothave grownup in a creamy layer but “reached” in the creamy layer throughvarious professional achievements. The Inglodians are basically the affluent(A1,A SEC) and marginal (1.5% or roughly three million) in number thoughthey are strongly growing (70% growth rate). Inglodians are affluent andconsume most of the trendy & luxury items. They are internet savvy & thebelievers of global-village (a place where there is no difference between east &west, developing & developed countries etc.), highly influenced by the westernmusic, 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 buteven from “aam aadmi” or mass population.The theory of “adopted differentiation” : “To distinguish & separatethemselves from the mass (aam aadmi) of India and other categories ofyouth, the In‘glo’dian (and majority of Indians) youth segmentconsciously adopts the sophisticated yet cool look and attitude which isnot so young as per the Global perception”. [copyright: Kaustav SG]
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
We aspire… C firstname.lastname@example.org l gl oba e ea ll t h quir a ac el… wan ste irla… an of rt… or B he m ta e t sma a be T ana b look ch ! ana …w s ittal bal ri e y? I w ess and M of glo y gr busin banisWh ts in list s ngia ow, th the e Am Forbe U kn a be in I wan
phi… e coo l yet so na b p of tea…I wa …n ot ma cu d loud? NahB right an Black makes me confident…u know its smart, neat…and yah, not cheap C email@example.com White is mine…it makes me stand out of d crowd and chaos (of colors)… And ya, it shows that I have money to maintain white…as I drive ma car… Its really tough to maintain white in Delhi u know…he he he Why grey? I wana be Tata or Birla… e pastels a during festives…but I lik ccasions…w hen I wear kurt s, even if u hav e money Bright I like in o sometime kes me ap pear matured… red. Overall…it ma ct u unles s u LOOK matu People doesn’t respe
Social Networking and youth in India:The recent trend of social networking site is : "becoming a facebooker” (amongInglodians and Indians)…So, what’s great in Facebook which is not there in Orkut(to me actually, Orkut is more user-friendly than Facebook, though the securityissue is a bit loose there)or any other SNS ? Well the simple answer is: remainingin Orkut is no more “cool”…! Orkut me bhid zada ho geya hae (Orkut is overcrowded!)Why?!! Cause, Orkut is populated by Aam Jantaa (and Bharatiyas) where-asFacebook is "international"! My theory of Adopted Differentiation again provesundeniable while predicting Indian youth trend. In India, the Inglodians andIndians consciously [ and continuously] remain distant and distinct fromBharatiyas and grass roots…though most of them still has an Orkut account butrarely visits there (as Orkut is penetrated by the rest of India)…I can see the newsurge of movement is towards Twitter, cause Facebook is also slowly becomingfamiliar among the rest (as facebook is also going for the "masses" through the"localization of the product")…Hence, once Facebook walks in the same path of becoming "popular among aamaadmi" [as of Orkut], the "charm" of it will go and creamy layers will shift to anotherSNS, and by default the rest of India will also slowly "shift" (following the Inglodiansand Indians by virtue of classic Trickle Down Theory)...
Get a tattoo and piercing…C firstname.lastname@example.org
the concept of “Cool Tattoos” came through the mainstream Bollywood movie celebs[instead of coming from underground / alternative] which made tattooing “cool andacceptable” in India…Sanjay Dutt has 16 tattoos [the press says so..] over his ruinedaged grumpy skin [and its not tht he’s grown with these tattoos…he got them ‘done’after he crossed 40!]…tattoo is something luxurious here [ u will often hear thecomment ‘oh..this tattoo..i got it done from LA…I go thr for my regularshopping..]…like the Chanel suit…the In’glo’dian youth are doing it toconsciously present an image that they are more “western” then the other half C email@example.com “have nots”… Funky Monkey charges Rs.2000 for each square inch black linetattoo! In that money actually a BPO family can eat two meals a month…!So, instead of a trickle up theory [as happened in west] Tattooing in Indiafollowed the other root…the “trickle down theory”…“We do about four tattoos every day of the week and approximately seven duringweekends. Big pieces of Shiva are in demand and we have a steady stream ofwomen who want their children’s names tattooed as well,” says Hardy Mitra, 40, whostarted the tattoo studio eight years ago and has new outlets planned in Delhi andKolkata. Younger girls, who come accompanied by parents, seem to have fallen inlove with mythical animals like the unicorn and want one on themselves. The morebizarre, the better!”…can u imagine a youth at London coming with momma to get her first Tattoo!!Its more like a celebration and status symbol here.Extracted rom my interview given to Ruby Pseudo at :rubypseudochatchat.blogspot.com/2009/10/ink-indian-youth-interview-with-kaustav.html
Shoes… bags… accessories… we lov e bra nd ed an df un ky…
Youth in India(12-16years) spends an average of Rs.1,113 (US$24) in a year on footwear, with the spends by boys being higher at Rs.1,210 (US$26.3) than the spends by girls at Rs.771 (US$16.8) on an average. Most buy branded footwear (65%) in the case of casual, formal and semiformal footwear. The proportion of branded purchase for sports shoes is even higher at 77%. Most express loyalty to a brand or an outlet for purchase of footwear. The working young singles (21-25years) has an annual average expenditure of Rs.1,317 (US$28.6) for footwear. 12-16years 21-25yearsData Source : Businessworld Marketing Whitebook, 2007-2008
DENIM…the Indiversal* youth dress code Tattered…sand blasted… stone washed… embroided… beaded… * Copyright to Kaustav SG
C firstname.lastname@example.orgDENIM IS INDIVERSAL* BOTTOMWEAR…WHO BOTHERS ABOUT THESWEAT…HEAT AND POCKET?...AND WHO TOLD I BUY BRANDS?(FAKES ARE GOOD) AHH…BLUE IS THE BEST… IT CLUBS WELL WITH MY SNEAKEROR KOLHAPURI…* Copyright Kaustav SG.
C email@example.comMusic, entertainment, adventure travel…
Indian youth started following the theory of adopted differentiation in music also.The In’glo’dians are going for more personalized music and relevant gadgets[… to listen music ie. ipod, mobile, Bluetooth earplugs etc…) whereas, Bharatiyasare aggressively “exhibiting” their music and musical belongings ( thehomemade amplifiers, Nokia speaker phones, cracking loud speakers, mikes,woofers etc…). C firstname.lastname@example.orgNow putting the music aloud in car [and keeping the windows open!] isconsidered “cheap” unlike the earlier days…when it was a part of showing-off /dikhawa...the pride of owning an imported car and then modifying it with the higherdecibel musical system which used to crack others eardrums while the car will whizpass with open windows…o ya, a hot partner by the side or car full of drunkendudes…now the scene is :A bharatiya is walking in the street with mobile in hand, which is blinking lights andguzzling higher decible sound / music [this sound can appear as "noise" to theinglodians] from some local FM channel...“sun bhai…my new guru mobile”...or amaxicab/auto / truck brusting the local soundtrack@ scratched CD / FM…On the other hand, an in’glo’dian is jogging [at home/health club with glasswalls/groomed garden] with the wireless earplug @ Bluetooth / ipod “my music, Iwill listen…who the hell u r…”
C email@example.com me has becoHip- h op music ians g the Inda trend amon dia. tiyas in ina nd Bhara , e T_ pain Artists lik , Kevin ferdiline & nd Timberla e artists s ome of th eld of K -os are the fi ating names in cre hip-hop.
Earn high…spend high…balanc e a dual lifesty le of b e in g d e si an d west er n
Film / Theater have historically been the most popular form of entertainment inIndia. About 44% youth(12-16years) have watched a movie in a theater in thelast year. And, most of them (65%) have done it at least 4 times over the year.Gaming is at its nascent stages where incidence is at 8% in a three monthsperiod. However there is evidence of its gaining popularity, with nearly 81% ofthe children involving themselves in the activity at least once a week. They playon a multitude of platforms wherein PCs and cell phones are the leading once C firstname.lastname@example.org close to 40% enjoying the thrill via this mode.Eating out with family and friends on birthdays, get together, experimenting withdifferent cuisines, enjoying the ambience of different restaurants as a trend ishere to stay with proportions likely to increase substantially in the coming years.Most prefers to eat out at the local restaurants, specialty restaurants anddhabas. About a tenth state preference for fast food outlets like McDonald’s.Nirula’s, and Pizza Hut, with a preference to desi flavored dishes like ChikenTikka Pizza.Indian youth on an avarage spends Rs.1,327 annually for books whichaccounts for a significant share of their wallet next only to apparel and eatingout/ food purchases.Music CDs and cassets are purchased by a significant 30% in a whole yeartime period. Purchases are also fairly frequent. Nearly 47% of them purchasefrom specialized music stores like Planet M, Music World, while the otherformats incluide exclusive stationary shops, multi-category shops, discountstores, department stores etc.
21% of working young singles (21-25years) a movie in movie theater. Theamount spent by 37% on films lies in the range of 101-250 (US$2.2-5.4) and28% on outdoor entertainment.66% of working singles prefers to eat out.Average annual expenditure on the music lies at Rs.847 (US$18.4). Music C email@example.com as one of the favorite pastimes of working singles with buyingincidence at 38% in a year. The frequency of purchase is high with around 71%making a music purchase once in 2-3 months.The frequency of gaming among the working singles is 22%. Around 80% ofthese gamers indulge in gaming at least once a year. Mobile gaming is the mostsought after with 69% people playing through these devices.
Copyright to INgene and Kaustav SenGupta www.ingene.blogspot.com