Trends Felt
The Face Of New India – Sociocultural Trend Research 2009-2010
Youth driven, red hot market, outsourcing hub, burgeoning middle class, rural power, hybrid cultures – these are some of the terms used by many in their descriptions of India.
Indian culture today is quite different from the stereotype perception that has prevailed so far. People today are very different from those of yesteryears in their ways of thinking, processing, analyzing and responding to stimuli. And there are powerful socio-cultural trends driving these changes, that simply cannot be ignored.
As we scanned the Indian multiplicity for trends, we realised how much a reflection of the new youth energy these trends are. They are now a strong movement, traversing and empowering various paths. The movement has now gained enough momentum to break into the collective consciousness of a billion people. In wanting to make a difference to their own lives and their fellow countrymen, the young crusaders have made their presence felt in multiple arenas, from business to politics to social service to environment care. As yes, they will largely determine India’s destiny in future. Urban and rural will resonate together to sketch out new scenarios, steadily altering the Indian landscape. Young Indians have found their voices of expression, be it anti terror rallies, gay right parades or basic education rights. It is almost like a second awakening, after the powerful fight for freedom more than half a century ago.
The culture of a nation has a very strong bearing on almost all aspects of its business. Many progressive sectors have invested in research on culture and training and the results are showing too. The IT sector is an excellent example – understanding local culture in a diverse land like India was certainly one of the important factors which saw them through. In understanding the cultural implications that drive the trends, one can achieve deep insight into India’s psyche today. This can further help in defining future strategies that will align themselves to the wave of change that has become evident in India.
In this context, what do international brands have to get right when setting foot in the diverse Indian landscape today? Do Indian companies have to stop and drastically rethink their roadmaps in the light of transformation? What could be inspirations for an entrepreneurial mind looking to capitalize on the changing Indian mindset? Through this report, Insight Instore gives you some food for thought in these directions. This trend study looks at 7 Indian sociocultural trends, and uses 26 exhaustive examples to analyze the implications of these trends on the Indian business scene at large and international entities interested in the Indian story.
In all this, our approach has been as non-linear as possible. Our intent is to stimulate ideas and actions in the right direction, and we believe the right time to do it is now!
This research report is useful for brands, designers, product and content developers, ethnographers, analysts, researchers and consultants who are interested in learning in depth about the sociocultural state of India today.
To get a preview of the report, please visit http://www.insightinstore.com/?page_id=1312
About the Author
Sheetal heads the Research & Design vertical at Insight instore. She comes with close to ten years of experience in Research, Concept building & Design. She has addressed retail design challenges across sectors, ranging from lifestyle to luxury and FMCG to services. Sheetal has an in-depth understanding of the Indian retail scenario, and has developed strategic solutions tailored for various sectors, categories, brands and retail formats, combining continuous market pulse analysis, shopper behavior and trends. She has also been involved with the execution of strategy, and therefore comes with a real understanding of the practicalities of materials and processes.
Sheetal has worked for leading companies including Hidesign and Spur Retail Merchandising. At Spur, where she was the Design Head, she conceptualized, designed & executed retail strategies for various international and national brands, including Mattel, Mars, Unilever and others. Subsequently, during her master course in Italy, she was involved in a number of strategic design projects for leading international brands like 3M, Veuve Clicquot & BTicino.
Sheetal holds a Master in Business Design (2008) from Domus Academy, Milan where she has specialized in strategic design, trend research and forecasting. She is also a post graduate from the National Institute of Fashion Technology at New Delhi.
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