Opinion Serpentine avenue of trends

Digital livelihood: The stolid kirana shop,those about 10 million mom&pop grocery stores dotting the length and breadth of India selling daily needs,is changing when handled by the young. Following digital trends,young kiranawalas are proving that virtual power provides better livelihood with services non-existent before. In macro-rurals,they are buying Rs 18,000 computers to download all types of music and cinema,from Bollywood to Hollywood. They even have a global collection of pornography. Their open sales talk with knowledge about different kinds of sex acts and exciting virtual fare they’re peddling will make porn-watching Karnataka legislators look innocent. For Rs 30,the kiranawala will fill 2GB space to the brim with porno,movies,songs. If you only have Rs 10,don’t fret. That’s worth one movie or three songs. Their consumers are the local Zap generation below 30 years.

Most striking in this new trend is India’s 360-degree shift from a conserving society to becoming consumption-oriented. When I asked how they store what they buy in the

Rs 2,500 Nokia mobile phone which supports 32 GB only,or even cheaper Chinese mobiles that support 16 GB space,they replied they delete everything after using it 2-3 times. This delete action means throwing money into the dustbin. This is real change. It reminds me of a story a Bengali friend narrated about how a Licence Raj banker,after returning from higher education in England,was given a Director’s position,and he eulogised about bank automation through computer usage. Employees felt happy when he said everybody can now discard their huge piles of paper. The Director ended his speech saying,“Before throwing away all old documents,keep a photocopy at least.” From such a savings mentality to today’s throw-away outlook,it’s certainly been a long journey.

Lipstick is like wall paint: In 1996,when I modernised Lakme brand,Indian women consumers between 25 and 30 years of age had said that Lakme is the only brand that understands Indian skin and beauty. They’d attend the research sessions wearing bright lipstick,but this generation has become old fashioned now. Today’s urban young girls loathe lipstick. They say it’s sticky,over-painted,theatrical,vanishes when you eat,reminds them of their mother’s generation,and doesn’t match their attire. They prefer lip gloss only. This new trend is exclusively Indian. Just to give an idea,Western Europe generates $6 billion per year from lipstick alone,whereas India sells only $81 million (Rs 400 crore) lipsticks,of which 20 per cent is lip gloss. This breakthrough trend doesn’t mean Indian women aren’t alert about looking good. From the language of their body hugging and revealing apparel,you can observe how conscious they are of a sexy representation.

Gold is yellow metal: These same young women have created another disruption in beauty. Earlier,possessing gold jewellery was the biggest craze,to show-off,indicate wealth and family tradition. This trend has disappeared among the young. They call it yellow metal,and find it monotonous,the older woman’s fashion,not for them. Just to satisfy parents at family gathering and weddings,they wear it but are uncomfortable. Artificial jewellery is trendy for them. If you look at their dressing drawer,you’d be pleasantly surprised. They continuously buy artificial jewellery. In the West,I’ve heard women use artificial jewellery for the cost factor,but they still admire gold.

Quantity vs economy: This young generation is not only changing trends but changing usage pattern too. Their consumption,in terms of both quantity and variety,of face and body lotion or cream is very high compared to their mothers. A pot of cream the mother uses for three months,the daughter will finish in a fortnight. They rationalise this by saying they are working girls exposed to pollution outside so they have to protect their skin’s smoothness. The manufacturer of course is joyous,per capita growth is unlimited in future.

In the West,collective trend forecast has been organised industry’s business model,but India’s business houses are yet to develop this practice. In so many different layers of society,so many things are happening like a serpentine avenue. If as a manufacturer,you’re not curious,you don’t look out for the latent trend,you may lose out.

Shombit Sengupta is an international creative business strategy consultant to top management. Reach him at http://www.shiningconsulting.com