Raring to Grow

With two-thirds of the population under 35, the world's largest democracy can afford to dream. The average Indian is expected to be only 29 years old in 2020, as against 37 in China and the United States, 45 in western Europe and 48 in Japan. The dreams are taking concrete shape; it's what the world calls a demographic dividend.

Some facts  459 million is the number of Indians between 13 and 35 333 million is the number of literate young Indians 62 per cent of the literate youth live in villages 77 per cent of literate youth are interested in films and music, 72 per cent in news and current affairs, 59 per cent in religious and spiritual topics, 35 per cent in science and technology, and 34 per cent in environmental pollution 98 minutes is the time spent by youth on TV every day, 44 minutes on magazines, 32 minutes on newspapers and 70 minutes surfing the Internet 40 per cent of the literate youth are OBCs, 27 per cent are general castes, 23 per cent are SCs and 10 per cent are STs

In India, it translates into a growing number of literate youngsters, which is both a challenge and an opportunity. India has 459 million youngsters who were born after 1975, the year INDIA TODAY came into being, and just before 1997. These youngsters, from those who have just entered their teens to those about to pass into middle agedom, constitute the people who can and do lead the nation, in business, in arts, in politics and in society. Of these, 333 million are literate, which is 73 per cent of the total youth population. This population of literate youth has grown at 2.49 per cent between 2001 and 2009 which is good news for those who read, according to the National Youth Readership Survey (NYRS-2009) by the National Council of Applied Economic Research (NCAER). Television has not made a dent on newspapers as a source of information; being seen by 54 per cent as a source for entertainment and 22 per cent for news and current affairs; about 63 per cent of the youth read newspapers to gather news and information on current events; only 10 per cent read for entertainment. The Internet-accessed by only 3.7 per cent of the youth-is more of Entertainment Central than an information one-stop shop. It is used for entertainment 14 per cent of the time, for reading books 4 per cent of the time, and for searching for new book titles for 1.2 per cent of the time. It is accessed at Internet cafes in 46 per cent of the cases, at home in 23 per cent of the cases and at the workplace in 13 per cent of the cases. The interests of India's emerging leaders throw up a surprise. While 35 per cent care about science and technology, 34 per cent are concerned about environmental pollution. More expectedly, 77 per cent are interested in music and films, 72 per cent in news and current affairs, and 59 per cent in religion. "With 67 per cent of the literate youth agreeing to reservations for women in Parliament and local government, there is clearly a slow shift in attitudes in the next generation. The fact that so many were from villages and yet voiced opinions of this kind is very promising," says sociologist Dipankar Gupta.
This diversity is evident in the following pages where 35 achievers under 35 are profiled. From Mumbai's school dropout Ajjay Agarwal who began the fast-growing Maxx Mobiles as a Rs 5-lakh start-up to Krishna Mohan Reddy from Berhampur, Orissa, a selftaught dancer who started a group of mostly labourers to win the Colors reality show, India's Got Talent; from the talented, mint fresh National Award winning music composer Amit Trivedi to wrestling champion Sushil Kumar, they have shown determination, innovation and gumption to build their careers.
Many of their narratives echo what the survey shows, that there has been a general tendency on the part of the literate youth to move from rural to urban areas. Rural mobility for long has been confined to the working class but with the increase in demand for skills which require higher education, rural youth are no longer averse to moving out. This is apparent from 82 per cent of the literate youth in the villages being "matriculates or below" and only 6 per cent being graduates, driving them to look beyond the rural limits for their careers. The survey also shows that the average age of Indian youth completing their highest education level is around 15. Data shows that 76 per cent of the literate youth have not gone to college.
And more worryingly, the growth in the number of literate youngsters was more rapid in urban India at 3.15 per cent per annum than in rural at 2.11 per cent, which means that access to education inside India is still low. A clear rural-urban divide is also discernible, in that the proportion of youth with higher education attainments is relatively greater in towns than villages, and gender differences are stark. "The quality of the human resource is of paramount importance," points out Rajesh Shukla, senior fellow, NCAER, and author of the NYRS. The demographic dividend can become a liability unless the growth is made inclusive, notes Isher Judge Ahluwalia, chairperson, Indian Council for Research on International Economic Relations. "The current GDP growth rate cannot be termed sustainable as a large chunk of society is not able to reap the benefits," she adds. This can become both an economic and social problem. Economic, because an additional 110 million youngsters are to be added to the workforce by 2020. They will need jobs, good jobs. And social, because of the diverse composition of this force-for instance, 40 per cent of the literate youth are OBCs, 62 per cent live in rural areas, and the biggest chunk, 23 per cent, is from south India.
But then the stories of struggle and of success in the following pages seem to suggest that what India's youth dividend imagines, it also implements.
This article appeared in the India Today magazine dated August 23, 2010

Youth Pulse: What makes the younger crowd flock to sales?

Stores scream ‘Sale’ all the time. What makes the younger crowd flock to sales?

The youth and sales?

There are two kinds of young buyers — the ones who look for only brands, and the ones for whom price is the key buying trigger. The former will never compromise on their core preferences and buy a product just because it’s on sale, while for the latter a discount definitely makes a difference. That said, for the second set, nothing sub-standard would go, even if it’s on sale. ‘Sale’ could also bring to mind ‘clearing of old things’, ‘low quality’ and ‘desperate measures to make us buy’.

Do I wait for it?

For the first set of buyers, a sale isn’t something they would wait for. Their purchase is more impulsive. But the second wait with anticipation for a good deal or a range of options to get their wishlist fulfilled.

Is it cool?

The youth are definitely excited when it comes to clinching the best deals as it makes great conversation with peer groups. But it gets even better if they get a great deal on an aspirational brand, and that is usually when it becomes a purchase of some importance.

How to sell a sale?

The negative values that a young customer attaches to a sale could be addressed by making it an earned privilege. For example, if a sale is packaged in a way that makes it available only for a select few, youngsters would look forward to the purchase and their concerns regarding product quality and the store’s intentions would vanish. Even if such exclusivity is notional, it would be a sure shot winner.


Methodology: A network of ‘student transmitters’ across campuses that act as insight seekers and conversation seeders. The network reaches six metro cities and connects with over 10,000 students. The network has been created by Concrea, a youth marketing & communications agency, part of the Electronic Youth Media Group.

Age Group: 18 - 22 years Want to peek into the mind of the youth? Send us your queries at brand.equity@timesgroup.com

Nepal: Taboo-breaking radio show makes waves among youth

Nepal News, 2010-09-08

KATHMANDU: In a Kathmandu recording studio, young workers sift through piles of letters from Nepalese teenagers seeking advice on everything from unrequited love and homosexuality to drug abuse and HIV.

Two presenters in their early twenties talk animatedly into microphones as they record the latest episode of “Chatting with my Best Friend” or Saathi Sanga Manka Kura (SSMK), one of Nepal’s most listened-to radio shows.

The programme, a blend of discussion, drama and music, was launched nine years ago as part of a project funded by the UN children’s agency UNICEF to spread awareness among Nepalese teenagers about the dangers of HIV and AIDS.  Since then it has become required listening for young people across Nepal, a deeply conservative, majority-Hindu country where teenage sex and drug abuse are usually taboo subjects.

The show — the first to be produced by and for young Nepalese people — began as a half-hour slot on national radio, considered the most effective medium in a country where around a third of the population is illiterate.  Its no-holds-barred approach to sexual health quickly won it a loyal following among young people and within months, so many letters were coming in that it had to double its running time to an hour.

“Before SSMK started, there was no tradition of talking about such problems in Nepal,” said Kaustuv Pokhrel, a former presenter on the show who now works behind the scenes.

“The show was designed in such a way that it felt like your friend talking to you in a non-judgemental way. The hosts talk about anything under the sun — sexual and reproductive health, career or study concerns, family problems, whatever.”

Now, SSMK draws six million listeners a week, is the winner of several international awards, and has even featured “Pirates of the Caribbean” star Orlando Bloom, a UNICEF goodwill ambassador, in one of its dramas.

Gillian Mellsop, UNICEF’s Nepal representative, said the mainstream media gave little attention to the issues facing young people before SSMK came along.

“This lack of guidance and information on issues that were important to young people left them feeling a little neglected and also increased their vulnerability to risky behaviour,” she added.

But SSMK’s willingness to tackle any subject has also brought criticism and, on one occasion, the threat of removal from the airwaves after a particularly controversial early episode about masturbation.

“We were accused of putting out vulgar content on the radio, so we invited the station managers in to see the letters we received to show we were not making it up — this really was an issue that concerned young people.

“Eventually they were persuaded, but for a while we had to send them scripts for approval. They said we couldn’t use the word ‘condom’ on the radio, for example, which was problematic.”

The format of the show has barely changed over the years — two young presenters, the “best friends” of the show’s title, discuss listeners’ problems before introducing a short drama in which solutions are found.

But the content has evolved to reflect the changing concerns of its listeners, many of whom were caught up in the civil war between Maoist guerrillas and the state that ended in 2006.

“After a couple of years we began receiving letters complaining that we were focusing on small issues when they country was in such a bad situation,” said Pokhrel.

“We had letters from young people who had joined the Maoists and were afraid to leave, and even from girls who had been raped and were too afraid to tell anyone because of the stigma.”

The letters are all read and answered, usually with a stock reply giving expert advice on the particular issue the writer is interested in, and a few are chosen to be featured on the programme.

Much of the correspondence comes from young people in rural areas of Nepal, where discrimination on caste, ethnic and gender lines is rife, and where most of the violence took place during the 10-year conflict.

The show used to receive between 1,500 and 2,000 letters a month, but Nepal has seen a dramatic increase in mobile phone usage in recent years and they are increasingly being replaced by text messaging.

Equal Access, the international non-profit organisation that makes the show, has exported the idea to other developing countries including Cambodia, Laos and most recently Yemen.

In Nepal, a new generation of young presenters who themselves listened to SSMK as teenagers have recently taken over on the show.

“I loved listening to SSMK but I never imagined I would one day be presenting it,” said SSMK host Swarnima Shrestha, 22.

“It’s hard work, and we’re under constant pressure because people take what we say so seriously. But to be able to touch even one young life feels great.”