Desification/Kabaddisation:Bhashaisation/Hinglishification:Dalitisation/OBCisation/Mandalisation : 3 Irreversible Indian Trends #LePanga

I see 3 main trends in India that are now irreversible .

The social engineering of even BJP saw to the rise of an OBC Prime Minister . The other regional parties are mostly based on Dalit or Mandal or OBC reservations and politics .

The Jat , Gujjar , Maratha and Muslim reservations will cross the 50% limit of Supreme Court limit in more and more states . Regardless of political affiliation , all parties support caste based reservation and will continue to do so .

After new OBC additions in educational and public sector institutions , the private sector is the next target with increased privatisation and contractualisation making creation of jobs in public sector difficult .

So the powerful trend of Dalitisation/Mandalisation/OBCfication will continue for a long time . The limit of 50% will soon be breached and a percentage of 65-70% pan-India will happen .

This is the 1st and most important social trend that is irreversible .

https://www.sify.com/news/india-s-politically-powerful-castes-corner-quotas-news-crime-pdsnyOhaihgff.html

Every single global social-media and internet based corporation in India , whether Amazon , Google , Facebook is looking at the next billion customers who will mostly know only a vernacular language or a Bhasha .

And those of us who can speak English fluently , mostly at home and work speak a hybrid language with many dialects from Marathi/Hindi/English/Gujarati in Mumbai , Tamil/English in Chennai , Hindi/Urdu/Punjabi/English in Delhi .

So Bhashaisation/Hinglishification is the 2nd irreversible trend .

Pure English is just for English Literature students now .

Read the VP of the Next Billion Users Team at Google posted on February, 2018 :

"First, let’s start with the mobile-only mindset. Most of the next billion users have never used a PC and may never use one. They don’t think of the internet as something you access with a mouse and a keyboard. A computer is not a terminal where you type in queries. A computer is a smartphone, and it also doubles up as a television, a wallet, a classroom, and a portal for government services. Their expectations on how mobile apps should work is also completely different. When building our India-first, mobile payment app Tez, for example, we focused the app around “people and conversations” rather than the financial features, to reflect familiarities with chat apps. All successful global apps in the future will need to speak the universal design language of people who grew up on mobile phones rather than PCs.

This brings me to the second point: ubiquitous computing. This means having natural interactions with a computer that can hear, see and understand—for example, asking “Do I need an umbrella today in Delhi?” rather than typing “Delhi weather forecast.”

The next billion users will be the first to truly embrace ubiquitous computing, expecting apps to work in a natural way rather than having to learn all the artificial commands that we did on PCs.

Which brings me to the third way the internet is changing: local languages. There are estimates that web content is more than 50 percent English. Hindi, the #4 language in terms of global speakers, is not even in the top 30 languages for web content. And in countries like India, the generation coming online now is more comfortable in their native language than in English, and so language can be a big blocker to expanding internet access.

The next billion users expect more content in their languages. And video is turning out to be the medium where they create and enjoy this content. Anyone can turn on a camera, share stories in their own tongue, and find huge audiences online. YouTube has seen an explosion of non-English content, such as the Telugu film channel TeluguOne, with 1.8 billion views. Going forward, we believe the demand for local content will reverse the language imbalance, leading to an internet more inclusive of the entire world’s language diversity.

At Google, we build technology with these three insights in mind—and we find that they don’t just help the next billion users, but the first billion as well. "

https://www.blog.google/perspectives/caesar-sengupta/next-billion-users-are-future-internet/

An earlier essay in Scroll on May 2017 said :

In the mid 1990s, 80% of the world wide web had English language content. By 2011, that share had fallen to roughly 27% as other languages – French, German, Spanish, Russian, and Chinese – spread online. India’s many languages, though, have lagged behind others.

Second only to the US, India has over 125 million English speakers. Online, English is still India’s lingua franca, but more of its 1.3 billion people can turn into netizens only if the online use of its 22 other official languages is encouraged. A recent study of 4,612 urban citizens and 2,448 rural Indians by management consultancy KPMG India and search giant Google found that nearly 70% of Indians consider local language digital content more reliable than English content.

“Almost every new user that is coming online – roughly nine out of 10 – is not proficient in English,” Google vice-president, India and south Asia, Rajan Anandan, told the Times of India. “So, it is fair to say that almost all the growth of usage is coming from non-English users.”

Indian language users already far exceed the number of English language users in the country and will continue to do so–their user base grew from 42 million in 2011 to 234 million in 2016. In the five-year period after that (2021), Indian-language users are expected to grow at an additional rate of 18% to 536 million. In the same period, English-language users are likely to grow by a mere 3% to reach 199 million.

And the 3rd and final trend is what I call Desification or Kabbadisation .

Cultures follow patronage . And with increased power of the Vernaculars and the Non-Upper English Educated Castes , the Cultural Creativity will be more and more rooted to the languages and indigenous idioms , led by music videos , stand-up comedy , short films , start-ups serving these populations and sports .

Not just the rise of Patanjali , but most MNC brands have been forced to create many Ayurvedic/Herbal brands . The lingo is getting more and more Desi , it started with "Yeh Dil Maange More " in late 1990's and now is the Default Marketing Bhasha .

The trend that began 20 years ago is now the established trend , getting more and more localised and powerful with digital tools getting cheaper .

Some also call it the "Patanjali Effect "

"As Krishan Kumar Chutani, executive director - consumer care business, Dabur India, said to us in a 2017 interview, "It's true that Patanjali is a movement, but it is not just about Ayurveda. It's also about 'swadeshi'. In fact, 'swadeshi' is the biggest plank... It's not as if Baba Ramdev has helped us spot a trend. Nor can the resurgence of Ayurveda be attributed solely to him."

Patanjali has created a new market where none existed. The brand's appeal goes all the way to the bottom of the pyramid and hence, it has ushered into the branded world a whole new set of consumers who were, until now, buying unbranded products. Quite evidently, players like Colgate and HUL are trying pitting themselves against Patanjali.

https://www.business-standard.com/article/management/the-patanjali-effect-116020800204_1.html

Vidooly, a leading video analytics marketing company analysed the Indian user viewership behaviour on Youtube across 9 most popular categories in the last 6 months namely Style, Vlogs, Entertainment, Gaming, Education, Automobiles, Travel, Animals and Science/Technology to reveal the following insight on June , 2018 :

"Telugu videos especially from the Tollywood industry on youtube are the most viewed in the entertainment category. Telugu movie Sarrainodu’s digital premiere on Youtube in 2017 has become the highest viewed and most liked Indian film of all time with over 183 million views."

https://brandequity.economictimes.indiatimes.com/news/media/exploring-the-emerging-viewership-trends-in-india-on-youtube/64696938

Bollywood /Tollywood et al . The music videos in hundreds of millions are all Desi songs from India .

T-series is not only the top You Tube channel in India by number of subscribers with views topping 45 billion , but in the World , with almost 80% more views than WWE and the 2nd largest number of subscribers . With smart phones soon dropping to sub Rs.2,500 the numbers from India will only get bigger .

https://socialblade.com/youtube/top/country/in

After the popularity of IPL , it is PKL or the Pro-Kabaddi League that has shot through the roof .

And the coming up of many state level professional Kabaddi leagues is showing the rise and rise of Kabaddi . There are more than 4,000 Kabaddi clubs in India .

From 2017 :

"Pro Kabaddi is a truly unique example of how a modern league has transformed the much loved but traditional kabaddi into a modern sport," said Janardan Singh Gehlot, president, International Kabaddi Federation.

"The first edition of the PKL in 2014 brought in a staggering 435 million viewers, making it the second most watched league in the country after IPL season 7. Despite the IPL establishing itself as India’s most popular sporting tournament, the PKL’s viewership was only 29% lower than the IPL in 2014. Star India also announced that the cumulative growth in viewership of the PKL has risen rapidly at a rate of 51% over the course of its first 4 seasons. Season 5 recorded even better viewership statistics with an astounding 50 million viewers tuning in on the first day ─ a 59% jump from Day 1 of Season 4.

Apart from insight into the popularity of Kabaddi in general, viewership figures also highlight interesting features of the main markets of the PKL. The states of Karnataka, Maharashtra, Andhra and Tamil Nadu saw massive increases in the number of viewers for Season 5 (from the inaugural season) of the PKL, with Karnataka leading the pack with a rise of 52%. Andhra Pradesh and Maharashtra follow closely with jumps of 40% and 34% each while a new franchise based in Chennai boosted Tamil Nadu’s viewership by almost six-fold.

The success of the sport in these regions ensured that the PKL would also be aired in Telugu, Marathi and Kannada.

The opening week of PKL season 5 also recorded that 9 crores out of a total of 13.2 crore viewers came from rural regions. This reinforces the fact that the organizers were largely successful in tapping into the rural homeland of Kabaddi while importantly increasing the interest in the sport amongst the urban populace."

https://thebastion.co.in/politics-and/sports/rising-dust-pro-kabaddi-league-here-stay/

Both articles below are from June , 2018 .

"Pro Kabaddi League is taking sports commercial market by storm – outsmarting one or the other professional league every time a financial numbers game is involved.

PKL with its ? 300 crore title sponsorship is an Indian record for all non-cricket professional sports leagues. The ?60 crore per annum value is the highest ever in the country with the exception of the formidable Indian Premier League.

The PKL players’ salaries have seen a far more greater growth rate in six seasons of its existence than the IPL pay purse growth over 11 seasons. The difference between the highest paid IPL and PKL players will still be over 1,000%, the IPL pay purse is precisely 20 times higher than that of the PKL. Still, PKL is well ahead of IPL in year on year percentile growth in these two aspects of team building.

From Mahendra Singh Dhoni’s ? 6 crore top pay purse in 2008 to Virat Kohli’s ?17 crore last season, IPL has seen a mere 282% rise in the highest-paid player’s salary. For the PKL, the highest paid Monu Goyat will draw ?1.51 crore in season six – a 1,175% jump over ? 12.8 lakh Rakesh Kumar had drawn as the top pay packet for Season One.

The player purse for PKL teams has gone up from ? 60 lakh in 2014 to ? 4 crores now, a growth of 633%, as against from ? 20 crores in 2008 to ? 80 crores now for the IPL."

"The viewership numbers have grown steadily with each edition and last season’s final witnessed a jump of over 70 percent from the previous title match with 26.2 million tuning in to watch the Patna Pirates beat Gujarat Fortunegiants.

The league’s popularity - the 10th final of cricket’s IPL attracted only 13.2m more viewers - has also resulted in quite a windfall for the players, who were all amateurs until the PKL started."

https://www.deccanchronicle.com/sports/in-other-news/070618/pro-kabaddi-league-indian-premier-league-ipl-pkl-cricket-star-india.html