Indicus products present consumer data at extremely granular levels for India

1. Penetration of Mutual Fund Products
What type of mutual funds do urban Indians invest in? What is the difference across
various cities? How many actually invest in mutual funds? Here are some answers.
52% do not invest in any mutual funds at all. Mumbai has the highest penetration of
MF with as much as 58% respondents having invested. Chennai has the least
penetration – less than the other smaller towns.
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
55%
60%
AllIndia
Delhi(NCR)
Mumbai
Kolkata
Chennai
Bangalore
Others
Equity fund Debt fund(Liquid/MIP/GILT) Balanced fund
Tax saving fund Exchange traded funds No investment in MF
The two most popular categories are Equity funds and tax saving funds. These
categories show penetration varying between 30% and 45% across cities. Exchange
traded funds are yet to take off, with barely 5% penetration.
The data presented here is applicable for SEC A and B only, who represent about
30% of urban India.
Source: Indicus Analytics

2. Gadgets
What type of gadgets do urban Indians buy? What is the difference across various
cities? Which are the favourite gadgets? Here are some answers.
Digicams are the most popular gadgets everywhere. Delhi leads in DTH and Play
stations, whereas Bangalore leads in digicams and ipods. Kolkata surprises with the
highest penetration of LCD television.
0% 10% 20% 30% 40% 50% 60% 70%
LCD Television
Direct-to-home connection
Digital camera/ Camcorder
iPods
Video game/ Play stations
Other cities
Bangalore
Chennai
Kolkata
Mumbai
Delhi(NCR)
All India
The 5 major cities clearly lead the rest of India in penetration of digicams. However,
in all other categories, there is little to separate the large cities from the smaller towns.
The data presented here is applicable for SEC A and B only, who represent about
30% of urban India.
Source: Indicus Analytics

3. How leveraged are urban Indians
How much of loans do urban Indians take? What kind of loans? How many actually
take loans of any kind? Here are some answers.
44% do not have any loans at all. Bangalore has the highest penetration of loans of
any kind – about 61% of the residents being in debt. Mumbai, surprisingly has only
50% of its residents in debt. This is however explained by the lower proportion of cars
and two wheelers in the city.
21.6%
16.1%
20.2%
19.5%
21.3%
25.2%
22.5%
16.6%
26.1%
11.4%
17.2%
12.5%
15.7%
17.2%
11.00%
9.60%
7.00%
4.60%
10.60%
11.70%
29.20%
25.70%
26.50%
27.60%
35.20%
35.80%
27.50%
12.20%
9.60%
8.40%
5.70%
9.70%
11.30%
15.60%
43.90%
45.00%
50.00%
47.10%
43.10%
39.10%
43.10%13.20%
All India
Delhi(NCR)
Mumbai
Kolkata
Chennai
Bangalore
Others
Home loan Car loan Tw o w heeler Loan Personal Loan Others No Loan
Home loans have a penetration of 22% and Delhi has the lowest penetration. Personal
loans have a significantly high penetration in Bangalore and Chennai
The data presented here is applicable for SEC A and B only, who represent about
30% of urban India.
Source: Indicus Analytics