Changing india

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Changing india

  1. 1. INDIA IS CHANGINGRanade Gokul
  2. 2. CO-EXISTENCE OF CULTURE AND CONNECTIVITY World’s 2nd largest market for handsets Source: BSNL, 2005Ranade Gokul
  3. 3. RUSTIC ACCEPTANCE OF TECHNOLOGY Over 10 mn new PCs since 2001 Source: The Economic TimesRanade Gokul
  4. 4. BURGEONING DEMAND FOR AUTOMOBILES 1 million vehicles sold in the last year Source:SIAM, 2005Ranade Gokul
  5. 5. AIR FARE < TRAIN FARERanade Gokul
  6. 6. EVERYTHING IS AVAILABLE EVERYWHERE 53% FMCG; 59% Durables are sold in rural India. Source: MART, 2004-05Ranade Gokul
  7. 7. India is buying like never before Whopping Rs.20,000 cr durable market 99% growth for Flat TVs 50% growth in DVD/VCD players 40% growth in Microwave ovens Source: ORG-MARG, 03-04Ranade Gokul
  8. 8. KIDFLUENCE 43% 31% C o m p u te r R e f r ig e r a t o r 39% M u s ic s y s t e m 38% 32% Te le v is io n Car P a r e n ts (in % ) o f 7 -1 4 y r o ld w h o s a y k id s w o u ld a c c o m p a n y t h e m Source: Cartoon Network SurveyRanade Gokul
  9. 9. More than HALF the population is BELOW 25Ranade Gokul
  10. 10. 28 Source: The Times of IndiaRanade Gokul
  11. 11. THE METRO-SEXUAL INDIAN MALERanade Gokul
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  13. 13. NO ATLAS CARRYING PAST BAGGAGE urban women are in the work 31% force, up from 13% in 1990 women are internet users – 23% in touch with global trends Source: UNESCORanade Gokul
  14. 14. NORTH EAST Periphery of tradition Strong traditional Forefront of economic practices change Western influences started appearing WEST SOUTH Dual Income Emphasis on culture Modern yet family and religion oriented Strong expectation of quality and brand consciousRanade Gokul
  15. 15. SO, WHAT INFLUENCES HER MIND?Ranade Gokul
  16. 16. CAREER & MONEY lac women car owners lac credit card owners Source: TGI, 2003Ranade Gokul
  17. 17. 40% of IT enabled services workforce are women Owns cars, cell phones and works nightshift in a BPO Source: UNESCORanade Gokul
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  19. 19. 1994 THE ADVENT OF GROOMING AND GOOD LOOKS SETTING GLOBAL BENCHMARKS FOR BEAUTY & BRAINRanade Gokul
  20. 20. THE growth in Personal GROWING IMPORTANCE OF Care since ’95 GROOMING growth in Color Cosmetics since ‘95 Source: Euro monitorRanade Gokul
  21. 21. MY MUMMY… Kid is the badge of her performance Mothers (as opposed to fathers) are …BEST! fast-becoming role models of childrenRanade Gokul
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  23. 23. BOLLYWOOD HEROINES Still the biggest entertainer & influencer of womenRanade Gokul
  24. 24. FAMILY FIRST Took a sabbatical at the pinnacle of her career to spend time with her baby Making a come back on her own terms Best of both worldsRanade Gokul
  25. 25. SENSE & SENSIBILITY Tabu won’t sign-up any role unless it is top quality Prefers authentic roles to frivolous Woman of substanceRanade Gokul
  26. 26. REIGNING No.1 Versatile “Good Girl” Respectful of parents Outstanding PerformerRanade Gokul
  27. 27. INDIA ON PRIME TIME IS CELEBARTING STRONG WOMENRanade Gokul
  28. 28. TRADITIONAL YET FULLY CAPABLE OF PARTICIPATING IN THE Portrayal of family values MODERN WORLD with western intervention of infidelity, crime, jealousy Protagonist seen to overcome such situationsRanade Gokul
  29. 29. YET A 5000 YEAR OLD CULTURE WILL MANIFEST ITSELF…Ranade Gokul
  30. 30. VFM SEEKER Mirchi Factor Super saver deals Family packs New improvedRanade Gokul
  31. 31. Guarding old newspapers for re-sellingRanade Gokul
  32. 32. Keeping plastic seat covers on for monthsRanade Gokul
  33. 33. SIZING UP THIS HYBRID FEMALE CONSUMER Market opportunities and bottlenecksRanade Gokul
  34. 34. YIN-TERTAINMENT ECONOMY Trying out new experiences • Internet cafes, coffee-houses Shopping has turned into shoppertainment • The mall experience is not always about shoppingRanade Gokul
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  36. 36. BRIDGING TWO WORLDS Women spend more time out of the house than ever before • Increased physical freedom and financial empowerment Various ‘bridge products’ adopted to connect the two Worlds • Most Indian women buy a mobile phone to stay connected with kids, and close “separation pangs”Ranade Gokul
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  39. 39. EQUAL PARTNERS IN MARRIAGE • ‘Buddy marriages’ where husband is more a friend than a boss • Changed power equations • Women’s influence in high-value purchases and traditional male bastionsRanade Gokul
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  42. 42. GETTING BUFF Being well-groomed is a ticket to success Need to stay youthful to fit in a world that is younger than ever • Gyms and fitness clubs, youth soaps and creamsRanade Gokul
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  46. 46. BEST FRIEND MOMS To feel more in control, moms try to forge filial friendship • Listen to kids’ suggestions about their appearance • Coax and persuade kids into doing things, than ‘make them do it’ Moms are feeling out of control vis-à-vis kids’ upbringing • Working moms feel guilty about not spending enough time • Homemakers feel that as kids lead fuller lives, they are hardly under their watchful eyeRanade Gokul
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  49. 49. CELEBRATING MULTIPLICITY OF ROLES Women are playing more roles in and out of the house • Even homemakers are dealing with everyone from the electrician to the bank manager Working women especially lead a heroically hectic life • Effortless juggling of home and job • Don’t want to ‘fall short’ in the house because they workRanade Gokul
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  51. 51. TECHNO-WIZ Women are getting more technology-savvy • Feel the attraction of credit cards, mobiles and computer Therefore, demand some level of technology in purchases • Women buyers are demanding scientific product logic and processes in their brands • Rise of ‘kitchen logic’ in everything from detergents to refrigeratorRanade Gokul
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  54. 54. REMIXED TRADITIONS Increasing exposure to western satellite and global lifestyles • More responsive to the glamour of the west… • …but staying within the boundaries of tradition Therefore the success of creative culture cocktails • McDonald’s offers Indianized fare like McCurry Pan, McAloo Tikki Burger and Maharaja Mac to cater to traditional Indian tastes The influence of fusion dressingRanade Gokul
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  57. 57. •One in four women will earn more than her husband •A younger, larger group of women consumers will emerge with unprecedented buying power •They will make in-roads into the strong male domains •The double income lifestyle will come to stay •Women will increasingly marry for love •They will embark on new careers & change careers no matter what •Women will want to be portrayed as what they are – stylish, modern, daring with their own character and not just one dimensional •Women will choose their priorities. If its balance today, it will be more about taking controlRanade Gokul
  58. 58. T h a n k y o u!Ranade Gokul
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