The recent survey conducted by NFHS (National Family Health Survey) indicates that gender ratio has gone upto 1020 females per 1000 males from 991 females per 1000 males in 5 years. As marketeers we need to understand what has caused this historic shift which will help us identify new opportunities. Read more to find out!

1. THE CHANGING FACE OF
WOMEN CONSUMERS IN
INDIA
What does this mean for brands & businesses?

2. IS INDIA PROGRESSING?
The recent survey conducted by
NFHS shows that the sex ratio for the
total population is 1020 females per
1000 males. But, is this number
sufficient to tell us if India is
progressing?
Source : NFHS-5 survey

3. Let’s deep dive further and
understand where this shift
is coming from

4. The shift comes mainly from Rural India which clearly
tells us that the mindset of Bharat is changing but are
women actually becoming emancipated?
Source : NFHS-5 survey

5. The use of contraception
amongst women has gone up
and they are increasingly
becoming aware that it can
reduce chances of
contracting STDs like
HIV/AIDS
Source : NFHS-5 survey

6. Women are increasingly looking after themselves. They are
taking care of their sexual well-being and also their hygiene.
Source : NFHS-5 survey
Usage of hygienic methods during
menstruation has gone up by 20%
in the last 5 years
This progress comes mainly from states like Bihar, Odisha & Madhya Pradesh
which is a great sign as these states have been the laggards

7. Source : NFHS-5 survey
It does not stop at this, women today have more
accessibility and are becoming increasingly emancipated
Increased access to mobile phone and bank accounts is a step towards women
empowerment and emancipation. This shift in just 5 years is massive and India actually
might be progressing at a rate faster than we imagine

8. IMPLICATIONS
Changing family roles : Women will
be more involved in decisions of the
family and make sure that they are
heard. It could be around finances,
education of her child, buying a
house etc.
Self-care : The woman today is no
longer selfless and wants to look
after herself. She wants to make sure
that she is maintaining proper
hygiene and steering clear of
unwanted diseases. At the same
time, she wants to indulge herself
too.
Family Planning : Increased
understanding of family planning
which could mean that they want
their children to have a better life
and give them attention & care
Catching up on education : If there
was something she could not
pursue in the past, she wants to do
it now and not miss out on it. It
could be a hobby like painting or
some programming language.
Increased desire to work : As
women have increased accessibility
and are on their way to
emancipation, their desire to work
and participate in the workforce will
increase

9. INSTIGATIONS
Edtech : Vocational courses or short crash
courses that allow one to work on their
passion or encourage them to pick up a new
hobby should be curated by Edtech
platforms for women
Telecom : As telecom companies are
providing bundled services, they can
provide 2-3 month subscription to Edtech
platforms/fitness apps for women
BFSI : Providing recommendations to
housewives on secure investment schemes
that provide higher returns.
Health & Fitness : Giving out new femme
hygiene products along with fitness
subscriptions. This increases trials and
provides women with more ways to take
care of their well-being
Travel & Tourism : Specially curated
packages for women. It could be themed
around ‘school’ or ‘college’ to encourage a
group of friends to head out.
Entertainment : Original content around
women entrepreneurs should be produced.
This will inspire women and help in their
emancipation. For eg. A story around Lijjat
Papad will work very well

10. For uncovering such shifts and
driving behavior change that make
you a preferred brand, give us a
Howl!

18. Mail : howl@wolfzhowl.com
Contact : +91 9167471115 / +91 9767379969
Twitter : @wolfzhowl
Website : www.wolfzhowl.com
Head Office : Mumbai, India