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CHANGING INDIA:
TRENDS FOR THE NEAR FUTURE



        1




                                                    OCTOBER 2010

            Photo credits (clockwise from top left): Ashok666, boltron-, hfb, HazPhotos, Sistak, judepics
WHAT WE’LL COVER
Background and Methodology
Trends in India                 Category-Specific Trends
     Flamily/Framily                Snacking Holidays

     Married Singles                Technology Is the New Signet Ring

     Delayed Parenthood             Gifting Good Health

     Looking Forward—and Back       Brain- and Beauty-Boosting Nutrition

     The Sin Economy                Hamper Pamper

     Growing Older Younger

In Conclusion
BACKGROUND
AND METHODOLOGY
 This presentation is based on a July 2010 trends workshop held in Goa
 with more than 20 planners from JWT India. It is based on secondary
 research and analysis conducted by the JWT India planners and the New
 York-based global trends team.




                                              BACKGROUND AND METHODOLOGY
A DIVERSE
COUNTRY     India is big:
            • The seventh-largest country by geographical area

            • The world’s 11th-largest economy (in GDP terms)

            • The world’s second-most populous country, with
            1.2 billion people

            • The world’s most populous democracy

            And unequivocally diverse:
            • India’s Constitution recognizes 18 major languages, and
            there are many hundreds of dialects. (Hindi is the official
            language, with English often used as a link language.)

            • At least six practicing religions

            • A wide range of regional styles in cuisine and dress

            • A geography of beaches, deserts and snow-covered peaks


                                     BACKGROUND AND METHODOLOGY
CONSUMER
FOCUS
 Because of India’s diversity, it’s hard to draw generalities across the
 population. This presentation focuses on one subset of the population:
 This consumer segment makes up about 3.4-7.5 percent of the population,
 from 34 million to 75 million people.




                                              BACKGROUND AND METHODOLOGY
COMMON
THEMES
 Trends don’t happen in isolation. They tend to intersect and work in
 tandem with each other.

 Here you’ll see common themes that are driving a change in relationship
 dynamics, moral conduct, consumption patterns and overall lifestyle in
 India, chief among them:

      The rise of the nuclear family     Delayed marriages

      Urban migration                    Increased connectivity

      Globalization/Westernization       Modernization

      Growing affluence                  Higher stress


                                                BACKGROUND AND METHODOLOGY
TRENDS
IN INDIA



           7




               Photo credits (clockwise from top left): Ashok666, boltron-, hfb, HazPhotos, Sistak, judepics
FLAMILY/
    FRAMILY




8              Photo credits (clockwise from top left): Ashok666, Pedro Kwezi, sanchom, Pedro Kwezi
THE TREND
 As students, single working men/women and young families migrate from
 their homes and safe circle of family to urban areas, they are filling
 emotional and physical voids by forming surrogate families with flatmates
 and friends.




                                                               FLAMILY/FRAMILY
THE DRIVERS
•   Migration, largely because good jobs and education are concentrated in a few urban areas.

•   The rise of the nuclear family and decline of the extended family, which has led to greater
    dependence on external support systems.

•   The trend toward delaying marriage—between 1971 and 2001, the average age of first marriage
    among Indian men rose from 22.7 to 24.8; for women it increased from 17.7 to 20.2.

•   Financial constraints (flat sharing makes accommodation affordable): Young Indians migrating
    from B and C towns are less financially secure and looking to share expenses.

•   Emotional constraints (flocking creates security): Away from their own culture and family and
    exposed to the vices of city life—which can feed insecurity—people create a circle of trust via
    friends.

•   Demanding jobs, which leave little time for the biological family. It’s easier to connect with
    people with similar lifestyles.

•   Technology, which is helping people stay connected with friends (if you’re at home, you’re on
    Facebook or other social networks with your friends).

                                                                                      FLAMILY/FRAMILY
FAMILY VS. FRIENDS*
                                              FAMILY                                      FRIENDS

                         With families scattered in different cities   Reliance on friends grows.
                         and countries, sibling and parental ties
                         weaken.

                         Families can be judgmental, inhibiting.       Friends respect your independence,
                                                                       individualism more.

                         Family relationships can be hierarchical,     Friendships offer more liberating, guilt-free
                         weighed down by baggage of old feuds and      relationships.
                         quarrels.

                         21st-century lifestyles of young urbanites    Friends can be more understanding,
                         have widened the communication gap with       supportive.
                         parents.

                         Long hours at work, commuting leave less      It’s easier to socialize with friends at the
                         time for family.                              workplace.



* The Circle of Frisson, Outlook India, June 25, 2007                                                             FLAMILY/FRAMILY
POP CULTURE CUES


Salaam Namaste is a 2005
Bollywood film about two young       Roomies, which premiered in July, is a
Indians who meet while working       Chanel [V] series about five young           Wake Up Sid is a 2009 romantic comedy
in Melbourne. They decide to         friends sharing a house. They help each      that follows the coming of age of the
move in together without             other deal with career choices, dating       spoiled, carefree son of a wealthy
formally tying the knot.             dilemmas and other modern-day issues         businessman.
                                     for this demographic.
                                                                        This 2009 comedy hit focuses
                                                                        on the adventures of three
                                                                        roommates in a hostel at the
                                                                        Imperial College of
                                                                        Engineering. It is the highest-
                                                                        grossing Bollywood film in
                                                                        India.


Airing in the major cities, international TV shows like Friends and
                    Sex and the City also depict friends as family.                                   FLAMILY/FRAMILY
MARKETING TO
FRIENDS AS FAMILY
                                           Marketers are realizing that this generation
                                           needs all the basic products and services that
                                           the erstwhile joint family would need.

                                           Typical traits of this cohort include:
                                            They are time-crunched (easy-to-make and ready-to-eat
                                            packaged food, quick-service home deliveries, meal-
                                            combo packs)
Communications for Airtel’s Special 5—a
feature that allows customers to stay in    They find it difficult to juggle their work, social lives and
touch with five other subscribers at low
rates—center around friends, not family.
                                            health (debit-credit lifestyle products, such as energy
In this commercial, a schoolgirl plays      drinks, fortified functional foods, etc.)
with a paper boat; her five special
friends rescue her boat when rain           Their lifestyle needs are functional (compact utilitarian
threatens its voyage.                       furniture)



                                                                                         FLAMILY/FRAMILY
THE POTENTIAL
 The products that currently cater to the flamily/framily are marketed
 under a broader umbrella of young India’s changing lifestyles. With some
 modifications to products or communications, there is huge potential to
 reach and resonate with this growing consumer segment.




                                                               FLAMILY/FRAMILY
IMAGINE …



Maggi Twin pack, advertised
as the ―Flatmate Pack‖—a                                                       What about television that
                                      A flat-share fridge that has four
minor change in packaging                                                      provides user profiles when you
with the same Maggi inside.           doors with four keys. Now you
                                                                               turn it on, like Xbox or PS3? My
                                      don’t have to ask, ―Who ate my
                                                                               favorite channels and programs
                                      cheese?‖
                                                                               need not be my friend’s favorites.


                              Virgin, which targets young consumers, could
                              offer Flatmate Credit/Friends Credit, allowing
                              customers to loan some of their balance to
                              friends without being charged by the service
                              provider.

                                                                                           FLAMILY/FRAMILY
IMAGINE …
 Most young singles living together have colorful, imaginative flats. Why do
 white goods have to be boring white or dull gray? Why not a fridge with a
 giant Bob Marley motif? Or a washing machine with marble-effect
 coloring?

 Furniture and home living companies have not woken up to the flamily.
 They could use their significant retail space in malls to create sections for
 flat sharing that offer affordable but stylish designs made out of recycled
 or natural material.

 How about ―flatmate health insurance‖ as a bundling technique?
 Everybody pools in for the premium, as they are far from home and may
 not be ready to spend thousands of rupees for modern health care in case
 of an emergency.


                                                                  FLAMILY/FRAMILY
MARRIED
     SINGLES




17             Photo credit: boltron-
THE TREND
 More and more couples are retaining or trying to retain their ―single‖
 identity and lifestyle. With spouses maintaining separate rooms,
 bathrooms, cars and/or TVs, and shopping, socializing and traveling with
 friends rather than their spouse, it’s almost like two single people living
 together.




                                                                  MARRIED SINGLES
THE DRIVERS
•   The trend toward delayed marriages: People are finding it difficult to surrender the
    ―space‖ they’ve become accustomed to.

•   The rise of the nuclear family and decline of the extended family (in the extended
    family setup, it’s less likely that the couple would live independent lives).

•   Dual-income households: With both spouses working, it’s more difficult to carve out
    time to spend together.

•   Increased prosperity: Spouses have more resources with which to maintain two
    independent lifestyles under one roof.

•   Increased connectivity: The Internet and mobile phones give people always-on
    connectivity to the ―single‖ world even when they’re at home.




                                                                           MARRIED SINGLES
TILL OUR “SINGLE”
 WAYS DO US PART
Till death do us part seems an obsolete concept. Now even
vacations are enough reason for urban couples to part ways.                 Deanne Pandey parties often without
Take, for example, Nilanjan and Sharmistha Roy of Kolkata.                  Chikki, her husband, because he hates
[They] always part ways during vacation times, simply because               partying and would rather be home with
they have different tastes and preferences. … Sharmistha heads              the kids. In fact, after each of her babies,
to her elder sister’s home in Bangalore where she can spend                 she took a break and went out for a small
some time with her maternal family. Nilanjan, on the other                  holiday with friends and Chikki stayed home
hand, would be joining his office colleagues for a hiking                   with the kids. Does this cause any rancor
expedition to the Himalayas.                                                between them? She doesn’t feel so.
         —―Till Holidays Do Us Part,‖ The Tribune, June 19, 2010            —―Of the Rocking Parties Alone and the
                                                                            Shaking Relationships,‖ MeriNews, Oct. 21,
                                                                            2007


            This couple’s other space frontiers include separate bathrooms and separate
            suitcases. After four years together, they’ve worked out all the details. He
            loves playing cricket on Saturdays so she does her own thing; every time she
            wants the house to herself for a girls’ night in, he makes alternative plans. Like
            with most things in a relationship, there are no rights or wrongs, just what
            works for you.
                     —―Space, the Final (Couples) Frontier,‖ LiveMint.com, June 18, 2010


                                                                                                     MARRIED SINGLES
TIMES OF INDIA CELEBRATES
INDEPENDENCE IN MARRIAGE
             Many educated, independent-minded young
             people don’t want to compromise their beliefs
             and lifestyle when they marry. In response, Times
             of India introduced ―Equality Matrimonials‖ to its
             Sunday matrimonial classifieds, declaring: ―This
             space … regards marriage as a true partnership
             placing both people on an equal footing.‖

             An Equality Marriage Manifesto includes the
             provision that ―Personal preferences, including
             those related to dress, food and hobbies, will be
             respected, with no pressure from in-laws or
             relatives.‖ And one ad targeting women asks,
             ―Does hello to marriage mean goodbye to life as
             you know it?‖


                                                   MARRIED SINGLES
THE POTENTIAL
 The tendency to maintain two lifestyles within one marriage will create
 more demand—two cars, two TVs, etc.

 Individuality/freedom/choice will emerge as areas around which brands
 can have conversations (i.e., brands that offer more ―me time‖).

 On the flip side, brands can help the independent-minded become
 accustomed to the compromises that come with couplehood. Marketers
 can find ways of facilitating those relationships, bringing the married
 couple closer together.




                                                               MARRIED SINGLES
IMAGINE …
 Innovations around ―his‖ and ―her‖ variants of TVs, automobiles, bank
 accounts, gym memberships, etc.

 Holiday packages that celebrate continued ―singlehood,‖ where each
 spouse can travel with his/her own friends.

 Household cleaning brands that speak to a more equitable division of labor
 within the home.

 Male/female TV channels.

 Classes for things typically male/female—fixing the car, commando
 training, cooking, stitching.




                                                               MARRIED SINGLES
DELAYED
     PARENTHOOD




24                Photo credit: hfb
THE TREND
 Most urban couples are deferring kids from the first year of marriage to
 two to four years post-marriage.




                                                           DELAYED PARENTHOOD
THE DRIVERS
•   The rise of the nuclear family: Young couples are moving away from the traditional
    extended-family setup and the expectations and pressures that go with it.

•   Perfect lives: Set up as a nuclear family, newlyweds are enjoying their couplehood
    and the fruits of Double Income No Kids; they want to prolong a lifestyle that will
    inevitably change once a baby arrives.

•   Reduced parental influence: With the rise of nuclear families and more couples
    living in different cities than their parents, familial pressure is limited to that
    once-a-week phone call.

•   Delayed responsibility: The couple can continue to act almost as if they are still
    single rather than live the conventional married lifestyle (see Married Singles).

•   Birth control: Couples are more aware of their options, thanks to the government’s
    aggressive family-planning campaign, as well as wider availability of birth control.

•   Body beautiful: Today it’s not enough to look good until marriage; you want to
    maintain your looks for life. Women don’t want to lose the body they’ve worked
    hard to achieve.
                                                                     DELAYED PARENTHOOD
THE POTENTIAL
 With the phase between marriage and parenthood getting longer, couples
 have more discretionary income—especially if both spouses are working—
 and more reasons to splurge on each other. The couple are still in lovers
 mode, as opposed to providers. They’re discovering each other and finding
 new dimensions of their union, especially in the case of arranged
 marriages. Brands can connect by portraying them as such.

 With parenthood delayed, it is that much more revered, and the couple
 likely has more money than their earlier counterparts. So when the baby
 does come, parents are prone to spend more on the new arrival. There is
 an opportunity to dramatize and romanticize the first pregnancy even
 more and to add luxury to every step of this pregnancy.



                                                         DELAYED PARENTHOOD
IMAGINE …
 Second honeymoons

 Couples-only events/trips/retreats

 First-anniversary celebrations (jewelry brands/luxury brands)

 Catering to everything around the baby: fashion, accessories, new gadgets
 to help mother and baby

 Fashion-forward maternity clothing, as seen with offerings from FabIndia
 and U.K.-based Mothercare, which has outlets in India.

 Products addressing the health needs of the older mother




                                                            DELAYED PARENTHOOD
LOOKING FORWARD—
     AND BACK




29                      Photo credits: Shannon Clark
THE TREND
 With one foot firmly rooted in tradition and the other springboarding into
 modernity, India is teetering between two mind-sets. As the rush toward
 modernization drives forward, each proceeding generation experiences a
 dilution or loss of heritage when it comes to language, rituals, food,
 entertainment, dress, values, beliefs and so on. As a result, age-old
 practices and ways of being are acquiring a new luster among those
 wishing to reconnect with India’s rich cultural traditions. This is a
 maturing trend.




                                                    LOOKING FORWARD—AND BACK
THE DRIVERS
•   More nuclear families: With only two generations living under one roof, there are
    fewer elders around to teach the next generation rituals and traditions.

•   More mixed marriages: When each parent has a different set of regional traditions,
    either one or both of these gets lost. (For example, parents are often multilingual,
    while children typically speak only one language well—the one they’re taught in
    school.)

•   Dual-income households: With both spouses working, there’s less time to pass on
    traditions and skills.

•   Migration: More people are moving to mass centers of homogenization, where their
    day-to-day lives lack exposure to their traditional culture and they begin to adopt
    the ways of those around them.

•   Globalization: This brings increased choices and media exposure to global products.



                                                             LOOKING FORWARD—AND BACK
WESTERN PUSH
     INDIAN PULL
          WEST VS.
English-language instruction has grown five-fold over the
                                                                         EAST
last 15 years into an $11-20 million industry, according
to The Wall Street Journal. And last year The Times of
India reported that Mumbai schools, noted for their
Marathi language education, have seen a drop in
enrollment for instruction in the mother tongue;            According to The Financial Express, ―the number of
instead, English has steadily gained popularity.            regional channels [grew] from 114 in 2008 to 135 in
                                                            2009. In comparison, only three new Hindi GECs
                                                            (general entertainment channels) were added during
                                                            the same period."




                                                                                                A slew of animated children’s
          The sari is falling out of favor with                                                 shows based on Hindu mythology
          young women across India. According to                                                has been popping up after a 20-
          a 2009 Time article, Kanjeevaram                                                      year dearth of such programming.
          weavers, famous for their silk saris,                                                 But today’s animated gods don’t
          sold $12 million worth of saris in 2008,                                              just fight demons, they snowboard
          down from $40 million in 2004.                                                        and play ice-hockey. According to
                                                                                                livemint.com, these shows
                                                                                                outrank traditional Western
                                                                                                favorites such as Tom and Jerry
                                                                                                and Popeye.


                                                                                   LOOKING FORWARD—AND BACK
BRANDS BRIDGING THE GAP?
These products and services (both homegrown and Western) celebrate Indian
tradition while integrating elements of modernity—such as prepackaged or fast foods
suited to a fast-paced urban lifestyle—and a liberalized Indian mind-set.
 Domino’s offers a
                                                                                        Fashion designer Anita Dongre’s Global Desi and
 range of pizzas                                  In February 2010, McCain              iinter-pret labels fuse Indian and Western elements,
 inspired by Indian                               launched Masala Fries, a              incorporating traditional cuts, colors and patterns
 flavors and dishes.                              typical French fry with Masala        into Western looks.
                                                  seasoning.




                       When McDonald’s entered India
                       in 1996, it replaced its
                       trademark beef burger with the
                       Aloo McTikki sandwich, a                                    ―Kitchens of India recreates the forgotten
                       variation on the potato-based                               delicacies of a bygone era, when Maharajas
                       Indian dish.                                                ruled the land and cooking was an art
                                                                                   perfected by few. Every Kitchens of India
                                                                                   recipe has been developed and perfected by
                                Tanishq, a well-known jewelry brand, is            the Master Chefs of ITC’s award-winning
                                lightheartedly tackling the new dynamic            gourmet restaurants, renowned for their
                                between parents—the traditional matchmakers—       delectable and authentic Indian cuisine.‖
                                and their more modern daughters. In this TV        (Company website.)
                                spot, the lure of lavish wedding jewelry helps
                                open a daughter’s mind to the prospect of
                                meeting a match.                                                 LOOKING FORWARD—AND BACK
BRANDS BRIDGING THE GAP
 & TAKING A LEAP FORWARD
Recently, brands have been taking this a step further, creating products that pay
homage to regional differences across India.




      Future Group recently launched the Ektaa
      brand of food products, designed to cater to       Introduced in 1999, Kurkure, a Cheetos-like snack adapted
      the range of tastes and preferences across         to local tastes, ―helped create a bridge category between
      India. The first line consists of five varieties   Indian namkeens [snacks] and Western offerings like potato
      of rice from various Indian states.                chips [and cheese balls],‖ says Deepika Warrier, marketing
                                                         director for PepsiCo Holdings India. Earlier this year, the
                                                         brand launched three flavors based on regional spices.


                                                                            LOOKING FORWARD—AND BACK
THE POTENTIAL
 As Eastern and Western cultures continue to blend, there’s appeal in
 marketing messages that ramp up tradition and nostalgia, painting the
 past with images of purity and glorifying an uncorrupted culture. By
 closely aligning themselves with cultural roots and explaining regional
 origins, brands can become an extension of traditional communities—
 passing on cultural histories to the next generation.

 It’s unlikely the Western way of life will completely replace Indian
 tradition. Instead, we’ll have a redefinition of what it means to be Indian
 in today’s globalized world. Brands are in a unique position to help bridge
 the divide between new and old ways by showing how a liberalized Indian
 mind-set can be expressed within traditional cultural norms.




                                                    LOOKING FORWARD—AND BACK
IMAGINE …
 In addition to playing up local or regional heritage in ready-to-eat
 packaged foods or clothing, brands can leverage this trend in other ways:

 Financial brands based on the Indian culture of savings, debit/credit

 Courses to teach traditions (rituals, dance, cooking, etc.)

 Literature, games, entertainment infused with tradition




                                                    LOOKING FORWARD—AND BACK
SIN-ECONOMY




37                 Photo credit: Sistak
THE TREND
 Indians have traditionally adhered to a set of deeply ingrained values
 revolving around fairness, family and religion. This sense of morality has
 been propagated by and reflected in literature, cinema and television. But
 in recent years, the social system of checks and balances has started
 coming undone.

 As people break free from the culture of self-restraint, they are breaking
 longstanding taboos. Vice is nice, and indulgence is out of the closet. This
 shift isn’t simply about overeating, it’s about eating beef.

 This trend is maturing among media outlets and consumers but emerging
 among brands.




                                                                     SIN-ECONOMY
THE DRIVERS
•   More flexible religious interpretation: As the reins of religion are loosened, so too
    are ideas about what’s right and wrong.

•   Urban migration: Living away from their family and community, people are free
    from the restrictions and judgments traditionally placed on them.

•   Access to global media and technology: While Indian media once emphasized
    adherence to strict moral guidelines, it now mirrors the racier themes featured in
    Western media.

•   More disposable income: Where past generations would have focused on building up
    savings, the lifestyles of today’s upwardly mobile middle-class Indians are focused
    around entertainment, pleasure and self-indulgence.

•   A more competitive generation: Having grown up in an economically strong and
    liberalized India, the youngest generation is very competitive. They’ve seen new
    opportunities open up, and there’s a strong desire to seize them—to get ahead at
    all costs.


                                                                                 SIN-ECONOMY
SIN TAKES HOLD                                                                                           The Indian market for beer, wine
                                                                                                                and spirits grew by 84 percent
                                                                                                                between 2004 and 2009, from
                                                                                                                1,781.8 million liters to 3,276.6
                                                                                                                million liters, according to a
                                                                                                                December 2009 Euromonitor
                                                                                                                International report.


In an upcoming reality show on MTV India,
Eristoff Male Fantasy 101, four young guys
will be showered with hot women, flashy cars,
                                                                Gambling is highly regulated in India, and illegal gambling is big business (an estimated
a swanky pad, VIP access to exclusive clubs
                                                                $40 billion industry). The first legally sanctioned casino opened in Goa in 2001, and at
and more as they live out their fantasies and
                                                                least six more have followed. In 2009 Sikkim became the second Indian state to allow
compete to win tickets to an Eristoff vodka
                                                                casinos and in May 2010 the first to allow sports betting beyond horse races. Despite
party in an exotic international locale. This
                                                                attempts to draw international gamblers, ―Indians are the spenders,‖ an exec from
follows on the heels of popular MTV shows
                                                                Highstreet Cruises and Entertainment told the BBC in July.
such as Splitsvilla and MTV Roadies.




                                                                                                            Despite a ban on the sale of tobacco
                                                                                                            products to minors, the Global Youth
                                                                                                            Tobacco Survey found the percentage of
                                     Ads for watch and accessory brand Titan                                Indian tobacco users aged 13-15 was at 22
                                     Fast Track feature youth shamelessly                                   percent among males and 9.6 percent among
                                     flaunting their ability to move from one                               females last year. The World Health
                                     romantic interest to the next, lying and                               Organization predicts tobacco-related deaths
                                     cheating in the process. The message: It’s                             will rise to 13.3 percent of all deaths by
                                     cool to ―move on.‖                                                     2020, from 1.4 percent in 1990.



                                                                                                                                   SIN-ECONOMY
THE POTENTIAL
 Conversation about what was long considered taboo is becoming
 mainstream. As segments of Indian society move from repression to
 expression, the sin economy is a symbol of all that’s new, experimental
 and exciting in this world of seemingly infinite opportunity.

 Not surprisingly, sin categories are already leveraging this trend. The next
 challenge for brands is finding ways to make ―good‖ more intelligent and
 edgy. How can brands inject some sin into non-sin categories, making the
 good feel indulgent through new product development or brand
 communications?




                                                                     SIN-ECONOMY
IMAGINE …
 Sin holidays

 Indulgent rewards (e.g., a candy bar positioned as a sinful midday treat)

 Apparel and accessory makers adding items that loosen up conservative
 looks, allowing people to add a gently provocative note without leaving
 their comfort zone




                                                                    SIN-ECONOMY
GROWING OLDER
     YOUNGER




43                   Photo credit: HazPhotos
THE TREND
 The modern and hyper-hectic lifestyles of today’s twenty- and
 thirtysomethings are affecting their mental and physical health. They are
 aging faster, facing physical ailments and mental fatigue normally
 associated with older generations.




                                                      GROWING OLDER YOUNGER
THE DRIVERS
•   More sedentary lifestyles: With jobs that are largely desk-based, more people using
    cars for transportation and a high penetration of consumer durables/appliances,
    this cohort is less physically active.

•   Poor sleeping habits: A result of longer and more erratic work hours.

•   Poor eating habits: As a population ascends the socioeconomic ladder, convenience
    and fast foods become more accepted and intake of sugar and fats increases. At
    the same time, food consumption patterns are becoming more irregular.

•   More stress: Pressure to achieve and perform is taking a toll on mental well-being.
    More time spent commuting in traffic is exhausting for mind and body.




                                                                 GROWING OLDER YOUNGER
THE FACTS
        • Incidence of obesity, hypertension, heart disease and other lifestyle
          diseases is increasing at an alarming rate and occurring at earlier ages.


                                                                                                    An estimated 40.9
     India accounts for 60 percent of heart disease patients worldwide.                             million Indians suffer
                                                                                                    from diabetes, the
     The major causes of heart disease: tobacco use, physical inactivity and an unhealthy diet
     often linked to that of the developed world.                                                   highest number in
                                                                                                    the world.***
     A genetic mutation that puts people at greater risk of heart disease affects 4 percent of
     Indians vs. 1 percent of the world’s overall population.*
                                                                                                   Approximately 30
     More than a third of Indians age 35 to 64 are at risk of heart disease, vs. 12 percent of     million Indians are
     Americans in the same age cohort.**
                                                                                                   obese.****




* CNN, April 2009
** Cardiologist Dr. Naresh Trehan
*** Global Health Progress: Innovative Solutions to Improving Health in India, 2010
**** National Family Health Survey, July 2010
                                                                                                 GROWING OLDER YOUNGER
GETTING SICKER YOUNGER
Forecasting the prevalence rate (%) of coronary heart disease (CHD) in India




Estimated mortality from coronary heart disease (CHD)




Source:NCMH Background Papers—Burden of Disease in India (New Delhi,   GROWING OLDER YOUNGER
India), September 2005
THE POTENTIAL
 Taking lessons from the developed world, brands can help to counteract
 premature aging and head off lifestyle diseases by introducing more
 healthy alternatives. (This will inevitably work to their advantage, as
 lifestyle diseases could ultimately be linked to the consumption of their
 products.)

 Brands can offer services that help people unwind, relax and rejuvenate.




                                                       GROWING OLDER YOUNGER
IMAGINE …
 More fast food and packaged goods brands preemptively introducing healthier and
 more natural alternatives, as they’re now doing in the West, before they’re
 accused of aiding and abetting unhealthy lifestyles.

 Food and beverage brands developing product lines that help thirty-somethings
 maintain more balanced diets.

 Pharma brands providing alternative medicines that help in de-stressing.

 More holiday resorts and spas catering to the need to turn back the clock. Gyms
 with sections for spas and mental health counseling.

 Wellness-themed homes

 Life skills coaching that provides tools to cope with high-performance situations.




                                                              GROWING OLDER YOUNGER
CATEGORY-SPECIFIC
     TRENDS




50       Photo credits (clockwise from top left): keithpr, courtneyBolton, clevercupcakes, Image Triangle India, SummerTomato
SNACKING
        HOLIDAYS
      The Trend                       The Drivers                    The Potential                     Imagine …
Snacking holidays—short         More pressure: Work              Beyond the travel, tourism     Brand-sponsored ―no cooking
breaks rather than regular      schedules make it difficult to   and associated categories,     Sundays‖ or ―no studying
holiday getaways—are gaining    take a long leave.               this trend has potential for   Fridays‖ to provide a small
popularity in tandem with the                                    brands that provide escapism   escape from routine.
rapidly increasing pace of      More budget airlines and         at home or at work or those
life.                           hotels to make trips             that offer unplanned and/or    Bite-sizing going beyond just
                                affordable.                      bite-sized rewards or          holiday bookings: ―snacking
                                                                 experiments.                   degrees‖ (e.g., a two-week
                                A counter to the daily slog:                                    filmmaking course), three-
                                Snacking acts as a mood lifter                                  month car leases, try-before
                                and reward, and a way to                                        you-buy schemes, etc.
                                beat monotony.
                                                                                                Food and beverage brands
                                Social capital: Snacking                                        developing new flavors to
                                holidays provide some social                                    reflect broadening tastes and
                                currency.                                                       cultural experiences.

                                Greater interest in                                             Brands sponsoring tech
                                experimenting: People can                                       platforms for sharing holiday
                                try out a new destination or                                    photos/experiences.
                                activity without having to
                                commit to a full week or                                        In fashion and home décor,
                                two.                                                            brands offering more
                                                                                                ―escapist‖ colors (cool
                                                                                                neutrals).
51
TECHNOLOGY IS
        THE NEW SIGNET RING
      The Trend                       The Drivers                    The Potential                      Imagine …
The class system is being       The rise of the IT industry in   As more people start carrying   FMCG brands appropriating
reorganized, with techno-       India and image of the           technology for its symbolic     technology values or
mavens sitting at the top.      Technocrat.                      rather than its functional      increasing the ―techiness‖ of
Flaunting and mastering                                          value, technology that can be   their design and packaging to
technology are the new signs    The increased penetration of     flashed or displayed will       stay aspirational.
of status.                      and opportunities created by     benefit.
                                mobile telephony.                                                More collaborations with tech
Acquiring and then mastering                                     Since technology can have a     brands (think Nike+).
technology, its complexity      Techno bling: The rise of and    democratizing effect, luxury
and its everyday evolution is   increased access to techno-      technology will serve as a      Skins on household
the logical extension of        cool products.                   way to separate the masses      electronics.
India’s focus on math and                                        from the elite—for example,
science mastery.                Film stars and the global        Vertu phones and high-end       Creative markers of elite
                                media glorifying new             music and home theater          status—i.e. making the
                                technology accessories,          systems.                        latest, greatest gadget
                                making them a symbol of                                          available by invitation only.
                                success.                         We may see a shift in
                                                                 emphasis in India from IT       Family trees: ―Other leaders
                                                                 services to manufacturing       who have bought this product
                                                                 technology/tech products        think this or have bought that
                                                                 and consumer technology.        …‖

                                                                                                 Using technology for altruism
                                                                                                 as the ultimate sign of
                                                                                                 supremacy.
52
GIFTING
         GOOD HEALTH
       The Trend                       The Drivers                    The Potential                      Imagine …
Gifting is moving from giving    A larger ―urban Robin Hood‖      Brands can build consumer       A bra brand gifting a free
products (perfumes,              trend—the desire to do good      connections at a far deeper     checkup for breast cancer.
chocolates, jewelry, etc.) to    for others and for society.      level by hitching themselves
experiences (day at the spa,                                      to a cause. And there is no     A sugar brand offering a
tickets to an event, etc.) and   Increased health awareness.      cause closer to a person’s      glucometer.
even to well-being itself                                         heart, or more relevant, than
(e.g., a glucose meter).         More interest in preventive      the well-being of loved ones.   A laptop brand gifting a hand-
                                 health care versus curative,                                     rest and stand to prevent
                                 for oneself and loved ones.      Brands across categories can    back and neck problems.
                                                                  play the Good Samaritan by
                                 More interest in standing out:   changing the paradigm of        An auto brand that has
                                 People want to gift              gifting itself.                 ergonomically designed seats
                                 something different rather                                       that prevent backache.
                                 than recycle the same old
                                 things, because a gift says a                                    An alcohol brand partnering
                                 lot about the giver.                                             with a car rental company to
                                                                                                  organize free after-party
                                                                                                  drop-offs.




53
BRAIN- AND BEAUTY-
        BOOSTING NUTRITION
       The Trend                     The Drivers                     The Potential                       Imagine …
With nutrition taking center    A shift toward seeing food as    As India catches up to           An Ayurvedic knowledge
stage in preventive health      more than just sustenance.       markets such as Japan,           transfer to the global beauty
care, nutritional supplements                                    Europe and the U.S.—which        marketplace—multinational
and fortified foods and         A shift toward preventive        have driven the growth of        players entering India,
beverages will proliferate.     therapies.                       nutraceuticals—the lines         looking to diversify their
The focus will be on                                             between pharmaceuticals,         natural solutions portfolios.
enhancing and preserving        Increasing media awareness       nutrition and personal care
cognitive health (for senior    of the foods and ingredients     will continue to blur. Greater   India’s belief in mind-body
citizens and children) and      that can enhance beauty/         awareness of the effect of       connection finding expression
beauty (for the 35-49           brain power.                     nutrition on beauty and          in everything from beverages
cohort).                                                         cognitive health will prompt     to shoes. As this trend ramps
                                More R&D focused on              more collaboration among         up, watch for more brands
The total market for            nutraceuticals, plus growth in   brands in these categories.      like Biotique, whose food and
nutraceuticals in India,        Ayurvedic and other natural                                       personal care items are based
valued at INR 44bn, is          remedies.                        Commodities will get             on traditional Ayurvedic
growing by 21 percent                                            branded, fortified.              principles.
annually, according to a 2009   Ongoing emphasis on
report from Netscribes          intelligence, competition and
(India).                        learning as a means to climb
                                the social strata. Explosive
                                growth of education industry.

                                Rising disposable income and
                                an increase in health care
                                spending.
54
HAMPER
         PAMPER
       The Trend                        The Drivers                   The Potential                          Imagine …
As Indian consumers grow          Rising affluence and more       Across categories, brands          Infusing luxury into everyday
increasingly affluent, they       disposable income.              have opportunities to              experiences (banking, retail,
are seeking world-class                                           introduce high-value luxury        etc.).
luxuries—they believe they        Since they have strived hard    items that satisfy affluent
deserve the best. The value       to get where they are,          Indians’ need to pamper            Dedicated luxury shopping
equation is no longer simple,     affluent Indians believe they   themselves. But luxury must        areas and neighborhoods, like
as factors like image, world-     deserve the best for            move from just a purchase to       Fifth Avenue in New York and
class, premium, cool, etc.,       themselves. Aspirational        an experience; otherwise,          Rodeo Drive in Los Angeles.
come to play a more               products have a heightened      high-end consumers will
important role.                   appeal.                         continue to buy overseas,
                                                                  driven by a less-than-stellar
Currently worth around $3         The traditional Indian          shopping experience and high
billion a year, the premium-      mentality of saving for         luxury duties.
goods industry in India is        tomorrow is no longer
expected to expand by 25-30       prevalent. People believe in
percent annually in the next      living to the fullest today.
five years.* India’s 120,000
dollar millionaires hold          Globalization: Global
roughly a third of the            exposure has opened a world
country’s gross national          of possibilities and
income, a figure that is rising   experiences to the consumer,
rapidly.**                        thereby raising aspirations.

                                  Increased competition and
                                  improved retail
                                  opportunities.
55                                                                    *Technopak Advisors **Capgemini and Merrill Lynch Wealth Management
IN CONCLUSION




        56




             Photo credits (clockwise from top left): Ashok666, boltron-, hfb, HazPhotos, Sistak, judepics
IN CONCLUSION
     Several factors—urban migration, the rise of the nuclear family,
     modernization, etc.—are changing relationship dynamics, from the
     adoption of friends as family to the continuation of single-type
     lifestyles post-marriage to delayed parenthood. With some
     modifications to products or communications, there is huge potential
     to reach and resonate with these growing consumer segments.

     The push-pull between modernity and tradition will become more
     exaggerated as the sin economy takes hold. Brands are in a unique
     position to help bridge the divide between new and old ways by
     showing how a liberalized Indian mind-set can be expressed within
     traditional cultural norms.

     As lifestyles get faster paced, health is becoming compromised. Taking
     lessons from the developed world, brands can help to counteract
     premature aging and head off lifestyle diseases by introducing more
     healthy alternatives.

                                                                IN CONCLUSION
THANK YOU




                                        58
Ann M. Mack                  Jessica A. Vaughn                                               JWT Enkay Centre, Block A, Udyog Vihar
Director of Trendspotting    Trend Strategist                                                Phase 5
JWT Worldwide                JWT Worldwide                                                   Gurgaon – 122016,
ann.mack@jwt.com             jessica.vaughn@jwt.com                                          Haryana, India.


WWW. JWT.COM | WWW.JWTINTELLIGENCE.COM | WWW.ANXIETYINDEX.COM


                                       © 2010 J. Walter Thompson Company. All Rights Reserved.

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Changing India: Trends for the Near Future (October 2010)

  • 1. CHANGING INDIA: TRENDS FOR THE NEAR FUTURE 1 OCTOBER 2010 Photo credits (clockwise from top left): Ashok666, boltron-, hfb, HazPhotos, Sistak, judepics
  • 2. WHAT WE’LL COVER Background and Methodology Trends in India Category-Specific Trends Flamily/Framily Snacking Holidays Married Singles Technology Is the New Signet Ring Delayed Parenthood Gifting Good Health Looking Forward—and Back Brain- and Beauty-Boosting Nutrition The Sin Economy Hamper Pamper Growing Older Younger In Conclusion
  • 3. BACKGROUND AND METHODOLOGY This presentation is based on a July 2010 trends workshop held in Goa with more than 20 planners from JWT India. It is based on secondary research and analysis conducted by the JWT India planners and the New York-based global trends team. BACKGROUND AND METHODOLOGY
  • 4. A DIVERSE COUNTRY India is big: • The seventh-largest country by geographical area • The world’s 11th-largest economy (in GDP terms) • The world’s second-most populous country, with 1.2 billion people • The world’s most populous democracy And unequivocally diverse: • India’s Constitution recognizes 18 major languages, and there are many hundreds of dialects. (Hindi is the official language, with English often used as a link language.) • At least six practicing religions • A wide range of regional styles in cuisine and dress • A geography of beaches, deserts and snow-covered peaks BACKGROUND AND METHODOLOGY
  • 5. CONSUMER FOCUS Because of India’s diversity, it’s hard to draw generalities across the population. This presentation focuses on one subset of the population: This consumer segment makes up about 3.4-7.5 percent of the population, from 34 million to 75 million people. BACKGROUND AND METHODOLOGY
  • 6. COMMON THEMES Trends don’t happen in isolation. They tend to intersect and work in tandem with each other. Here you’ll see common themes that are driving a change in relationship dynamics, moral conduct, consumption patterns and overall lifestyle in India, chief among them: The rise of the nuclear family Delayed marriages Urban migration Increased connectivity Globalization/Westernization Modernization Growing affluence Higher stress BACKGROUND AND METHODOLOGY
  • 7. TRENDS IN INDIA 7 Photo credits (clockwise from top left): Ashok666, boltron-, hfb, HazPhotos, Sistak, judepics
  • 8. FLAMILY/ FRAMILY 8 Photo credits (clockwise from top left): Ashok666, Pedro Kwezi, sanchom, Pedro Kwezi
  • 9. THE TREND As students, single working men/women and young families migrate from their homes and safe circle of family to urban areas, they are filling emotional and physical voids by forming surrogate families with flatmates and friends. FLAMILY/FRAMILY
  • 10. THE DRIVERS • Migration, largely because good jobs and education are concentrated in a few urban areas. • The rise of the nuclear family and decline of the extended family, which has led to greater dependence on external support systems. • The trend toward delaying marriage—between 1971 and 2001, the average age of first marriage among Indian men rose from 22.7 to 24.8; for women it increased from 17.7 to 20.2. • Financial constraints (flat sharing makes accommodation affordable): Young Indians migrating from B and C towns are less financially secure and looking to share expenses. • Emotional constraints (flocking creates security): Away from their own culture and family and exposed to the vices of city life—which can feed insecurity—people create a circle of trust via friends. • Demanding jobs, which leave little time for the biological family. It’s easier to connect with people with similar lifestyles. • Technology, which is helping people stay connected with friends (if you’re at home, you’re on Facebook or other social networks with your friends). FLAMILY/FRAMILY
  • 11. FAMILY VS. FRIENDS* FAMILY FRIENDS With families scattered in different cities Reliance on friends grows. and countries, sibling and parental ties weaken. Families can be judgmental, inhibiting. Friends respect your independence, individualism more. Family relationships can be hierarchical, Friendships offer more liberating, guilt-free weighed down by baggage of old feuds and relationships. quarrels. 21st-century lifestyles of young urbanites Friends can be more understanding, have widened the communication gap with supportive. parents. Long hours at work, commuting leave less It’s easier to socialize with friends at the time for family. workplace. * The Circle of Frisson, Outlook India, June 25, 2007 FLAMILY/FRAMILY
  • 12. POP CULTURE CUES Salaam Namaste is a 2005 Bollywood film about two young Roomies, which premiered in July, is a Indians who meet while working Chanel [V] series about five young Wake Up Sid is a 2009 romantic comedy in Melbourne. They decide to friends sharing a house. They help each that follows the coming of age of the move in together without other deal with career choices, dating spoiled, carefree son of a wealthy formally tying the knot. dilemmas and other modern-day issues businessman. for this demographic. This 2009 comedy hit focuses on the adventures of three roommates in a hostel at the Imperial College of Engineering. It is the highest- grossing Bollywood film in India. Airing in the major cities, international TV shows like Friends and Sex and the City also depict friends as family. FLAMILY/FRAMILY
  • 13. MARKETING TO FRIENDS AS FAMILY Marketers are realizing that this generation needs all the basic products and services that the erstwhile joint family would need. Typical traits of this cohort include: They are time-crunched (easy-to-make and ready-to-eat packaged food, quick-service home deliveries, meal- combo packs) Communications for Airtel’s Special 5—a feature that allows customers to stay in They find it difficult to juggle their work, social lives and touch with five other subscribers at low rates—center around friends, not family. health (debit-credit lifestyle products, such as energy In this commercial, a schoolgirl plays drinks, fortified functional foods, etc.) with a paper boat; her five special friends rescue her boat when rain Their lifestyle needs are functional (compact utilitarian threatens its voyage. furniture) FLAMILY/FRAMILY
  • 14. THE POTENTIAL The products that currently cater to the flamily/framily are marketed under a broader umbrella of young India’s changing lifestyles. With some modifications to products or communications, there is huge potential to reach and resonate with this growing consumer segment. FLAMILY/FRAMILY
  • 15. IMAGINE … Maggi Twin pack, advertised as the ―Flatmate Pack‖—a What about television that A flat-share fridge that has four minor change in packaging provides user profiles when you with the same Maggi inside. doors with four keys. Now you turn it on, like Xbox or PS3? My don’t have to ask, ―Who ate my favorite channels and programs cheese?‖ need not be my friend’s favorites. Virgin, which targets young consumers, could offer Flatmate Credit/Friends Credit, allowing customers to loan some of their balance to friends without being charged by the service provider. FLAMILY/FRAMILY
  • 16. IMAGINE … Most young singles living together have colorful, imaginative flats. Why do white goods have to be boring white or dull gray? Why not a fridge with a giant Bob Marley motif? Or a washing machine with marble-effect coloring? Furniture and home living companies have not woken up to the flamily. They could use their significant retail space in malls to create sections for flat sharing that offer affordable but stylish designs made out of recycled or natural material. How about ―flatmate health insurance‖ as a bundling technique? Everybody pools in for the premium, as they are far from home and may not be ready to spend thousands of rupees for modern health care in case of an emergency. FLAMILY/FRAMILY
  • 17. MARRIED SINGLES 17 Photo credit: boltron-
  • 18. THE TREND More and more couples are retaining or trying to retain their ―single‖ identity and lifestyle. With spouses maintaining separate rooms, bathrooms, cars and/or TVs, and shopping, socializing and traveling with friends rather than their spouse, it’s almost like two single people living together. MARRIED SINGLES
  • 19. THE DRIVERS • The trend toward delayed marriages: People are finding it difficult to surrender the ―space‖ they’ve become accustomed to. • The rise of the nuclear family and decline of the extended family (in the extended family setup, it’s less likely that the couple would live independent lives). • Dual-income households: With both spouses working, it’s more difficult to carve out time to spend together. • Increased prosperity: Spouses have more resources with which to maintain two independent lifestyles under one roof. • Increased connectivity: The Internet and mobile phones give people always-on connectivity to the ―single‖ world even when they’re at home. MARRIED SINGLES
  • 20. TILL OUR “SINGLE” WAYS DO US PART Till death do us part seems an obsolete concept. Now even vacations are enough reason for urban couples to part ways. Deanne Pandey parties often without Take, for example, Nilanjan and Sharmistha Roy of Kolkata. Chikki, her husband, because he hates [They] always part ways during vacation times, simply because partying and would rather be home with they have different tastes and preferences. … Sharmistha heads the kids. In fact, after each of her babies, to her elder sister’s home in Bangalore where she can spend she took a break and went out for a small some time with her maternal family. Nilanjan, on the other holiday with friends and Chikki stayed home hand, would be joining his office colleagues for a hiking with the kids. Does this cause any rancor expedition to the Himalayas. between them? She doesn’t feel so. —―Till Holidays Do Us Part,‖ The Tribune, June 19, 2010 —―Of the Rocking Parties Alone and the Shaking Relationships,‖ MeriNews, Oct. 21, 2007 This couple’s other space frontiers include separate bathrooms and separate suitcases. After four years together, they’ve worked out all the details. He loves playing cricket on Saturdays so she does her own thing; every time she wants the house to herself for a girls’ night in, he makes alternative plans. Like with most things in a relationship, there are no rights or wrongs, just what works for you. —―Space, the Final (Couples) Frontier,‖ LiveMint.com, June 18, 2010 MARRIED SINGLES
  • 21. TIMES OF INDIA CELEBRATES INDEPENDENCE IN MARRIAGE Many educated, independent-minded young people don’t want to compromise their beliefs and lifestyle when they marry. In response, Times of India introduced ―Equality Matrimonials‖ to its Sunday matrimonial classifieds, declaring: ―This space … regards marriage as a true partnership placing both people on an equal footing.‖ An Equality Marriage Manifesto includes the provision that ―Personal preferences, including those related to dress, food and hobbies, will be respected, with no pressure from in-laws or relatives.‖ And one ad targeting women asks, ―Does hello to marriage mean goodbye to life as you know it?‖ MARRIED SINGLES
  • 22. THE POTENTIAL The tendency to maintain two lifestyles within one marriage will create more demand—two cars, two TVs, etc. Individuality/freedom/choice will emerge as areas around which brands can have conversations (i.e., brands that offer more ―me time‖). On the flip side, brands can help the independent-minded become accustomed to the compromises that come with couplehood. Marketers can find ways of facilitating those relationships, bringing the married couple closer together. MARRIED SINGLES
  • 23. IMAGINE … Innovations around ―his‖ and ―her‖ variants of TVs, automobiles, bank accounts, gym memberships, etc. Holiday packages that celebrate continued ―singlehood,‖ where each spouse can travel with his/her own friends. Household cleaning brands that speak to a more equitable division of labor within the home. Male/female TV channels. Classes for things typically male/female—fixing the car, commando training, cooking, stitching. MARRIED SINGLES
  • 24. DELAYED PARENTHOOD 24 Photo credit: hfb
  • 25. THE TREND Most urban couples are deferring kids from the first year of marriage to two to four years post-marriage. DELAYED PARENTHOOD
  • 26. THE DRIVERS • The rise of the nuclear family: Young couples are moving away from the traditional extended-family setup and the expectations and pressures that go with it. • Perfect lives: Set up as a nuclear family, newlyweds are enjoying their couplehood and the fruits of Double Income No Kids; they want to prolong a lifestyle that will inevitably change once a baby arrives. • Reduced parental influence: With the rise of nuclear families and more couples living in different cities than their parents, familial pressure is limited to that once-a-week phone call. • Delayed responsibility: The couple can continue to act almost as if they are still single rather than live the conventional married lifestyle (see Married Singles). • Birth control: Couples are more aware of their options, thanks to the government’s aggressive family-planning campaign, as well as wider availability of birth control. • Body beautiful: Today it’s not enough to look good until marriage; you want to maintain your looks for life. Women don’t want to lose the body they’ve worked hard to achieve. DELAYED PARENTHOOD
  • 27. THE POTENTIAL With the phase between marriage and parenthood getting longer, couples have more discretionary income—especially if both spouses are working— and more reasons to splurge on each other. The couple are still in lovers mode, as opposed to providers. They’re discovering each other and finding new dimensions of their union, especially in the case of arranged marriages. Brands can connect by portraying them as such. With parenthood delayed, it is that much more revered, and the couple likely has more money than their earlier counterparts. So when the baby does come, parents are prone to spend more on the new arrival. There is an opportunity to dramatize and romanticize the first pregnancy even more and to add luxury to every step of this pregnancy. DELAYED PARENTHOOD
  • 28. IMAGINE … Second honeymoons Couples-only events/trips/retreats First-anniversary celebrations (jewelry brands/luxury brands) Catering to everything around the baby: fashion, accessories, new gadgets to help mother and baby Fashion-forward maternity clothing, as seen with offerings from FabIndia and U.K.-based Mothercare, which has outlets in India. Products addressing the health needs of the older mother DELAYED PARENTHOOD
  • 29. LOOKING FORWARD— AND BACK 29 Photo credits: Shannon Clark
  • 30. THE TREND With one foot firmly rooted in tradition and the other springboarding into modernity, India is teetering between two mind-sets. As the rush toward modernization drives forward, each proceeding generation experiences a dilution or loss of heritage when it comes to language, rituals, food, entertainment, dress, values, beliefs and so on. As a result, age-old practices and ways of being are acquiring a new luster among those wishing to reconnect with India’s rich cultural traditions. This is a maturing trend. LOOKING FORWARD—AND BACK
  • 31. THE DRIVERS • More nuclear families: With only two generations living under one roof, there are fewer elders around to teach the next generation rituals and traditions. • More mixed marriages: When each parent has a different set of regional traditions, either one or both of these gets lost. (For example, parents are often multilingual, while children typically speak only one language well—the one they’re taught in school.) • Dual-income households: With both spouses working, there’s less time to pass on traditions and skills. • Migration: More people are moving to mass centers of homogenization, where their day-to-day lives lack exposure to their traditional culture and they begin to adopt the ways of those around them. • Globalization: This brings increased choices and media exposure to global products. LOOKING FORWARD—AND BACK
  • 32. WESTERN PUSH INDIAN PULL WEST VS. English-language instruction has grown five-fold over the EAST last 15 years into an $11-20 million industry, according to The Wall Street Journal. And last year The Times of India reported that Mumbai schools, noted for their Marathi language education, have seen a drop in enrollment for instruction in the mother tongue; According to The Financial Express, ―the number of instead, English has steadily gained popularity. regional channels [grew] from 114 in 2008 to 135 in 2009. In comparison, only three new Hindi GECs (general entertainment channels) were added during the same period." A slew of animated children’s The sari is falling out of favor with shows based on Hindu mythology young women across India. According to has been popping up after a 20- a 2009 Time article, Kanjeevaram year dearth of such programming. weavers, famous for their silk saris, But today’s animated gods don’t sold $12 million worth of saris in 2008, just fight demons, they snowboard down from $40 million in 2004. and play ice-hockey. According to livemint.com, these shows outrank traditional Western favorites such as Tom and Jerry and Popeye. LOOKING FORWARD—AND BACK
  • 33. BRANDS BRIDGING THE GAP? These products and services (both homegrown and Western) celebrate Indian tradition while integrating elements of modernity—such as prepackaged or fast foods suited to a fast-paced urban lifestyle—and a liberalized Indian mind-set. Domino’s offers a Fashion designer Anita Dongre’s Global Desi and range of pizzas In February 2010, McCain iinter-pret labels fuse Indian and Western elements, inspired by Indian launched Masala Fries, a incorporating traditional cuts, colors and patterns flavors and dishes. typical French fry with Masala into Western looks. seasoning. When McDonald’s entered India in 1996, it replaced its trademark beef burger with the Aloo McTikki sandwich, a ―Kitchens of India recreates the forgotten variation on the potato-based delicacies of a bygone era, when Maharajas Indian dish. ruled the land and cooking was an art perfected by few. Every Kitchens of India recipe has been developed and perfected by Tanishq, a well-known jewelry brand, is the Master Chefs of ITC’s award-winning lightheartedly tackling the new dynamic gourmet restaurants, renowned for their between parents—the traditional matchmakers— delectable and authentic Indian cuisine.‖ and their more modern daughters. In this TV (Company website.) spot, the lure of lavish wedding jewelry helps open a daughter’s mind to the prospect of meeting a match. LOOKING FORWARD—AND BACK
  • 34. BRANDS BRIDGING THE GAP & TAKING A LEAP FORWARD Recently, brands have been taking this a step further, creating products that pay homage to regional differences across India. Future Group recently launched the Ektaa brand of food products, designed to cater to Introduced in 1999, Kurkure, a Cheetos-like snack adapted the range of tastes and preferences across to local tastes, ―helped create a bridge category between India. The first line consists of five varieties Indian namkeens [snacks] and Western offerings like potato of rice from various Indian states. chips [and cheese balls],‖ says Deepika Warrier, marketing director for PepsiCo Holdings India. Earlier this year, the brand launched three flavors based on regional spices. LOOKING FORWARD—AND BACK
  • 35. THE POTENTIAL As Eastern and Western cultures continue to blend, there’s appeal in marketing messages that ramp up tradition and nostalgia, painting the past with images of purity and glorifying an uncorrupted culture. By closely aligning themselves with cultural roots and explaining regional origins, brands can become an extension of traditional communities— passing on cultural histories to the next generation. It’s unlikely the Western way of life will completely replace Indian tradition. Instead, we’ll have a redefinition of what it means to be Indian in today’s globalized world. Brands are in a unique position to help bridge the divide between new and old ways by showing how a liberalized Indian mind-set can be expressed within traditional cultural norms. LOOKING FORWARD—AND BACK
  • 36. IMAGINE … In addition to playing up local or regional heritage in ready-to-eat packaged foods or clothing, brands can leverage this trend in other ways: Financial brands based on the Indian culture of savings, debit/credit Courses to teach traditions (rituals, dance, cooking, etc.) Literature, games, entertainment infused with tradition LOOKING FORWARD—AND BACK
  • 37. SIN-ECONOMY 37 Photo credit: Sistak
  • 38. THE TREND Indians have traditionally adhered to a set of deeply ingrained values revolving around fairness, family and religion. This sense of morality has been propagated by and reflected in literature, cinema and television. But in recent years, the social system of checks and balances has started coming undone. As people break free from the culture of self-restraint, they are breaking longstanding taboos. Vice is nice, and indulgence is out of the closet. This shift isn’t simply about overeating, it’s about eating beef. This trend is maturing among media outlets and consumers but emerging among brands. SIN-ECONOMY
  • 39. THE DRIVERS • More flexible religious interpretation: As the reins of religion are loosened, so too are ideas about what’s right and wrong. • Urban migration: Living away from their family and community, people are free from the restrictions and judgments traditionally placed on them. • Access to global media and technology: While Indian media once emphasized adherence to strict moral guidelines, it now mirrors the racier themes featured in Western media. • More disposable income: Where past generations would have focused on building up savings, the lifestyles of today’s upwardly mobile middle-class Indians are focused around entertainment, pleasure and self-indulgence. • A more competitive generation: Having grown up in an economically strong and liberalized India, the youngest generation is very competitive. They’ve seen new opportunities open up, and there’s a strong desire to seize them—to get ahead at all costs. SIN-ECONOMY
  • 40. SIN TAKES HOLD The Indian market for beer, wine and spirits grew by 84 percent between 2004 and 2009, from 1,781.8 million liters to 3,276.6 million liters, according to a December 2009 Euromonitor International report. In an upcoming reality show on MTV India, Eristoff Male Fantasy 101, four young guys will be showered with hot women, flashy cars, Gambling is highly regulated in India, and illegal gambling is big business (an estimated a swanky pad, VIP access to exclusive clubs $40 billion industry). The first legally sanctioned casino opened in Goa in 2001, and at and more as they live out their fantasies and least six more have followed. In 2009 Sikkim became the second Indian state to allow compete to win tickets to an Eristoff vodka casinos and in May 2010 the first to allow sports betting beyond horse races. Despite party in an exotic international locale. This attempts to draw international gamblers, ―Indians are the spenders,‖ an exec from follows on the heels of popular MTV shows Highstreet Cruises and Entertainment told the BBC in July. such as Splitsvilla and MTV Roadies. Despite a ban on the sale of tobacco products to minors, the Global Youth Tobacco Survey found the percentage of Ads for watch and accessory brand Titan Indian tobacco users aged 13-15 was at 22 Fast Track feature youth shamelessly percent among males and 9.6 percent among flaunting their ability to move from one females last year. The World Health romantic interest to the next, lying and Organization predicts tobacco-related deaths cheating in the process. The message: It’s will rise to 13.3 percent of all deaths by cool to ―move on.‖ 2020, from 1.4 percent in 1990. SIN-ECONOMY
  • 41. THE POTENTIAL Conversation about what was long considered taboo is becoming mainstream. As segments of Indian society move from repression to expression, the sin economy is a symbol of all that’s new, experimental and exciting in this world of seemingly infinite opportunity. Not surprisingly, sin categories are already leveraging this trend. The next challenge for brands is finding ways to make ―good‖ more intelligent and edgy. How can brands inject some sin into non-sin categories, making the good feel indulgent through new product development or brand communications? SIN-ECONOMY
  • 42. IMAGINE … Sin holidays Indulgent rewards (e.g., a candy bar positioned as a sinful midday treat) Apparel and accessory makers adding items that loosen up conservative looks, allowing people to add a gently provocative note without leaving their comfort zone SIN-ECONOMY
  • 43. GROWING OLDER YOUNGER 43 Photo credit: HazPhotos
  • 44. THE TREND The modern and hyper-hectic lifestyles of today’s twenty- and thirtysomethings are affecting their mental and physical health. They are aging faster, facing physical ailments and mental fatigue normally associated with older generations. GROWING OLDER YOUNGER
  • 45. THE DRIVERS • More sedentary lifestyles: With jobs that are largely desk-based, more people using cars for transportation and a high penetration of consumer durables/appliances, this cohort is less physically active. • Poor sleeping habits: A result of longer and more erratic work hours. • Poor eating habits: As a population ascends the socioeconomic ladder, convenience and fast foods become more accepted and intake of sugar and fats increases. At the same time, food consumption patterns are becoming more irregular. • More stress: Pressure to achieve and perform is taking a toll on mental well-being. More time spent commuting in traffic is exhausting for mind and body. GROWING OLDER YOUNGER
  • 46. THE FACTS • Incidence of obesity, hypertension, heart disease and other lifestyle diseases is increasing at an alarming rate and occurring at earlier ages. An estimated 40.9 India accounts for 60 percent of heart disease patients worldwide. million Indians suffer from diabetes, the The major causes of heart disease: tobacco use, physical inactivity and an unhealthy diet often linked to that of the developed world. highest number in the world.*** A genetic mutation that puts people at greater risk of heart disease affects 4 percent of Indians vs. 1 percent of the world’s overall population.* Approximately 30 More than a third of Indians age 35 to 64 are at risk of heart disease, vs. 12 percent of million Indians are Americans in the same age cohort.** obese.**** * CNN, April 2009 ** Cardiologist Dr. Naresh Trehan *** Global Health Progress: Innovative Solutions to Improving Health in India, 2010 **** National Family Health Survey, July 2010 GROWING OLDER YOUNGER
  • 47. GETTING SICKER YOUNGER Forecasting the prevalence rate (%) of coronary heart disease (CHD) in India Estimated mortality from coronary heart disease (CHD) Source:NCMH Background Papers—Burden of Disease in India (New Delhi, GROWING OLDER YOUNGER India), September 2005
  • 48. THE POTENTIAL Taking lessons from the developed world, brands can help to counteract premature aging and head off lifestyle diseases by introducing more healthy alternatives. (This will inevitably work to their advantage, as lifestyle diseases could ultimately be linked to the consumption of their products.) Brands can offer services that help people unwind, relax and rejuvenate. GROWING OLDER YOUNGER
  • 49. IMAGINE … More fast food and packaged goods brands preemptively introducing healthier and more natural alternatives, as they’re now doing in the West, before they’re accused of aiding and abetting unhealthy lifestyles. Food and beverage brands developing product lines that help thirty-somethings maintain more balanced diets. Pharma brands providing alternative medicines that help in de-stressing. More holiday resorts and spas catering to the need to turn back the clock. Gyms with sections for spas and mental health counseling. Wellness-themed homes Life skills coaching that provides tools to cope with high-performance situations. GROWING OLDER YOUNGER
  • 50. CATEGORY-SPECIFIC TRENDS 50 Photo credits (clockwise from top left): keithpr, courtneyBolton, clevercupcakes, Image Triangle India, SummerTomato
  • 51. SNACKING HOLIDAYS The Trend The Drivers The Potential Imagine … Snacking holidays—short More pressure: Work Beyond the travel, tourism Brand-sponsored ―no cooking breaks rather than regular schedules make it difficult to and associated categories, Sundays‖ or ―no studying holiday getaways—are gaining take a long leave. this trend has potential for Fridays‖ to provide a small popularity in tandem with the brands that provide escapism escape from routine. rapidly increasing pace of More budget airlines and at home or at work or those life. hotels to make trips that offer unplanned and/or Bite-sizing going beyond just affordable. bite-sized rewards or holiday bookings: ―snacking experiments. degrees‖ (e.g., a two-week A counter to the daily slog: filmmaking course), three- Snacking acts as a mood lifter month car leases, try-before and reward, and a way to you-buy schemes, etc. beat monotony. Food and beverage brands Social capital: Snacking developing new flavors to holidays provide some social reflect broadening tastes and currency. cultural experiences. Greater interest in Brands sponsoring tech experimenting: People can platforms for sharing holiday try out a new destination or photos/experiences. activity without having to commit to a full week or In fashion and home décor, two. brands offering more ―escapist‖ colors (cool neutrals). 51
  • 52. TECHNOLOGY IS THE NEW SIGNET RING The Trend The Drivers The Potential Imagine … The class system is being The rise of the IT industry in As more people start carrying FMCG brands appropriating reorganized, with techno- India and image of the technology for its symbolic technology values or mavens sitting at the top. Technocrat. rather than its functional increasing the ―techiness‖ of Flaunting and mastering value, technology that can be their design and packaging to technology are the new signs The increased penetration of flashed or displayed will stay aspirational. of status. and opportunities created by benefit. mobile telephony. More collaborations with tech Acquiring and then mastering Since technology can have a brands (think Nike+). technology, its complexity Techno bling: The rise of and democratizing effect, luxury and its everyday evolution is increased access to techno- technology will serve as a Skins on household the logical extension of cool products. way to separate the masses electronics. India’s focus on math and from the elite—for example, science mastery. Film stars and the global Vertu phones and high-end Creative markers of elite media glorifying new music and home theater status—i.e. making the technology accessories, systems. latest, greatest gadget making them a symbol of available by invitation only. success. We may see a shift in emphasis in India from IT Family trees: ―Other leaders services to manufacturing who have bought this product technology/tech products think this or have bought that and consumer technology. …‖ Using technology for altruism as the ultimate sign of supremacy. 52
  • 53. GIFTING GOOD HEALTH The Trend The Drivers The Potential Imagine … Gifting is moving from giving A larger ―urban Robin Hood‖ Brands can build consumer A bra brand gifting a free products (perfumes, trend—the desire to do good connections at a far deeper checkup for breast cancer. chocolates, jewelry, etc.) to for others and for society. level by hitching themselves experiences (day at the spa, to a cause. And there is no A sugar brand offering a tickets to an event, etc.) and Increased health awareness. cause closer to a person’s glucometer. even to well-being itself heart, or more relevant, than (e.g., a glucose meter). More interest in preventive the well-being of loved ones. A laptop brand gifting a hand- health care versus curative, rest and stand to prevent for oneself and loved ones. Brands across categories can back and neck problems. play the Good Samaritan by More interest in standing out: changing the paradigm of An auto brand that has People want to gift gifting itself. ergonomically designed seats something different rather that prevent backache. than recycle the same old things, because a gift says a An alcohol brand partnering lot about the giver. with a car rental company to organize free after-party drop-offs. 53
  • 54. BRAIN- AND BEAUTY- BOOSTING NUTRITION The Trend The Drivers The Potential Imagine … With nutrition taking center A shift toward seeing food as As India catches up to An Ayurvedic knowledge stage in preventive health more than just sustenance. markets such as Japan, transfer to the global beauty care, nutritional supplements Europe and the U.S.—which marketplace—multinational and fortified foods and A shift toward preventive have driven the growth of players entering India, beverages will proliferate. therapies. nutraceuticals—the lines looking to diversify their The focus will be on between pharmaceuticals, natural solutions portfolios. enhancing and preserving Increasing media awareness nutrition and personal care cognitive health (for senior of the foods and ingredients will continue to blur. Greater India’s belief in mind-body citizens and children) and that can enhance beauty/ awareness of the effect of connection finding expression beauty (for the 35-49 brain power. nutrition on beauty and in everything from beverages cohort). cognitive health will prompt to shoes. As this trend ramps More R&D focused on more collaboration among up, watch for more brands The total market for nutraceuticals, plus growth in brands in these categories. like Biotique, whose food and nutraceuticals in India, Ayurvedic and other natural personal care items are based valued at INR 44bn, is remedies. Commodities will get on traditional Ayurvedic growing by 21 percent branded, fortified. principles. annually, according to a 2009 Ongoing emphasis on report from Netscribes intelligence, competition and (India). learning as a means to climb the social strata. Explosive growth of education industry. Rising disposable income and an increase in health care spending. 54
  • 55. HAMPER PAMPER The Trend The Drivers The Potential Imagine … As Indian consumers grow Rising affluence and more Across categories, brands Infusing luxury into everyday increasingly affluent, they disposable income. have opportunities to experiences (banking, retail, are seeking world-class introduce high-value luxury etc.). luxuries—they believe they Since they have strived hard items that satisfy affluent deserve the best. The value to get where they are, Indians’ need to pamper Dedicated luxury shopping equation is no longer simple, affluent Indians believe they themselves. But luxury must areas and neighborhoods, like as factors like image, world- deserve the best for move from just a purchase to Fifth Avenue in New York and class, premium, cool, etc., themselves. Aspirational an experience; otherwise, Rodeo Drive in Los Angeles. come to play a more products have a heightened high-end consumers will important role. appeal. continue to buy overseas, driven by a less-than-stellar Currently worth around $3 The traditional Indian shopping experience and high billion a year, the premium- mentality of saving for luxury duties. goods industry in India is tomorrow is no longer expected to expand by 25-30 prevalent. People believe in percent annually in the next living to the fullest today. five years.* India’s 120,000 dollar millionaires hold Globalization: Global roughly a third of the exposure has opened a world country’s gross national of possibilities and income, a figure that is rising experiences to the consumer, rapidly.** thereby raising aspirations. Increased competition and improved retail opportunities. 55 *Technopak Advisors **Capgemini and Merrill Lynch Wealth Management
  • 56. IN CONCLUSION 56 Photo credits (clockwise from top left): Ashok666, boltron-, hfb, HazPhotos, Sistak, judepics
  • 57. IN CONCLUSION Several factors—urban migration, the rise of the nuclear family, modernization, etc.—are changing relationship dynamics, from the adoption of friends as family to the continuation of single-type lifestyles post-marriage to delayed parenthood. With some modifications to products or communications, there is huge potential to reach and resonate with these growing consumer segments. The push-pull between modernity and tradition will become more exaggerated as the sin economy takes hold. Brands are in a unique position to help bridge the divide between new and old ways by showing how a liberalized Indian mind-set can be expressed within traditional cultural norms. As lifestyles get faster paced, health is becoming compromised. Taking lessons from the developed world, brands can help to counteract premature aging and head off lifestyle diseases by introducing more healthy alternatives. IN CONCLUSION
  • 58. THANK YOU 58 Ann M. Mack Jessica A. Vaughn JWT Enkay Centre, Block A, Udyog Vihar Director of Trendspotting Trend Strategist Phase 5 JWT Worldwide JWT Worldwide Gurgaon – 122016, ann.mack@jwt.com jessica.vaughn@jwt.com Haryana, India. WWW. JWT.COM | WWW.JWTINTELLIGENCE.COM | WWW.ANXIETYINDEX.COM © 2010 J. Walter Thompson Company. All Rights Reserved.