The Gift of Covid-19 pandemic - More Playtime with Dad Sharing load of household chores with your partner (wife) Co parenting and Co working are becoming more evident – 91% of fathers think that they should also help a lending hand in household chores COVID has also transitioned “Spotlight on tomorrow” to “Spotlight on present”. Presently fathers are more stressed for their child's education than to focus on saving as in Pre-COVID times. Gifting and having feast at home amidst the pandemic restrictions are the new ways to connect and celebrate with your kids along with your own fathers – so it’s the bonding of generations - a grandfather – a father – a kid. The biggest lesson that the pandemic has taught us - the value of family life.

3. SURVEY METHODOLOGY
AGE
HOW
The study was conducted Online using our proprietary panel
Xcel-Online Surveys. Xcel-Online Surveys is an actively managed
panel recruited mainly on web and a portion substantiated with
phone and in-person for hard to reach audience. The panel is
recruited and managed in-house by a dedicated team of
specialists from online and technology areas.
71
20
9
25 - 35 yrs
36 – 45 yrs
46 – 55 years
WHY
The study was conducted across 6 metro
cities from all the 4 zones. A total of 500
sample was covered across 4 zones.
WHERE
The present pandemic situation has got
ripple effect into everybody’s life. There is
New normal in everybody’s life. Life has
changed since 2000 on how we work, how
we behave, how we think and last but not
the least how we are coping up with this
new normal
On the eve of Father’s Day - Market Xcel
have undertaken this research to
understand how the role of dads are
changing more during this pandemic time
than any other period

4. The Gift of Covid-19 pandemic -
• More Playtime with Dad
• Sharing load of household chores with your partner (wife)
• Co parenting and Co working are becoming more evident – 91% of fathers think that they should also help a
lending hand in household chores
• COVID has also transitioned “Spotlight on tomorrow” to “Spotlight on present”. Presently fathers are more
stressed for their child's education than to focus on saving as in Pre-COVID times.
• Gifting and having feast at home amidst the pandemic restrictions are the new ways to connect and celebrate
with your kids along with your own fathers – so it’s the bonding of generations - a grandfather – a father – a
kid. The biggest lesson that the pandemic has taught us - the value of family life.
SUMMARY

5. 77% Of Vaccinated Respondents Plans To Celebrate Fathers Day
56%
26%
25%
20%
51%
58
%
Sharing a meal at-home
Giving gift
Spending time
With family across generations
Calling or video chat
Ordering food online
Going out to eat or drink
Gifts for Fathers
Activities for Father’s Day
47
45
35
34
29
28
20
15
15
Electronics
Personal care
Apparel
Gift cards
Books/CDs
Sports goods
Home/gardening
Outdoor grill
Tools/appliances

6. WFH Father Sharing More HH Chores And Responsibilities
Survey highlight that in addition to day-to-day activities, Fathers also engage in household chores and
responsibilities along with children’s education and taking care of elderly family members
61% remote
working
Activities undertaken on a daily basis
Household
chores and
responsibilities
Taking care of
elderly family
members
Children’s education/
online classes
57% 52% 45%
72%
75%
61%
Average time spend on household chores and responsibilities have increased compared to
Pre-COVID
Average time spend on children’s education/online classes have increased compared to Pre-
COVID
Average time spend on taking care of elderly family members have increased
compared to Pre-COVID

7. CHANGE IN MOMENTUM OF ACTIVITIES
91% of the father
interviewed think that
a father should also
engage and share the
burden of the
household activities…
93% of these
fathers are involved in
household activities
Household
chores like
doing the
dishes
49%
Household chores
like doing the
laundry
Meal
preparation
Other housework chores
like grocery shopping,
cleaning etc.
Taking care of child when sick, helping child
with homework/online education and
spending more time with child
Pandemic re-evaluating Dad’s role - New responsibilities/ activities of Dad
51% 40% 54%
50%
Fathers are now more engaged in activities that they did not used to do before COVID like laundry, cleaning,
dishes, meal etc. and taking care of child’s education and spending more time with them

8. Fathers strongly agree to the Life Changes Imposed
By Pandemic
Helping child in their education and homework 59% 90%
Navigating the family workload with your partner is important 65% 89%
Spending more time with your child 55% 86%
Increasing father's involvement in childcare activities
58% 86%
Helping your partner in household activities 54% 86%
More involvement in child’s life is crucial 50% 84%
Shift in gender roles implying co-parenting 35% 74%
Top Box
Strongly agree
Top 2 Box
Strongly agree
+ Somewhat
agree

9. FATHER’s biggest fear with respect to their child is
lack of in-person learning and proper education!!!
Fear of my child’s education due to
lack of in-person learning, virtual
learning, and not being able to give
proper education
Fear of not being able to give provide
proper environment for child to grow
and losing out on social behavior and
civic sense
Fear of my child’s anxiety and
mental health adjusting to the
new normal
Fear of my child’s future due to
financial uncertainty
Fear of my child’s health effected
due to third wave of COVID
Fear of my child losing out on their
peers and friendship
42
%
19
%
14
%
13
%
11% 1%