New categories may emerge due to new technologies, unmet consumer needs, or obstacles faced by existing players. Sixteen trends are identified across sectors like automation, health and fitness, fashion, senior living, women's safety, education, and convenience foods. Emerging sectors could include e-retail brands, transportation and delivery services, telepresence technologies, 24/7 monitoring services, mobile banking, and combined entertainment complexes.

1. What's in it?
• Why do new categories emerge
• Basis of our prediction
• Broad trends as a thought starter
– Sixteen trends
– Probable new sectors?
• Format for reference

2. Triggers for a new category emergence
• Advent of new technology
• Sameness of the existing players
• Obstacles faced by consumers or existing players
• Unarticulated consumer needs

3. Predicting future
• Quantitative
– Advertising spends from sub-sectors
– New sectors in the advertising arena
• Qualitative
– Broader signals from consumer, technology, category, etc
– Capturing the ‘headlines’ that matters

4. sixteenSome things to watch out for

5. Old players doing newer things – ICICI Facebook Banking
New players showing newer horizons – Payzippy, Biticoin

6. Automation industry in India growing @20%
Robots usage in automobile and retail sectors
Multilevel car parking in residences
Increased use of mobile phones and tablets
driving the smart living systems

7. Health and fitness tracking apps are one of the most talked app
categories and the market would be worth $ 20.7 B by 2018
the consumer requires to multitask, which gets easier
and convenient through wearable gadgets

8. Youngsters not shy of being casually dressed anymore, even to work & college
Scooter styling has made it a fashion statement with unisex slant
Cars having aerodynamic designs in vibrant colors are the hot sellers
Sporty, sturdy and casual look becoming all pervasive

9. New segment with huge spending power, expected to grow at 12.4% in 2016
Productive ageing happening with better retirement
planning and increase in retirement age
Dignity living enabled through the growing assisted living
sector for seniors
Elders seeking digital connectivity to fulfil aspirations and
stay connected with family and friends

10. MNC’s setting up women led
committees having 50% women,
hotlines and workshops to curb
harassment at the workplace
Various IT initiatives – safety apps
and mob devices with SOS button
Rs 1000 cr Nirbhaya fund
increasing initiatives to create a
safer environment for women and
building a responsible male society

11. Effect of globalization is now prominently visible in the
changing Indian educational landscape; from
Internationalised education to smart schools
There are 197 schools in India offering a Cambridge education
while 99 others impart the Geneva –imported IB program
Premium institutes providing online classrooms through video
lectures, virtual hangouts…

12. ‘Quick and on the go’ lifestyle due to fast paced urbanisation, rising nuclear families,
steady growth in incomes and modern retail trade
The new generation of Indian convenience foods with
‘freezer to the plate’ convenience and time saving proposition
Cold chain industry which maintains the shelf life of food booming too
Fuelling QSR growth

13. Local brands are all the rage now, especially for consumers from metros
Gourmet & organic wave with the growing farm-to-table concept in premium segment
Materials and patterns inspired from various regions in India
Architects’ new fetish for locally available materials

14. Kotak Mahindra launches savings account for
children, recurring deposit
Two out of three parents in India ask their kids
opinion before any purchase
Online campaign for kids to donate to their
less privileged peers
Little adults (7-15 years) have emerged as an equal
decision makers – they know what they want

15. Luxury brands focussing the rich of small towns
25% of $1 B online sales come from Tier 2 cities
Apple wants to enter smaller Indian cities
Rurban Towns urbanising
increasing exposure and affordability are driving demand from small towns

16. credibility from branding is now influencing politics and states. Besides
functionality, sensibilities are bending towards looks and style
Branding in fruits and vegetables by M&M under its Saboro brand
Branding of unorganised services and goods
CM UP – attempting to promote UP as IT hub

17. health bug
urban India’s food consumption patterns are
changing from being primarily driven by
basic foods to more ‘high value foods’
Dedicated website for health and
wellness products like
healthkart.com giving fitness guide
Shift towards health conscious
thinking, India becomes top
Herbalife (HLF) market
Residents keen on rooftop
vegetable gardens

18. lead – young – FORTIES
40 plus are becoming quite influencers today as they occupy
senior echelons – impacting their focus as consumers, leaders,
learners and workers
Segment that earns well - 27% of India is 40+
Cosmetic care targets grey hair consumer who have the paying capacity
Re-skill – Pursuing higher education - MBA
IAS leaving jobs to pursue corporate jobs
TITAN targets 40+ age group for its accessories

19. technology impacting human development
Gene coding
Personalised online shopping based
on buying patterns
Lifesciences and healthcare –whole
genome sequencing for prevention
and treatment of many diseases

20. Old adage ‘sports build character’ finds new
lease of life in popular culture
Puma encouraging holistic development of kids to
move from gaming to physical games
H&M drawing inspiration from comfort of sports
wear yet fashionable looking
Corporates running marathons for team building

21. future

22. ‘Ubiquity now, revenues later’ (URL Strategy)
• Living mantra of all social media & online aggregators.
• Hoping that in future either consumers will start paying for
their services or the ‘numbers’ of its consumers to garner
larger share of advertising pie
• What it means to us?
– Interlinking our products with these aggregators would help us in
neutralising their negotiating power with advertisers.
– Think newspaper (main edition and supplements) that is tightly
integrated with Facebook, LinkedIn, Pinterest, Twitter, etc
– May be an ‘Interactive News App’ fully integrated with other social
media aggregators could be an answer
– This could be a next logical step to ALIVE, plus this would also enable
us to monitor how our content is consumed.

23. Big Data & Algorithms
• Live data collection & algorithmic analysis is helping advertisers in
precision targeting
• Also over a period of time, these small data points take a shape of
BIG DATA on category and hence can be analysed and necessary
alterations can be done to the offering in real-time
• What it means to us?
– Data (or content) that we already have – monetizing the archives,
market/consumer research on culture, category, and real-estate
certification brand from magicbricks
– New sources of data that we can have – point-of –delivery (doorstep)
data capturing by hawkers through a dedicated BCCL device. This
would enable us to map our consumers (neighbourhood) and may be
would help in precision targeting, etc…… may be an Android based
inexpensive TOI tab (Amazon’s Kindle) or a wear-able device that
beams news/content/ad

24. New-age Philanthropy (not a charity)
• Silicon Valley’s techies are upbeat about solving world’s problem
through technology. With billions in their pocket, they have
changed the entire dynamics of philanthropy market
• A holy confluence of technology, money and management that
could absolve humanity from all its problems
– Also these big names, Gates, Buffet, Zuckerberg, etc., gave lot of credibility to
‘charity/NGO/Do-do’ category.
• What it means to us?
– Times Foundation could become a champion/platform for all the
individuals/entity in domain of social cause.
– Learning from Silicon Valley’s Techies’ Way – Collaborate with governmental
agencies to chart out solutions for social problems
– For BCCL – next big sector could be a focus on Public-Private Partnership or
PSU or International bodies like UN, WHO, etc.
– Why not a Brand Capital deal in Social sectors?

25. Scientists’ minting money
• Increasing corporations are funding or hiring scientists from
diverse fields in order to maintain their supremacy in their
categories
– This trend was started by Government agencies at the peak of cold-war, but
XEROX Corp, RAND, etc. made this as the core of their future-planning-
strategy
• What it means to us?
– Follow the WHITE COATS…. Keep a tab on the flow of funding (institutional/
individual) to areas of research. This would help us in identifying potential and
upcoming technology and hence business opportunity.... who would have
considered ‘Stem Cell’ as a business category just a decade before

26. Scientists’ minting money
• Advancement in ‘Medical Technology’ fuelled by research will
open up new sectors. As more and more people live longer,
the category of ‘Senior Care’ is to be watched out.
• Genetic labs are closer to decoding our DNA and this could
open doors for our patterns for intelligence, diseases,
aptitude etc., opening up totally new sectors
• Development of body parts – liver, heart, brain …from cell
culture is an invention worth millions.

27. Probable new sectors?
• E-Retailers will no longer be just aggregators of brands. They will come up (are
coming up) with the brands of their own
• And because of this, courier - transportation services are going to get a boost
• Telepresence/Videoconferencing/mobile conferencing –will surely catch up as the
technology evolves
• Traditional hospitality brands focus shifting to leisure travel & stay rather than
focus merely on corporate travel….
• 24x7 Monitoring – CCTV, Nanny-cams, etc. – security devices and companies
managing safety of property/people are going to be in demand more and more
• Telecom companies becoming finances companies handling data and services
rather than demanding VAS charges from customers
• Mobiles becoming bank branches - impacting real estate requirements across
• Excitement, fun, energy – cinema, fun park and shopping merging, may be
• Services - Stressful urban living will lead to action in categories like spirituality,
yoga, psychologist counselling, future prediction, etc.
• Energy drinks @ premium