"The India Consumer Universe gives a deeper profiling of how Indian consumers live in their regular lifestyle, including details about their location, economic status, psychographic profile, day-to-day lifestyle habits & preferences and their shopping orientation & preferences.
Beef and beyond- an empirical romanticization of current Indian politico econ...Amal K
Ban on sale of bovine animals for slaughter has been banned in India on 27th May 2017. Is it a politically motivated step by the current right wing Government as being argued by many in the political front or is it part of a larger agenda with deeper implications?? Is it an isolated move or is there a clear pattern in what we are witnessing in the political as well as economic spheres of the country over these years?? Have finance capital and certain powers controlling power centers across the globe imposing their decisions over us and we fail to see what is the real intention behind many happenings and policy decisions??
This document discusses the challenges facing urbanization in India and proposes solutions to improve quality of life in cities. It notes that while rural populations are decreasing, urban populations and the number of cities are growing rapidly. However, many Indian cities struggle with issues like lack of affordable housing, inefficient transportation systems, unreliable utilities, and inadequate social infrastructure. To address these problems, the document recommends strengthening urban governance, increasing investments in cities, reforming taxes and charges to increase municipal revenues, integrating land use and transport planning, and building management capacity at city levels. Overall, it argues that improving life in cities is critical for India's economic growth and poverty reduction goals.
The document discusses the importance of rural industrialization and entrepreneurship in India. It notes that over 70% of Indians live in rural areas and are dependent on agriculture for livelihood. Rural industries are important for generating local employment and utilizing resources. Some key types of rural industries mentioned include agro-based, forest-based, textiles, handicrafts, and services. Factors like low investment, use of traditional skills, and local raw materials make rural industries suitable. However, lack of infrastructure, financing, and skills pose challenges for rural entrepreneurship development.
Challenges of entrepreneurship development in rural area and business educationPrashant Arsul
The majority of the population lives in villages, the village is the back bone of the country and village industries play an important role in the national economy, particularly in the rural development. Rural entrepreneurship is not only important as a means of generating employment opportunities in the rural areas with low capital cost and raising the real income of the people, but also its contribution to the development of agriculture and urban industries. Rural entrepreneurship can be considered one of the solutions to reduce poverty, migration, economic disparity, unemployment and develop rural areas and backward regions.
Rural Entrepreneur are the budding people in the rural area those are trying to convert there noble idea into business, and government is helping such people in Finance, Marketing, Technological aspect etc
This document discusses ways to make India safer for women. It notes that official statistics on crimes against women are unreliable and underreported. While reported rape numbers are lower in India than some other countries, this likely reflects underreporting due to social stigma and an inefficient law enforcement system. The document outlines two main reasons why India is currently unsafe for women: 1) deficiencies in the law and order system, including a slow justice process and police subject to political interference, and 2) patriarchal attitudes in society that view women as second class citizens. Potential solutions proposed include improving police efficiency by implementing Supreme Court directives on policing reforms, speeding up the justice system, and promoting women's financial independence and gender sensitivity training to change societal
The document outlines the cabinet's decision on foreign direct investment in India's retail sector, including a minimum investment of $100 million with 50% going to backend infrastructure, 30% sourcing from small Indian industries, and populations over 10 lakh. It provides background on India's retail sector contributing 14% to GDP and employing 8% of the workforce, mostly in unorganized retail. Benefits to farmers are described as access to technology, better prices and quality control. Contentious issues include impact on small retailers and employment.
Socioeconomic staus and Social Security MeasuresDrAnup Kumar
This document discusses socioeconomic status and various methods used to measure it. It defines socioeconomic status as a composite measure that incorporates economic, social and work status. Various scales are described such as the Hollingshead scale, Standard of Living Index, and Wealth Index used in India. The most widely used scales in India, such as the Kuppuswamy scale and BG Prasad scale, are explained in detail. It emphasizes the need to regularly update socioeconomic scales to account for inflation and changing economic conditions.
Beef and beyond- an empirical romanticization of current Indian politico econ...Amal K
Ban on sale of bovine animals for slaughter has been banned in India on 27th May 2017. Is it a politically motivated step by the current right wing Government as being argued by many in the political front or is it part of a larger agenda with deeper implications?? Is it an isolated move or is there a clear pattern in what we are witnessing in the political as well as economic spheres of the country over these years?? Have finance capital and certain powers controlling power centers across the globe imposing their decisions over us and we fail to see what is the real intention behind many happenings and policy decisions??
This document discusses the challenges facing urbanization in India and proposes solutions to improve quality of life in cities. It notes that while rural populations are decreasing, urban populations and the number of cities are growing rapidly. However, many Indian cities struggle with issues like lack of affordable housing, inefficient transportation systems, unreliable utilities, and inadequate social infrastructure. To address these problems, the document recommends strengthening urban governance, increasing investments in cities, reforming taxes and charges to increase municipal revenues, integrating land use and transport planning, and building management capacity at city levels. Overall, it argues that improving life in cities is critical for India's economic growth and poverty reduction goals.
The document discusses the importance of rural industrialization and entrepreneurship in India. It notes that over 70% of Indians live in rural areas and are dependent on agriculture for livelihood. Rural industries are important for generating local employment and utilizing resources. Some key types of rural industries mentioned include agro-based, forest-based, textiles, handicrafts, and services. Factors like low investment, use of traditional skills, and local raw materials make rural industries suitable. However, lack of infrastructure, financing, and skills pose challenges for rural entrepreneurship development.
Challenges of entrepreneurship development in rural area and business educationPrashant Arsul
The majority of the population lives in villages, the village is the back bone of the country and village industries play an important role in the national economy, particularly in the rural development. Rural entrepreneurship is not only important as a means of generating employment opportunities in the rural areas with low capital cost and raising the real income of the people, but also its contribution to the development of agriculture and urban industries. Rural entrepreneurship can be considered one of the solutions to reduce poverty, migration, economic disparity, unemployment and develop rural areas and backward regions.
Rural Entrepreneur are the budding people in the rural area those are trying to convert there noble idea into business, and government is helping such people in Finance, Marketing, Technological aspect etc
This document discusses ways to make India safer for women. It notes that official statistics on crimes against women are unreliable and underreported. While reported rape numbers are lower in India than some other countries, this likely reflects underreporting due to social stigma and an inefficient law enforcement system. The document outlines two main reasons why India is currently unsafe for women: 1) deficiencies in the law and order system, including a slow justice process and police subject to political interference, and 2) patriarchal attitudes in society that view women as second class citizens. Potential solutions proposed include improving police efficiency by implementing Supreme Court directives on policing reforms, speeding up the justice system, and promoting women's financial independence and gender sensitivity training to change societal
The document outlines the cabinet's decision on foreign direct investment in India's retail sector, including a minimum investment of $100 million with 50% going to backend infrastructure, 30% sourcing from small Indian industries, and populations over 10 lakh. It provides background on India's retail sector contributing 14% to GDP and employing 8% of the workforce, mostly in unorganized retail. Benefits to farmers are described as access to technology, better prices and quality control. Contentious issues include impact on small retailers and employment.
Socioeconomic staus and Social Security MeasuresDrAnup Kumar
This document discusses socioeconomic status and various methods used to measure it. It defines socioeconomic status as a composite measure that incorporates economic, social and work status. Various scales are described such as the Hollingshead scale, Standard of Living Index, and Wealth Index used in India. The most widely used scales in India, such as the Kuppuswamy scale and BG Prasad scale, are explained in detail. It emphasizes the need to regularly update socioeconomic scales to account for inflation and changing economic conditions.
The document discusses rural entrepreneurship and Indian handicrafts. It provides an overview of rural entrepreneurship in India, highlighting that it focuses on adding value to rural resources using local skills and human resources. It also discusses various sectors of rural entrepreneurship like food processing, handicrafts etc. The document then focuses on Indian handicrafts, describing different types, concentration areas, value chain, strengths, weaknesses, opportunities and threats. It also discusses the industrial policy, trade policy and various export promotion councils related to handicrafts in India.
A brief presentation on the analysis of Rural Entrepreneurship from various sectors. Includes a few Rural Entrepreneurship Projects already operating in India.
Poverty is defined as the inability to fulfill basic needs like food, shelter, clothing, education and healthcare. In India, the poor include groups like landless laborers, small/marginal farmers, artisans, and the urban poor like street vendors and beggars. Characteristics of poverty include living in inadequate housing, lack of food and nutrition, illiteracy, lack of access to healthcare, clean water and sanitation. Poverty is measured using the poverty line, which is the minimum income required to meet basic needs. India uses monthly per capita expenditure to identify people below the poverty line. While government programs have reduced poverty, millions remain in poverty due to issues like poor implementation, lack of resources and participation.
The document provides an overview of sustainable rural development in India. It discusses the current state of rural India, highlighting issues like poverty, lack of access to electricity and clean cooking fuels. It outlines the need for sustainable rural development to reduce inequalities and boost economic growth. Government targets for rural development are also presented, including providing livelihood opportunities, guaranteeing wage employment, and improving rural infrastructure. Key government programs and policies aimed at sustainable rural development like MNREGA, SGSY, and PMGSY are described, along with some of the challenges faced in their implementation. Sustainable agriculture techniques, corporate social responsibility initiatives, and best practices from companies like BPCL, Maruti Suzuki, and GSK are also summarized.
The document discusses various concepts related to unemployment in India including labour force, workforce, labour force participation rate, worker population ratio, types of unemployment, and government schemes to address unemployment such as MGNREGA, Pradhan Mantri Kaushal Vikas Yojana, and National Rural Livelihood Mission. It provides data on the growth of labour force in India from 1971 to 2013 and the classification of workers as main and marginal.
The document discusses factors that influence household size across Indian cities. It finds that cities in Southern India and larger cities tend to have smaller households on average, due to lower fertility rates and higher education/income levels. Cities with rapid growth and high migration also have smaller households, as early migrants are often unmarried or living apart from families. In contrast, cities with low economic growth and migration see a greater share of large households with extended families living together.
This document discusses various socioeconomic status (SES) scales used in India, including the Kuppuswamy scale, BG Prasad scale, and Pareek scale. It explains how each scale measures SES based on factors like education, occupation, income, and provides updated income thresholds based on the 2020 Consumer Price Index. The limitations of the Kuppuswamy scale are discussed. The document concludes that while no SES scale is complete, they provide uniformity among study populations despite limitations, and timely revisions are needed to maintain their utility.
Understanding India through it's population numbersYogesh Upadhyaya
India is complex. One way to reduce the complexity is to use population numbers. We have done that. We have looked at growth, fertility, religion, migration, gender imbalance and extent of urban -ness to understand the country.
Edit: On slide 9, the population of UP should be 231. 43 Million. Not Crores.
This document provides a summary of a large survey conducted in India profiling women consumers. Some key findings:
- The survey covered over 259,000 individuals in 101 cities and 20,000 households in villages to comprehensively profile Indian women demographically, psychographically, and in their consumption lifestyles.
- Indian women were segmented into 6 groups by their occupational and marital status. Housewife moms, at 50% of women, were the largest segment.
- Housewives and housewife moms generally had better socioeconomic status than working wives/moms. They also engaged in different activities, with housewife moms preferring playing with children.
- Different segments of women had distinct priorities,
Snapshot juxt indian urbanites study 2010JuxtConsult
The document summarizes a large survey of over 37,000 urban Indian households conducted in 2010 that reclassified socio-economic classes (SECs) based on the highest education and occupation of any household member rather than just the primary earner. It found this shifted some households to higher SECs and provided a more accurate picture of household consumption. Key findings included that SEC A only represents 11% of urban households, lower SECs have nearly caught up in ownership of basic assets, and while SECs differ in priorities and lifestyles, they also share common ground in areas like price consciousness and media consumption.
The document provides a brief profile of rural India, highlighting that around 75% of India's population lives in rural villages. It notes that rural India is heterogeneous with many ethnic groups and languages. Around 55% of rural income comes from agriculture. Infrastructure in rural areas lags urban areas, with only around half of rural households having access to electricity. Literacy rates have risen in rural areas but education levels remain lower than in urban centers on average.
Juxt indian generations segmentation study 2010JuxtConsult
The India Consumer Generations gives a deeper profiling of the Indian consumer generations and their regular consumption lifestyle - including details about their location, economic status, household and financial assets ownerships, monthly and annual household expenditure on main spend heads, psychographic profile, day-to-day lifestyle habits and preferences, health status, level of socialization, leisure, holiday and entertainment preferences, status on digital lifestyle, media usage, shopping orientation & preferences, buying orientations, personal and household consumption and brand preferences
Juxt indian generations segmentation study 2010JuxtConsult
The document summarizes the findings of a large-scale survey conducted in India to profile Indian consumers by generational age groups. Over 259,000 individuals across all states and territories were surveyed. Key findings include size estimates and segmentation of consumers into 5 generational groups based on age, as well as demographic, socioeconomic, and consumption lifestyle profiling of each group. The study aims to provide insights into how consumption behavior and abilities differ across generations in India.
Rural India is characterized by low per capita income, low productivity, low literacy and low rate of industrialization along with absence of basic amenities. The unprivileged class is set back by a lack of educational opportunities that could empower them to confidently pursue economic progress and overcome the debilitating effects of low literacy and rigid social hierarchies. India’s rural markets are growing at double the rate of urban markets. The retail revolution is going to act as a catalyst. So, the new concept that is hitting the market today is the "Rural Retailing".
This document discusses rural retailing in India and the opportunities it presents. It notes that while urban markets were initially the focus, they became saturated forcing companies to look to rural markets. Rural markets account for 70% of India's population and present significant potential for growth. Characteristics of rural markets include increasing incomes, literacy rates, and family sizes. This has led to rising consumption, especially of factory produced goods, in rural areas presenting lucrative opportunities for retailers.
Juxt indian families by lifecycle stage segmentation study 2010JuxtConsult
The document summarizes the findings of a large survey conducted in India that segmented and profiled Indian families according to their lifecycle stage. Over 250,000 individuals from 57,000 households across India were surveyed. The survey found 7 types of family lifecycle stages based on the age and status of family members. It provides detailed profiles of Indian families in different lifecycle stages, including their demographics, economic status, consumption patterns, and more. The full dataset with findings is available for purchase.
This document discusses the rural market in India. Some key points:
- Rural India constitutes 69% of India's population and has seen growing incomes and consumption.
- Rural markets now account for significant portions of sales across many product categories like FMCG goods, motorcycles, cigarettes.
- Factors driving rural market growth include increasing rural incomes, education levels, IT and infrastructure development, and government policies promoting rural development.
- Reaching rural consumers requires tailored marketing strategies that consider local languages, culture, purchasing behaviors. Promotions through TV, word of mouth, and community events are important.
- Some companies have found success targeting rural consumers through affordable product sizes, distribution models, and relevant celebrity
India has a large population of over 1 billion people, with 70% living in rural villages and relying on agriculture. However, agriculture only contributes around 16-22% to India's GDP, indicating much potential for growth. Transforming rural villages through modern agriculture practices, small-scale processing industries, and partnerships with large companies could provide alternative incomes and improve living standards for rural populations. This would allow India to better utilize its vast human resources and strengthen its economy.
Bharatiy Sanskriti(By Great India Company)Tejas Shah
India has a large population of over 1 billion people, with 70% living in rural villages and relying on agriculture. However, agriculture only contributes around 16-22% to India's GDP, indicating much potential for growth. Transforming rural villages through modern agriculture practices, small-scale processing industries, and partnerships with large companies could provide alternative incomes and improve living standards for rural populations. This would help India utilize its vast human resources and strengthen its development.
1. The document discusses the top-earning urban household segment in India, comprising around 5% of urban households but contributing a third of total urban consumer expenditure.
2. It notes that for these high-income households, the largest spending categories are travel/transportation, consumer services like household help, and rent.
3. The document outlines the geographic distribution of these households, with the most located in the western states of Maharashtra and Gujarat, as well as northern cities like Delhi, Chandigarh, and Faridabad.
Opportunities and challenges in indian rural marketSAMEER LAKHANI
The document discusses opportunities and challenges in the Indian rural market. It outlines objectives related to studying the current rural market scenario in India. It examines the scope, needs, features and importance of rural markets. Some key opportunities in rural markets include rising incomes, improved infrastructure, and changing consumption patterns. However, marketers also face challenges such as low literacy, distribution issues, and seasonal demand fluctuations. Innovative rural marketing practices adopted by companies are also described.
The document summarizes several social and economic issues facing India. It notes that while India's GDP and foreign exchange reserves have grown, many Indians still live in poverty without access to basic necessities. Inequality is rising as the wealthiest citizens earn thousands of times more than the poorest. Literacy and school enrollment rates remain relatively low, and health outcomes like infant mortality have not improved significantly.
The document discusses rural entrepreneurship and Indian handicrafts. It provides an overview of rural entrepreneurship in India, highlighting that it focuses on adding value to rural resources using local skills and human resources. It also discusses various sectors of rural entrepreneurship like food processing, handicrafts etc. The document then focuses on Indian handicrafts, describing different types, concentration areas, value chain, strengths, weaknesses, opportunities and threats. It also discusses the industrial policy, trade policy and various export promotion councils related to handicrafts in India.
A brief presentation on the analysis of Rural Entrepreneurship from various sectors. Includes a few Rural Entrepreneurship Projects already operating in India.
Poverty is defined as the inability to fulfill basic needs like food, shelter, clothing, education and healthcare. In India, the poor include groups like landless laborers, small/marginal farmers, artisans, and the urban poor like street vendors and beggars. Characteristics of poverty include living in inadequate housing, lack of food and nutrition, illiteracy, lack of access to healthcare, clean water and sanitation. Poverty is measured using the poverty line, which is the minimum income required to meet basic needs. India uses monthly per capita expenditure to identify people below the poverty line. While government programs have reduced poverty, millions remain in poverty due to issues like poor implementation, lack of resources and participation.
The document provides an overview of sustainable rural development in India. It discusses the current state of rural India, highlighting issues like poverty, lack of access to electricity and clean cooking fuels. It outlines the need for sustainable rural development to reduce inequalities and boost economic growth. Government targets for rural development are also presented, including providing livelihood opportunities, guaranteeing wage employment, and improving rural infrastructure. Key government programs and policies aimed at sustainable rural development like MNREGA, SGSY, and PMGSY are described, along with some of the challenges faced in their implementation. Sustainable agriculture techniques, corporate social responsibility initiatives, and best practices from companies like BPCL, Maruti Suzuki, and GSK are also summarized.
The document discusses various concepts related to unemployment in India including labour force, workforce, labour force participation rate, worker population ratio, types of unemployment, and government schemes to address unemployment such as MGNREGA, Pradhan Mantri Kaushal Vikas Yojana, and National Rural Livelihood Mission. It provides data on the growth of labour force in India from 1971 to 2013 and the classification of workers as main and marginal.
The document discusses factors that influence household size across Indian cities. It finds that cities in Southern India and larger cities tend to have smaller households on average, due to lower fertility rates and higher education/income levels. Cities with rapid growth and high migration also have smaller households, as early migrants are often unmarried or living apart from families. In contrast, cities with low economic growth and migration see a greater share of large households with extended families living together.
This document discusses various socioeconomic status (SES) scales used in India, including the Kuppuswamy scale, BG Prasad scale, and Pareek scale. It explains how each scale measures SES based on factors like education, occupation, income, and provides updated income thresholds based on the 2020 Consumer Price Index. The limitations of the Kuppuswamy scale are discussed. The document concludes that while no SES scale is complete, they provide uniformity among study populations despite limitations, and timely revisions are needed to maintain their utility.
Understanding India through it's population numbersYogesh Upadhyaya
India is complex. One way to reduce the complexity is to use population numbers. We have done that. We have looked at growth, fertility, religion, migration, gender imbalance and extent of urban -ness to understand the country.
Edit: On slide 9, the population of UP should be 231. 43 Million. Not Crores.
This document provides a summary of a large survey conducted in India profiling women consumers. Some key findings:
- The survey covered over 259,000 individuals in 101 cities and 20,000 households in villages to comprehensively profile Indian women demographically, psychographically, and in their consumption lifestyles.
- Indian women were segmented into 6 groups by their occupational and marital status. Housewife moms, at 50% of women, were the largest segment.
- Housewives and housewife moms generally had better socioeconomic status than working wives/moms. They also engaged in different activities, with housewife moms preferring playing with children.
- Different segments of women had distinct priorities,
Snapshot juxt indian urbanites study 2010JuxtConsult
The document summarizes a large survey of over 37,000 urban Indian households conducted in 2010 that reclassified socio-economic classes (SECs) based on the highest education and occupation of any household member rather than just the primary earner. It found this shifted some households to higher SECs and provided a more accurate picture of household consumption. Key findings included that SEC A only represents 11% of urban households, lower SECs have nearly caught up in ownership of basic assets, and while SECs differ in priorities and lifestyles, they also share common ground in areas like price consciousness and media consumption.
The document provides a brief profile of rural India, highlighting that around 75% of India's population lives in rural villages. It notes that rural India is heterogeneous with many ethnic groups and languages. Around 55% of rural income comes from agriculture. Infrastructure in rural areas lags urban areas, with only around half of rural households having access to electricity. Literacy rates have risen in rural areas but education levels remain lower than in urban centers on average.
Juxt indian generations segmentation study 2010JuxtConsult
The India Consumer Generations gives a deeper profiling of the Indian consumer generations and their regular consumption lifestyle - including details about their location, economic status, household and financial assets ownerships, monthly and annual household expenditure on main spend heads, psychographic profile, day-to-day lifestyle habits and preferences, health status, level of socialization, leisure, holiday and entertainment preferences, status on digital lifestyle, media usage, shopping orientation & preferences, buying orientations, personal and household consumption and brand preferences
Juxt indian generations segmentation study 2010JuxtConsult
The document summarizes the findings of a large-scale survey conducted in India to profile Indian consumers by generational age groups. Over 259,000 individuals across all states and territories were surveyed. Key findings include size estimates and segmentation of consumers into 5 generational groups based on age, as well as demographic, socioeconomic, and consumption lifestyle profiling of each group. The study aims to provide insights into how consumption behavior and abilities differ across generations in India.
Rural India is characterized by low per capita income, low productivity, low literacy and low rate of industrialization along with absence of basic amenities. The unprivileged class is set back by a lack of educational opportunities that could empower them to confidently pursue economic progress and overcome the debilitating effects of low literacy and rigid social hierarchies. India’s rural markets are growing at double the rate of urban markets. The retail revolution is going to act as a catalyst. So, the new concept that is hitting the market today is the "Rural Retailing".
This document discusses rural retailing in India and the opportunities it presents. It notes that while urban markets were initially the focus, they became saturated forcing companies to look to rural markets. Rural markets account for 70% of India's population and present significant potential for growth. Characteristics of rural markets include increasing incomes, literacy rates, and family sizes. This has led to rising consumption, especially of factory produced goods, in rural areas presenting lucrative opportunities for retailers.
Juxt indian families by lifecycle stage segmentation study 2010JuxtConsult
The document summarizes the findings of a large survey conducted in India that segmented and profiled Indian families according to their lifecycle stage. Over 250,000 individuals from 57,000 households across India were surveyed. The survey found 7 types of family lifecycle stages based on the age and status of family members. It provides detailed profiles of Indian families in different lifecycle stages, including their demographics, economic status, consumption patterns, and more. The full dataset with findings is available for purchase.
This document discusses the rural market in India. Some key points:
- Rural India constitutes 69% of India's population and has seen growing incomes and consumption.
- Rural markets now account for significant portions of sales across many product categories like FMCG goods, motorcycles, cigarettes.
- Factors driving rural market growth include increasing rural incomes, education levels, IT and infrastructure development, and government policies promoting rural development.
- Reaching rural consumers requires tailored marketing strategies that consider local languages, culture, purchasing behaviors. Promotions through TV, word of mouth, and community events are important.
- Some companies have found success targeting rural consumers through affordable product sizes, distribution models, and relevant celebrity
India has a large population of over 1 billion people, with 70% living in rural villages and relying on agriculture. However, agriculture only contributes around 16-22% to India's GDP, indicating much potential for growth. Transforming rural villages through modern agriculture practices, small-scale processing industries, and partnerships with large companies could provide alternative incomes and improve living standards for rural populations. This would allow India to better utilize its vast human resources and strengthen its economy.
Bharatiy Sanskriti(By Great India Company)Tejas Shah
India has a large population of over 1 billion people, with 70% living in rural villages and relying on agriculture. However, agriculture only contributes around 16-22% to India's GDP, indicating much potential for growth. Transforming rural villages through modern agriculture practices, small-scale processing industries, and partnerships with large companies could provide alternative incomes and improve living standards for rural populations. This would help India utilize its vast human resources and strengthen its development.
1. The document discusses the top-earning urban household segment in India, comprising around 5% of urban households but contributing a third of total urban consumer expenditure.
2. It notes that for these high-income households, the largest spending categories are travel/transportation, consumer services like household help, and rent.
3. The document outlines the geographic distribution of these households, with the most located in the western states of Maharashtra and Gujarat, as well as northern cities like Delhi, Chandigarh, and Faridabad.
Opportunities and challenges in indian rural marketSAMEER LAKHANI
The document discusses opportunities and challenges in the Indian rural market. It outlines objectives related to studying the current rural market scenario in India. It examines the scope, needs, features and importance of rural markets. Some key opportunities in rural markets include rising incomes, improved infrastructure, and changing consumption patterns. However, marketers also face challenges such as low literacy, distribution issues, and seasonal demand fluctuations. Innovative rural marketing practices adopted by companies are also described.
The document summarizes several social and economic issues facing India. It notes that while India's GDP and foreign exchange reserves have grown, many Indians still live in poverty without access to basic necessities. Inequality is rising as the wealthiest citizens earn thousands of times more than the poorest. Literacy and school enrollment rates remain relatively low, and health outcomes like infant mortality have not improved significantly.
India has a large population of over 1 billion people, with 70% living in rural villages. Agriculture is an important sector, though it only contributes around 22% to GDP despite 60% of the population being employed in agriculture and related sectors. There is potential to transform rural villages and agriculture through modern practices and small-scale processing industries in villages to generate more income and employment opportunities for rural populations. With increased investment in rural areas, India can better utilize its vast human resources to elevate the country's development.
The document summarizes the findings of a large survey-based study of urban Indian consumers conducted in 2010. The study reclassified socio-economic classifications based on education and occupation of all household members. It provides a detailed demographic, psychographic, and consumption profiling of India's 5 urban socio-economic classes based on a survey of over 37,000 households across 101 cities. The study also estimates the size of each socio-economic class and examines their characteristics, assets, expenditures, and lifestyle preferences.
This document provides an overview of the rural market in India and opportunities for FMCG companies. It includes an index listing the document's topics and page numbers. The executive summary discusses the size and growth of India's FMCG sector and untapped potential in rural and developing product categories. The introduction notes that rural markets account for over 70% of India's population and are less impacted by economic fluctuations than urban markets. Government programs are pumping funds into rural infrastructure, education, healthcare, and other areas. Overall, the document outlines the sizable and growing rural consumer market in India and its importance for future development and growth.
The document discusses the future of rural marketing in India. It notes that over 70% of India's population lives in rural areas, representing a lucrative potential market. While rural markets face challenges like low incomes, seasonal issues, and infrastructure problems, opportunities exist. As rural incomes and literacy rise and infrastructure improves, the gap between urban and rural consumers is decreasing. Marketers can target rural consumers in similar ways to urban consumers, especially the growing young rural population with similar aspirations. With over 600,000 villages and 700 million rural people, India's countryside represents a huge consumer base and marketing opportunity.
Consumer behaviour a key influencer of rural market potentialIAEME Publication
This document summarizes research on the rural consumer market in India. Some key points:
- Rural markets in India are growing rapidly in size and potential due to rising incomes and consumer demands in rural areas. 72% of Indians live in rural areas.
- Rural incomes and consumption are increasing due to factors like higher crop yields, more jobs outside of agriculture, and infrastructure development.
- Rural consumers purchase frequently in small quantities and prioritize value over brand or price. Their behavior is influenced strongly by community opinions.
- The total rural market in India is estimated to be over 1.2 trillion rupees annually across product categories like FMCG, durables, agriculture, vehicles. Marketers are increasingly targeting rural
Similar to Indian households socio-economic and home durable ownership profiling (20)
SATTA MATKA DPBOSS KALYAN MATKA RESULTS KALYAN CHART KALYAN MATKA MATKA RESULT KALYAN MATKA TIPS SATTA MATKA MATKA COM MATKA PANA JODI TODAY BATTA SATKA MATKA PATTI JODI NUMBER MATKA RESULTS MATKA CHART MATKA JODI SATTA COM INDIA SATTA MATKA MATKA TIPS MATKA WAPKA ALL MATKA RESULT LIVE ONLINE MATKA RESULT KALYAN MATKA RESULT DPBOSS MATKA 143 MAIN MATKA KALYAN MATKA RESULTS KALYAN CHART
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During the budget session of 2024-25, the finance minister, Nirmala Sitharaman, introduced the “solar Rooftop scheme,” also known as “PM Surya Ghar Muft Bijli Yojana.” It is a subsidy offered to those who wish to put up solar panels in their homes using domestic power systems. Additionally, adopting photovoltaic technology at home allows you to lower your monthly electricity expenses. Today in this blog we will talk all about what is the PM Surya Ghar Muft Bijli Yojana. How does it work? Who is eligible for this yojana and all the other things related to this scheme?
SATTA MATKA DPBOSS KALYAN MATKA RESULTS KALYAN CHART KALYAN MATKA MATKA RESULT KALYAN MATKA TIPS SATTA MATKA MATKA COM MATKA PANA JODI TODAY BATTA SATKA MATKA PATTI JODI NUMBER MATKA RESULTS MATKA CHART MATKA JODI SATTA COM INDIA SATTA MATKA MATKA TIPS MATKA WAPKA ALL MATKA RESULT LIVE ONLINE MATKA RESULT KALYAN MATKA RESULT DPBOSS MATKA 143 MAIN MATKA KALYAN MATKA RESULTS KALYAN CHART
𝐔𝐧𝐯𝐞𝐢𝐥 𝐭𝐡𝐞 𝐅𝐮𝐭𝐮𝐫𝐞 𝐨𝐟 𝐄𝐧𝐞𝐫𝐠𝐲 𝐄𝐟𝐟𝐢𝐜𝐢𝐞𝐧𝐜𝐲 𝐰𝐢𝐭𝐡 𝐍𝐄𝐖𝐍𝐓𝐈𝐃𝐄’𝐬 𝐋𝐚𝐭𝐞𝐬𝐭 𝐎𝐟𝐟𝐞𝐫𝐢𝐧𝐠𝐬
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2. • Study Overview
• Methodology Overview
• Executive Summary & Topline Findings
• Key Findings
– Size estimates of Indian households
– Geographics of Indian households
– Socio-economic profile of the household
– Socio-cultural profile of the household
– Economic status of the household
– Household consumption of consumer durables
– Household consumption inclination & lifestyle profile
Table of Content
2
3. Most recent and representative survey-based estimates of Indian
consumers, both at household and individual level
• Based on a very large sample land survey of over 259,000 individuals spread across all mainland
states & UT’s across all the 4 regions of the country in Mar–Apr 2010 (covering 37,000 households in
101 cities and 20,000 households in 1,000+ villages – a total of over 57,000 households)
Highly comprehensive profiling of Indian consumers – in their
demographics, psychographics and consumption lifestyle
• A deeper profiling of how Indian consumers live in their regular lifestyle, including details about
their location, economic status, psychographic profile, day-to-day lifestyle habits & preferences
and their shopping orientation & preferences
• Key demographic profiling is based on 259,000+ individuals sample (accounting for all individuals
living in the surveyed households). Psychographic and personal consumption lifestyle profiling is
based on 57,000 individuals sample (the individual respondent who answered the survey questions)
Study Overview
4. Methodology Overview
A land survey is being conducted to profile and estimate the Indian consumers, both at the level of
‘household’ and ‘individuals’ as consumption entities. The survey covers ‘towns’ and ‘villages’ of
all population strata in all the mainland states and union territories in India (covering all the key,
and 69 of the total 77 regions in India as classified by NSSO)
Though the selection of towns and villages was ‘purposive’, the sampling within the towns was
done on ‘2-stage random’ basis (firstly a random selection of polling booths, and then a random selection of
households from the electoral list within each of these randomly selected polling booths); within villages sampling
was done on ‘systematic random’ basis (selection of every nth house in the village)
To make the survey findings representative of the entire Indian population (and not just of the
surveyed households and individuals) appropriate state-wise, urban district/village class and SEC
combination level household ‘representation weights’, as derived from the authentic ‘Govt. of
India’ base-level population statistics (NSSO/Census), were applied to the survey data
6. Urban households form only 1/3rd
of India, need to think beyond Urban: The 77.63 million households from
Urban India account for only about 32.3% of Indian households. Only about 12% of the Urban households are
from the top 25 cities of India, top 6 cities in total have about 7% (18million households). This is critical for a
mass marketer to understand to arrive at the real potential.
Western region is a significant market only within the top 25 city cluster: Though 35% of Indian & 29%
urban Indian households are from Northern India yet 40% of households within top 25 city cluster are from
Western India. In fact 15% of Urban households are from Maharastra & Tamilnadu each.
Families of married couples with youngest children below 12yrs. age (Maturing Mentors) form the biggest
segment (44%) of urban households: Contrary to popular belief, only about 1/5th
of Indian households are
with 3 generations living jointly under one roof (Dynasties). Newly married couples without a child are only
4% of Indian households.
Members’ highest education profile is better than the chief wage earner (the one who contributes
maximum towards monthly household expenses) of the household: 8% of the households are with a CWE
being graduate & above however, there are 17% households with members who are graduate & above. This
has a big implication on the conventional socio economic classification in India as the marketing currency.
The Big Picture
6
7. The occupational profile in the household is better than that of the Chief Wage Earners: While 18% of the
household has a CWE as Shop Owner/Petty Trader/Business Owners there are 26% households with members with
Shop Owner/Petty Trader/Business Ownership as current occupation. Similarly against 5% households with CWE
working as Junior level salaried employees 7% households has any member working as a Junior level salaried
employee.
Time to look beyond the conventional SEC A & B households and play the mass market game: Only about 23%
of the Indian households (18million) are from the top urban socio economic classes A & B. On the other hand
these households are not necessarily affluent, SEC A households in urban India on an average have a monthly
household income of only Rs. 14,811. The income ladder shows that one of the largest rural SEC R1 have a better
monthly average income (Rs. 7102) than the lower urban SECs like SEC D & E (Rs. 6,751 & Rs. 5,785).
80% of urban households earn less than Rs. 1,50,000 annually, hence the mass market products needs to be
prices appropriately: Only about 2% of Indian households & 3% urban households earn more than Rs. 40,000 every
month. Largest segment of households (56%) are with a meager monthly household income of Less than Rs. 6,250
(Rs. 80,000 annually).
72% of the Indian households has just one earning member: Against the 4.6 average members in Indian
households only about 1.4 members on average are earning members in households. 85% of the Indian urban
households (76% of all households) have either salary or earning from business as their source of monthly
household income.
The Big Picture
7
8. 80% of Indian households are staying in a less than 1000 sq. ft carpet area house: Though maximum of
Indian households are staying in their own house and only about 10% are staying on a rented place yet the
carpet area of houses is less than 1000 sq ft.
TV is the only household durable that is well penetrated at a national level, new demand can only be
replacement: 69% of urban & about 49% of rural households own a colour TV. Within the top 25 cities or top 6
cities the colour TV penetration is as high as 80%. Of these almost half are owning a flat/regular TV
suggesting that the opportunity is mostly going to come from replacement demand.
Lower penetration of other assets provides opportunity but must evaluate it with lenses of affluence
level of Indian households: VCD is the only other durable which is owned by 29% households in India, all
other electronic durables (Music System, Portable Music Player, Camera, Video Camera & Gaming devices)
are at a sub 10% penetration level.
The Indian households are value driven and price conscious: 87% of Indian households put their value
orientation as ‘cheapest in price’ followed by ‘gives basic features at reasonable price’ and put highest
priority to ‘price’ (75%), ‘brand Image’ (59%) and ‘performance quality’ (39%) as their buying orientations.
The Big Picture
8
10. There are 241 million households in India with rural India accounting for almost 68% of total
Indian households
There are 78 million urban households in India, with 12% of total Indian households residing
in top 25 cities
Top 6 urban cities in India at an overall level have 18 million households and account for 7%
of total Indian households
Among the individual cities, Kolkata has the highest number of households (3.87million)
followed by Delhi (3.66 million)
Size estimates of Indian households
11. Urban Indian household on an average has 4.3 members in the family, while it is slightly
higher at 4.7 in rural India
While Delhi households, on an average has 5 members in the family, Mumbai households are
the smallest with 3 members on an average
Size estimates of Indian households
12. Geographics of Indian households
India lives in villages with 68% of Indian households living in rural area
While ‘North’ region is the most densely populated region, urban households are nearly
equally distributed in the West, South & North
2/5th
of the households from among top 25 cities fall in West region
Uttar Pradesh followed by Maharashtra is the most densely populated state
Relatively smaller, ‘tier 3’ towns account for 60% of all urban Indian households
13. Geographics of Indian households
Among the top 25 cities, Metro towns account for 69% of total urban households
Most of the rural households (59%) come from ‘larger’ population size villages (Above 2,000
population ones). In fact, nearly 9 out of 10 rural households are coming from 1000+
population villages
14. Nearly 8 out of 10 CWE of all Indian household is literate; the proportion being higher in
urban India
Households with ‘Graduate or above’ CWEs are found relatively more in urban areas (11% as
against 6% in rural areas)
Among top 6 cities, households of Hyderabad show extreme levels of educational
qualification; on one hand it has the maximum proportion (16%) of ‘Graduate or above CWEs’
and on the other hand, proportion of illiterate CWEs is also the highest (24%)
Unskilled/skilled workers form the largest ‘occupational’ chunk of urban households while
Shop owners/Petty trader/Business owners form the second biggest occupational group of
urban households at 24%; more than all the corporate/self employees put together
Socio-economic profile of CWE of the
household
15. Mumbai households have the highest proportion of Shop owners/Petty trader/Business
owners (44%) and corporate employees (28%)
At all India level, SEC ‘R4’ forms the biggest chunk of Indian households, followed by SEC
‘R3’ and ‘R5’ while in urban areas SEC ‘E’ account for the largest proportion at 12%
Mumbai has the maximum proportion of households coming from SEC A, a fact that reflects
in the consumption pattern of Mumbai households too
Bangalore is the youngest of all the cities, with 35% of the households in Bangalore defined
as ‘Baby Sitters’ (married couple with the eldest child below 12 years); while 1/3rd
of
Kolkata households are defined as Dynasties ( 3 generation family)
Socio-economic profile of CWE of the
household
16. Almost 9 out of 10 Indian households are ‘Hindus’ overall. Interestingly, ‘Muslim’ households
are relatively more in urban India
While Kolkata has maximum proportion of Muslim households (21%), Bangalore & Chennai
have the highest proportion of Hindu households (95%)
Among those who disclosed their caste, relatively ‘backwardly’ categorized caste groups are
relatively higher in proportion at an overall level
Hindi is the preferred language of reading to almost 1/3rd of all the Indian households; the
highest preference being in Delhi
More than half of both urban and rural rural households(51%) are educated completely in
‘vernacular’ languages, while another 1 in 5 are also partly educated in vernacular languages
Socio-cultural profile of CWE of the
household
17. Nearly 3/5th of urban households of India fall under the ‘Strugglers’ segment, with the
lowest ability to spend depicted by very low to low per-capita family income, no automobile, credit
card or any running loan in the family
Relatively Mumbai households have the highest ability to spend, with 49% of them having
moderate ability to spend (‘Balancers’) and 12% having adequate to high ability to spend
The biggest chunk of Indian households come from ‘Rs. 6,250 or lesser’ MHI group at 56%,
followed by Rs. 6,250 – 12,500 MHI group at 31%. The upper income groups constitutes only
12% of all Indian households
Chennai is the most affluent city among the top 6 cities with the average MHI being Rs.
17,421
Economic status of household
18. 72% of the Indian households have only 1 earning member in the family while rural areas
have marginally more multiple income households at 30% (26% in urban areas)
Delhi has the highest ‘average earning members per household’ figure at 1.6 while it is the
lowest for Chennai at 1.1
77% of households in Delhi own a house; highest among all the top 6 cities while 65% of
Kolkata households live in a house that is taken on rent
Chennai has the highest proportion of ‘large sized houses’ with carpet area more than 1500
sq ft
Majority of Indian households have only a bicycle as a vehicle (58%); even in the urban areas
(at 47%)
Economic status of household
19. 69% of urban households own a TV with almost half of them owning a regular/flat TV of size
29 inch or less
LG is the highest selling brand of Color TV with 27% of the urban households owning it
12% of urban households own a desktop and 2% of them own a laptop with most of the
households owning an assembled computer
Households in Mumbai has the highest proportion of laptop owners
Household consumption of consumer
durables
20. 17% of urban households own a refrigerator with the penetration being highest in Mumbai
Single door-less than 200 litre is most popular type of fridge among households
LG is the highest selling brand of fridge with 30% of the urban households owning it
8 % of urban households own a washing machine, with the penetration being highest in
Mumbai
LG is the highest selling brand of washing machine with 30% of the urban households owning
it
Household consumption of consumer
durables
21. Household consumption inclination &
lifestyle profile
Almost half of all Indian households are ‘economy’ buyers in their value orientation, and
another 1 in 3 are pure ‘price’ buyers, eventually making 4 out of 5 of them essentially
‘budget’ buyers
Mumbai households have the largest proportion of ‘premium quality’ buyers (30%), while
Chennai has the largest proportion of ‘economy’ buyers (64%)
While 3 out of 4 Indian households give high importance to ‘price’ in making buying choices,
slightly lesser proportion of households also gives high importance to ‘brand image’ (probably
highlights a buying logic that if the desired brand comes at the desired price they’ll take it, if not, they may sacrifice the desired
brand but not the desired price)
Functionality attributes (quality, usage, looks, features, etc) appear as their ‘next’ set of priorities
Almost 4 in 5 of the urban households are categorized as ‘Shopophobic’ (ones who have low
levels of shopping orientation, hates shopping and shops only when it is necessary)
22. Households of Bangalore followed by Mumbai show relatively greater orientation towards
shopping
Almost 2/3rd of all urban households do not invest in any financial instruments and are
therefore classified as ‘Non-Investing’
Among those households who have invested in at least one financial instrument, nearly 1 in 5
have invested in single financial instrument
Households of Mumbai, followed by Hyderabad & Delhi have show higher propensity to invest in
multiple financial instruments
Household consumption inclination &
lifestyle profile
24. 24
City List
Top 25 Cities – by population as per Indian Census 2001
1 Delhi 14 Lucknow
2 Kolkata 15 Nagpur
3 Mumbai 16 Patna
4 Chennai 17 Indore
5 Bangalore 18 Vadodara
6 Hyderabad 19 Nashik
7 Thane 20 Agra
8 Ahmedabad 21 Bhopal
9 Pune 22 Ludhiana
10 Kalyan-Dombivali 23 Faridabad
11 Surat 24 Ghaziabad
12 Kanpur 25 Meerut
13 Jaipur
25. Households in India No. of households (in millions) % of total India households
All India 241.22
Urban 77.63 32.2%
Rural 163.59 67.8%
Top 25 cities 28.35 11.8%
Top 6 cities 17.64 7.3%
Mumbai 2.85 1.2%
Delhi 3.66 1.5%
Bangalore 2.10 0.9%
Kolkata 3.87 1.6%
Chennai 2.02 0.8%
Hyderabad 1.69 0.7%
25
Size estimates of households across India & major cities
• There are 241 million households in India
• Rural India accounts for almost 68% of total Indian households reinstating the fact that India still lives
in villages
• 12% of the total India households reside in top 25 cities
• Kolkata has the largest number of households in India (3.87 mn)
26. Family Size Average no. of member in the family
All India 4.6
Urban 4.3
Rural 4.7
Top 25 cities 4.1
Top 6 cities 3.9
Mumbai 3.0
Delhi 5.0
Bangalore 3.5
Kolkata 3.7
Chennai 3.8
Hyderabad 4.2
26
Family Size of the households
• On an average, an urban Indian household has 4.3 members while it is slightly higher at 4.7 in
rural India
• Delhi households are the most densely populated households, with the average family size
standing at 5.0
29. 35%
29%
37%
26%
20%
16%
22%
14% 22%
25%
29%
23%
21%
33%
26%
18%
40%
21%
24%21%
0%
25%
50%
75%
100%
All India Urban Rural Top 25 Cities Top 6 Cities
West
South
East
North
By Regions
29
• ‘North’ is the most populated region with 35% of the Indian households residing in this
region
• ‘West’ shows a relative urban household skew, with 40% of the households residing in
top 25 cities of India coming from this region
Sample Base: 58,288 37,912 20,376 18,687 4,968
30. States All India Urban Rural
Sample Base 58,288 37,912 20,376
Jharkhand 2% 2% 3%
Punjab 2% 3% 2%
Haryana 2% 2% 2%
Chhattisgarh 2% 1% 2%
Delhi 2% 5% 0%
North east 1% 1% 1%
Jammu & Kashmir 1% 1% 1%
Himachal Pradesh 0.4% 0.2% 1%
Uttaranchal 0.4% 1% 0.3%
Chandigarh 0.2% 0.4% 0.0%
Goa 0.1% 0.3% 0.1%
Pondicherry 0.1% 0.3% 0.1%
States All India Urban Rural
Sample Base 58,288 37,912 20,376
Uttar Pradesh 15% 10% 17%
Maharashtra 10% 15% 8%
Andhra Pradesh 9% 7% 9%
West Bengal 8% 8% 8%
Bihar 8% 2% 10%
Tamil Nadu 7% 12% 5%
Madhya Pradesh 6% 5% 6%
Karnataka 5% 7% 5%
Rajasthan 5% 4% 6%
Gujarat 5% 7% 4%
Orissa 4% 2% 4%
Kerala 3% 3% 4%
Assam 3% 1% 3%
By States
30
• ‘Uttar Pradesh’ is the most populated state with 15% of the Indian households residing
there
31. By ‘Urban District’ Class
31
• When seen from the ‘market size’ classification of these urban centers, the smaller ‘tier 3’
towns account for the bulk (60%) of all urban household
• Among the top 25 cities, Metro towns account for 69% of total urban households
Urban District
by Population size
% All India Households
Sample Base 58,288
Up to 1 Lakh 25%
1 Lakh – 5 Lakh 24%
5 Lakh – 10 Lakh 20%
Above 10 Lakh 32%
32. By ‘Urban District’ Class
32
• When seen from the ‘market size’ classification of these urban centers, the smaller ‘tier 3’
towns account for the bulk (60%) of all urban household
• Among the top 25 cities, Metro towns account for 69% of total urban households
Urban District
by Market Size
% All India Households % Top 25 cities %Top 6 cities
Sample Base 58,288 18,687 4,968
Metro 20% 69% 92%
Urban Uptowns 10% 22% 0%
Emerging Towns 10% 2% 0%
Other Smaller Towns 60% 7% 8%
33. By Village Type
33
• Most of the rural households (59%) come from ‘larger’ population size villages (>2,000
population ones). In fact, 1,000+ population villages account for nearly 8 out of 10 rural
households
Village Class by Population Size % Rural Households
Sample Base 20,376
Less than 500 Person 2%
500 - 999 Person 10%
1,000 - 1,999 Person 29%
2,000 or more Person 59%
35. Family Classification %age of Indian Households
All India Urban Rural Top 25
cities
Top 6
cities
Mum Delhi B’lore K’kata Chennai H’bad
Sample Base 58,288 37,912 20,376 18,687 4,968 800 800 798 758 613 799
Free Birds 1% 2% 1% 4% 6% 5% 6% 0.1% 16% 1% 0.2%
Nest Builders 4% 6% 3% 8% 8% 16% 3% 21% 2% 6% 4%
Baby Sitters 28% 25% 29% 26% 26% 23% 25% 35% 15% 25% 30%
Maturing Mentors 44% 43% 44% 40% 38% 44% 43% 30% 29% 46% 47%
Dynasties 19% 18% 19% 18% 17% 8% 21% 9% 30% 15% 14%
Vintage Wines 5% 5% 4% 4% 4% 3% 3% 4% 6% 7% 4%
Lone Diggers 0.3% 0.3% 0.2% 1% 1% 0.2% 0.1% 1% 2% 0.1% 0.3%
Family Classification by lifecycle stage*
35
• 44% of Indian households can be classified as ‘Maturing Mentors’ with a family comprised of a
married couple and the youngest child above 12 years
• Bangalore is the youngest of all the cities, with 35% of the households in Bangalore defined as
‘Baby Sitters’ ; while 1/3rd
of Kolkata households are defined as Dynasties ( 3 generation family)
36. *The Natural Family Lifecycle Stage
Progression Model & Segmentation
3-generation joint family
Married couples with the eldest
child below 12 years
Married couple with the youngest
child above 12 years
Young married couples
without any children
Single independents
Middle age or elderly married
couples living alone
Divorcee,Widow
A
G
E
P
R
O
G
R
E
S
S
I
O
N
2-generation nuclear family
Family expands
Family splits
Singleparent
Marriage
Child birth
Child grows
Child marries
and has child
Unmarried child
moves out
Married child
moves out
Parents die
Child moves out
Spouse die
Spouse
die/divorce
Spouse
die/divorce
Spouse die/divorce
Child marries
and moves out
Child moves out
Free Birds
Nest Builders
Dynasties
Vintage Wines
Baby Sitters
Maturing Mentors
Lone Diggers
* Note – The model is indicative of the main natural transition points between family types. It is not meant to be an exhaustive depiction of all possible transition
The family segments in the ‘natural family lifecycle stages’ model are derived from the member composition of the family, and defined by a combination of the
age and marital status of all members present in the family (and sharing the same kitchen) and not just by the age and marital status of the chief wage earner
37. Educational
Qualification
%age of Indian Households
All India Urban Rural Top 25
cities
Top 6
cities
Mum Delhi B’lore K’kata Chennai H’bad
Sample Base 58,293 37,917 20,376 18,692 4,568 800 800 798 758 613 799
Illiterate 22% 15% 26% 12% 12% 3% 14% 13% 11% 7% 24%
Up to SSC/HSC 69% 70% 69% 68% 68% 65% 72% 70% 70% 72% 51%
College but not graduate 1% 4% 0% 5% 6% 10% 2% 3% 7% 7% 8%
Graduate or plus - General
stream 7% 10% 6% 14% 13% 21% 10% 13% 10% 11% 13%
Graduate or plus -
Professional stream 1% 2% 0% 2% 2% 1% 3% 2% 2% 2% 3%
Highest Educational qualification of
CWE
37
• Nearly 8 out of 10 CWE of all Indian household is literate; the proportion being higher in urban India
• Households with ‘Graduate or above’ CWEs are found relatively more in urban areas (11% as against
6% in rural areas)
• Among top 6 cities, households of Hyderabad show extreme levels of educational qualification; on
one hand it has the maximum proportion (16%) of ‘Graduate or above CWEs’ and on the other hand,
proportion of illiterate CWEs is also the highest (24%)
38. Educational
Qualification
%age of Indian Households
All India Urban Rural Top 25
cities
Top 6
cities
Mum Delhi B’lore K’kata Chennai H’bad
Sample Base 58,293 37,917 20,376 18,692 4,568 800 800 798 758 613 799
Illiterate 3% 3% 4% 3% 3% 2% 2% 5% 5% 1% 2%
Up to SSC/HSC 63% 64% 62% 61% 59% 48% 66% 69% 61% 56% 52%
College but not graduate 17% 13% 20% 12% 14% 19% 9% 9% 15% 15% 18%
Graduate or plus - General
stream 15% 17% 14% 21% 20% 30% 17% 15% 16% 23% 22%
Graduate or plus -
Professional stream 2% 4% 1% 4% 4% 2% 7% 2% 3% 5% 7%
Highest Educational qualification in
the household – any member
38
• Households with ‘Graduate or above’ members are found relatively more in urban areas (21% as
against 15% in rural areas)
• Among top 6 cities, households of Mumbai are the most highly educated households with 32% of
the households having at least one member Graduate or above
39. Occupational Profile %age of Indian Households
All India Urban Rural Top 25
cities
Top 6
cities
Mum Delhi B’lore K’kata Chennai H’bad
Sample Base 58,293 37,917 20,376 18,692 4,568 800 800 798 758 613 799
Unskilled/Skilled Workers 56% 63% 53% 53% 52% 27% 50% 62% 52% 69% 64%
Shop Owners/Petty
Traders/Business owners 18% 24% 15% 28% 30% 44% 32% 21% 35% 13% 23%
Self-employed Professionals 1% 1% 0% 2% 2% 2% 2% 1% 2% 6% 1%
Corporate Employees -
Junior Level 5% 11% 3% 15% 14% 25% 14% 14% 9% 9% 11%
Corporate Employees -
Mid/Senior Level 1% 1% 0% 3% 2% 3% 2% 2% 1% 2% 2%
Farmer (Owner/Non-owner) 19% - 28% - - - - - - - -
Retired/Unemployed/Other 1% - 1% - - - - - - - -
Current Occupational Profile of CWE
39
• Unskilled/skilled workers form the largest ‘occupational’ chunk of urban households
• Shop owners/Petty trader/Business owners form the second biggest occupational group of urban
households at 24%, i.e, more than all the corporate/self employees put together
• Mumbai households have the highest proportion of Shop owners/Petty trader/Business owners
(44%) and corporate employees (28%)
40. Occupational Profile %age of Indian Households
All India Urban Rural Top 25
cities
Top 6
cities
Mum Delhi B’lore K’kata Chennai H’bad
Sample Base 58,293 37,917 20,376 18,692 4,568 800 800 798 758 613 799
Unskilled/Skilled Workers 53% 60% 49% 50% 50% 25% 47% 61% 51% 67% 62%
Shop Owners/Petty
Traders/Business owners 26% 24% 27% 27% 30% 42% 31% 21% 35% 14% 23%
Self-employed Professionals 1% 1% 1% 2% 2% 2% 1% 1% 3% 6% 1%
Corporate Employees -
Junior Level 7% 12% 4% 17% 16% 28% 18% 15% 11% 9% 12%
Corporate Employees -
Mid/Senior Level 1% 2% 0.4% 3% 2% 3% 3% 2% 1% 3% 2%
Farmer (Owner/Non-owner) 12% - 18% - - - - - - - -
Retired/Unemployed/Other 1% - 1% - - - - - - - -
Highest Occupational Profile in the
household – any member
40
• Unskilled/skilled workers form the largest ‘occupational’ chunk of urban households
• Shop owners/Petty trader/Business owners form the second biggest occupational group of urban
households at 24%, i.e, more than all the corporate/self employees put together
• Mumbai households have the highest proportion of Shop owners/Petty trader/Business owners
(42%) and corporate employees (31%)
41. Socio-Economic Classification – Conventional
SEC %age of Indian Households
All India Urban Rural Top 25
cities
Top 6
cities
Mum Delhi B’lore K’kata Chennai H’bad
Sample Base 57,360 36,984 20,376 19,498 4,968 800 800 798 758 613 799
Sec-A 3% 9% - 9% 10% 24% 12% 13% 8% 8% 7%
Sec-B 5% 14% - 15% 15% 36% 19% 16% 13% 14% 10%
Sec-C 5% 17% - 17% 17% 31% 21% 15% 15% 16% 16%
Sec-D 7% 23% - 24% 23% 7% 20% 14% 27% 23% 31%
Sec-E 12% 37% - 35% 36% 2% 28% 42% 38% 39% 35%
R1 7% - 10% - - - - - - - -
R2 13% - 19% - - - - - - - -
R3 15% - 21% - - - - - - - -
R4 19% - 28% - - - - - - - -
R5 15% - 21% - - - - - - - -
41
(By highest education level and current occupation profile of CWE of the household)
• At all India level, SEC ‘R4’ forms the biggest chunk of Indian households, followed by SEC ‘R3’
and ‘R5’
• In urban areas, SEC ‘E’ account for the largest proportion of households at 37%
• Mumbai has the maximum proportion of households coming from SEC A, a fact that reflects in the
consumption pattern of Mumbai households too
42. SEC %age of Indian Households
All India Urban Rural Top 25
cities
Top 6
cities
Mum Delhi B’lore K’kata Chennai H’bad
Sample Base 58,293 37,917 20,376 18,687 4,568 800 800 798 758 613 799
Sec-A 4% 11% - 15% 16% 26% 14% 13% 11% 17% 15%
Sec-B 5% 17% - 21% 21% 33% 20% 17% 17% 16% 19%
Sec-C 7% 22% - 25% 24% 33% 25% 23% 20% 24% 21%
Sec-D 8% 24% - 19% 20% 6% 22% 22% 24% 24% 23%
Sec-E 9% 26% - 19% 20% 1% 20% 26% 29% 19% 21%
R1 13% - 19% - - - - - - - -
R2 18% - 27% - - - - - - - -
R3 12% - 18% - - - - - - - -
R4 17% - 26% - - - - - - - -
R5 7% - 10% - - - - - - - -
42
(By highest education level and highest occupation profile of ‘any member’ of the household)
Socio-Economic Classification – Neo
• However, when re-looked from the ‘neo-classification’ of SEC groups, while the broad
pattern of SEC ladder among the households remain the same, the individual proportion
of SEC ‘R1’ and SEC ‘R2’ in the rural areas increase noticeably (by 6% and 5% respectively)
43. 1% 1% 2% 3% 1% 1% 4%
51% 53%
58%
44%
63%
86%
29% 35%
11%
22%
26%
21%
20%
28%
30%
1%
50%
11%
62%
51%
20%
4%
32%
3% 5% 7%2%
51%
20%
29%
12% 16%
54%
26% 26%
32%
0%
25%
50%
75%
100%
All India Urban Rural Top 25
Cities
Top 6
Cities
Mumbai Delhi B'lore Kolkata Chennai H'bad
Can't Say/NA
Partly
English/Partly
Vernacular
Completely
Hindi/Vernacular
Completely
English
Medium of Education
43
• More than half of both urban and rural rural households(51%) are educated completely in
‘vernacular’ languages, while another 1 in 5 are also partly educated in vernacular languages
• Only 1 in 100 urban households have had their complete education in ‘English’ ; highest being in
Hyderabad (7%)
• Clearly the ‘prime’ language of communication with Indian households is ‘vernacular’
Sample Base: 58,293 37,912 20,376 18,687 4,968 800 800 798 758 613 699
44. Language %age of Indian Households
All India Urban Rural Top 25
cities
Top 6
cities
Mum Delhi B’lore K’kata Chennai H’bad
Sample Base 58,288 37,912 20,376 18,687 4,968 800 800 798 758 613 799
Hindi 35% 35% 36% 39% 37% 43% 92% 1% 31% 0.4% 2%
Marathi 8% 11% 7% 17% 11% 41% - 1% - 1% 1%
Bengali 8% 7% 8% 8% 13% 0% - 0.2% 60% 0.1% -
Tamil 7% 11% 5% 6% 10% 0% - 1% - 86% 0.2%
Telugu 5% 5% 5% 4% 6% 2% - 4% - 2% 53%
Gujarati 4% 6% 4% 8% 2% 7% - 0.3% 1% - 0.1%
Kannada 4% 5% 4% 6% 9% 1% - 73% 0.1% - 1%
Malayalam 3% 3% 4% 0.1% 0.1% 0.0% - 0.3% 0.2% - 0.1%
Oriya 3% 2% 4% - 0.1% 0.1% - 0.1% 0.1% - -
Assamese 2% 1% 3% - - - - - - - -
Preferred language of reading – Top 10
44• Hindi is the preferred language of reading to almost 1/3rd
of all the Indian households; the highest
preference being in Delhi
45. Religion %age of Indian Households
All India Urban Rural Top 25
cities
Top 6
cities
Mum Delhi B’lore K’kata Chennai H’bad
Sample Base 58,288 37,912 20,376 18,687 4,968 800 800 798 758 613 799
Hinduism 90% 87% 92% 86% 85% 92% 79% 95% 78% 95% 82%
Islam 6% 10% 5% 12% 12% 7% 15% 3% 21% 5% 16%
Christianity 1% 1% 1% 1% 2% - 6% - 0.2% - 0.1%
Sikhism 2% 2% 2% 1% 1% 1% 0.1% 2% 1% - 2%
Buddhism 0% 0% 0.0% 0.1% - - - 0.1% 0.1% - 0.1%
Jainism 1% 1% 0.4% 0.4% - - - - - - -
Religion
45
• Almost 9 out of 10 Indian households are ‘Hindus’ overall. Interestingly, ‘Muslims’
households are relatively more in urban India
• While Kolkata has maximum proportion of Muslim households (21%), Bangalore & Chennai
have the highest proportion of Hindu households (95%)
46. Caste %age of Indian Households
All India Urban Rural Top 25
cities
Top 6
cities
Mum Delhi B’lore K’kata Chennai H’bad
Sample Base 58,288 37,912 20,376 18,687 4,968 800 800 798 758 613 799
General 13% 17% 11% 18% 21% 4% 15% 7% 67% - 8%
OBC 16% 11% 18% 5% 3% 2% 4% 0.1% 2% 7% 4%
SC 14% 12% 15% 9% 11% 4% 6% 7% 14% 39% 6%
ST 5% 3% 7% 1% 2% 0.4% 1% 9% 1% 0.3% 0.3%
Not disclosed 53% 57% 50% 66% 64% 89% 75% 77% 16% 55% 83%
Caste
46
• Though the majority of the households did not disclose their caste identity, among those
who did, the relatively ‘backwardly’ categorized caste groups are relatively higher in
proportion at an overall level
48. 56%
44%
62%
31%
7%
29% 34%
14%
31%
36%
43%
44%
66%
36%
33%
37%
29%
43%
10%
15%
7%
20% 22% 25%
32%
14%
26%
9%
16%
3% 1% 3% 3% 3% 1% 2%
16%
4%
37%
52%
26%
28%
4%2%
0%
25%
50%
75%
100%
All India Urban Rural Top 25
Cities
Top 6
Cities
Mumbai Delhi B'lore Kolkata Chennai H'bad
Above Rs.40,000
Rs. 12,500 -
40,000
Rs. 6,250 -
12,500
Up to Rs. 6,250
Monthly Household Income
48
• The biggest chunk of Indian households come from ‘6,250 or lesser’ MHI group at 56%, followed by `6,250
– 12,500 MHI group at 31%. The upper income groups constitutes only 12% of all Indian households
• In urban areas, the income ladder shifts more towards higher income group with 18% of the households
having MHI above `12,500
• Chennai is the most affluent city among the top 6 cities with the average MHI being `17,421
Sample Base: 58,288 37,912 20,376 18,687 4,968 800 800 798 758 613 699
Average MHI (Rs.) 7,050 8,908 6,168 10,524 11,547 12,625 11,738 7,352 10,846 17,421 10,235
49. SEC Average MHI by SEC (In Rs.)
All India Top 25 cities Top 6
cities
Mum Delhi B’lore K’kata Chennai H’bad
Sample Base 58,293 18,687 4,568 800 800 798 758 613 799
SEC A 14,811 16,701 17,965 15,364 22,103 17,289 17,386 15,971 21,838
SEC B 11,012 12,081 13,032 12,574 14,835 10,188 13,142 13,180 13,095
SEC C 8,262 9,768 10,400 11,143 10,385 6,265 10,951 11,103 8,226
R1 7,102 - - - - - - -
SEC D 6,741 7,770 8,239 9,518 7,976 5,521 8,982 9,340 7,392
R2 6,738 - - - - - - -
SEC E 5,785 7,397 7,386 8,515 7,472 3,132 8,625 8,445 4,809
R3 5,571 - - - - - - -
R4 4,973 - - - - - - -
49
Average MHI by SEC
• Socio economic class R1 has higher average MHI than urban SEC D, while R2 has higher MHI than SEC E
50. Income source %age of Indian Households
All India Urban Rural Top 25
cities
Top 6
cities
Mum Delhi B’lore K’kata Chennai H’bad
Sample Base 58,288 37,912 20,376 18,687 4,968 800 800 798 758 613 799
Salary Income 43% 57% 36% 67% 65% 64% 66% 73% 46% 93% 48%
Professional/
Business Income 33% 28% 36% 28% 29% 35% 36% 26% 33% 4% 44%
Remittances
from abroad 0.1% 0.2% 0.1% 0.1% 0.1% - - - - 1% 0.2%
Remittances
from India 0.2% 0.2% 0.2% 0.1% 0.1% 0.1% - 0.1% 0.1% - 0.1%
Rent 1% 1% 1% 1% 1% 0.1% 0.2% 1% 0.3% 0.4% 3%
Interest/
dividend etc.
from investment 0.3% 0.2% 0.3% 0.1% 0.1% - - - - - 1%
Others 19% 9% 23% 5% 4% 1% 0.2% 2% 14% 0.1% 6%
Didn’t disclose 9% 7% 9% 2% 3% 2% 1% 1% 8% 3% 1%
Source of household income
50
• Nearly 2 in 5 of all Indian households (43%) have ‘salary’ as their income source (more so in urban areas at 57%);
In the rural areas, the business/professional income is as big a source of household incomes as salaries (at 36%)
• Chennai has the highest proportion of households for whom salary is the main source of household income (93%)
51. Earning
members
%age of Indian Households
All India Urban Rural Top 25
cities
Top 6
cities
Mum Delhi B’lore K’kata Chennai H’bad
Sample Base 58,288 37,912 20,376 18,687 4,968 800 800 798 758 613 799
1 Member 72% 74% 70% 76% 79% 80% 64% 83% 84% 91% 76%
2 Members 19% 18% 20% 16% 15% 16% 23% 13% 10% 7% 17%
3 Members 6% 5% 7% 5% 4% 3% 9% 2% 3% 2% 5%
4 Members 2% 2% 2% 2% 1% 1% 3% 1% 1% 0.4% 1%
5 or more
members 1% 1% 1% 1% 1% 0.3% 1% - 2% 0.4% 1%
Avg earning
member/HH 1.4 1.4 1.4 1.4 1.3 1.3 1.6 1.2 1.3 1.1 1.3
Family size 4.6 4.3 4.7 4.1 3.9 340.0% 5.0 3.5 3.7 3.8 4.2
%age of
earning
member/HH 30% 33% 30% 34% 33% 38% 32% 34% 35% 29% 31%
Earning members in the family
51
• 72% of the Indian households have only 1 earning member in the family
• Rural areas have marginally more multiple income households at 30% (26% in urban areas)
• Mumbai has the highest proportion of earning members in its households while Chennai has the
lowest proportion of earning members in its households
52. Occupational Profile
of CWE
Average earning member
All India Urban Rural Top 25
cities
Top 6
cities
Mum Delhi B’lore K’kata Chennai H’bad
Sample Base 58,293 37,917 20,376 18,692 4,568 800 800 798 758 613 799
Unskilled/Skilled Workers 1.4 1.4 1.4
1.4
1.3
1.3
1.5
1.3
1.4
1.1
1.3
Shop Owners/Petty
Traders/Business owners 1.3 1.4 1.3
1.3
1.3
1.2
1.5
1.2
1.2
1.2
1.4
Self-employed Professionals 1.3 1.4 1.2
1.3
1.4
1.2
2.3
1.3
1.2
1.1
1.8
Corporate Employees -
Junior Level 1.3 1.4 1.2
1.3
1.3
1.2
1.5
1.1
1.2
1.2
1.3
Corporate Employees -
Mid/Senior Level 1.3 1.7 1.3
1.3
1.5
1.3
1.9
1.3
1.4
1.3
1.6
Average earning members by
occupation
52
• Delhi has the highest no. of earning members in the household
• Households in Delhi with CWE working at middle/senior level in a corporate or as self employed
professionals has relativily highest no. of earning member in the household
53. Ownership
status
%age of Indian Households
All India Urban Rural Top 25
cities
Top 6
cities
Mum Delhi B’lore K’kata Chennai H’bad
Sample Base 58,288 37,912 20,376 18,687 4,968 800 800 798 758 613 799
Owned -
Inherited 69% 50% 79% 36% 27% 19% 35% 20% 19% 49% 28%
Owned -
Purchased with
self fund 18% 23% 16% 28% 27% 43% 38% 26% 13% 6% 23%
Owned -
Purchased taking
a loan 2% 3% 1% 3% 3% 3% 4% 1% 3% 1% 2%
Rented - Taken
by self 9% 20% 3% 31% 40% 30% 20% 51% 61% 40% 42%
Rented -
Provided by
Employer 1% 2% 0.4% 2% 2% 1% 2% 1% 4% 0% 4%
Free
accommodation
provided by
Employer 1% 2% 1% 2% 2% 4% 1% 1% 1% 4% 3%
Ownership status of house residing in
53
• Almost 89% of all Indian households reside in a house that they own (more so in rural areas
where it stands at 96%)
• 77% of households in Delhi own a house; highest among all the top 6 cities
65% of Kolkata households live in a house that is taken on rent
54. Carpet Area %age of Indian Households
All India Urban Rural Top 25
cities
Top 6
cities
Mum Delhi B’lore K’kata Chennai H’bad
Sample Base 58,288 37,912 20,376 18,687 4,968 800 800 798 758 613 799
Less than 250 Sq
ft 15% 23% 12% 29% 29% 29% 36% 16% 35% 5% 36%
250 - 500 Sq ft 35% 36% 34% 42% 46% 49% 41% 58% 41% 55% 31%
500 - 1000 Sq ft 30% 25% 33% 20% 18% 19% 21% 21% 15% 15% 17%
1000 - 1500 Sq ft 12% 9% 14% 5% 4% 2% 2% 5% 4% 6% 10%
1500 - 2000 Sq ft 4% 3% 4% 2% 1% 0.1% 0.1% 0.3% 3% 3% 4%
More than 2000
Sq ft 4% 4% 4% 2% 3% 1% 0.1% 0.3% 2% 16% 3%
Size of the house living in (carpet area)
54
• 65% of Indian households live in ‘mid size houses’ with carpet area between 250-1000 sq ft
• Chennai has the highest proportion of ‘large sized houses’ with carpet area more than
1500 sq ft
55. Financial
Assets
%age of Indian Households
All India Urban Rural Top 25
cities
Top 6
cities
Mum Delhi B’lore K’kata Chennai H’bad
Sample Base 58,288 37,912 20,376 18,687 4,968 800 800 798 758 613 799
Bank Account 47% 53% 43% 60% 59% 91% 84% 66% 30% 20% 25%
Accidental
Insurance 10% 14% 8% 14% 14% 22% 19% 6% 5% 4% 5%
Fixed Deposits 4% 7% 3% 6% 7% 6% 6% 17% 6% 1% 5%
Medical Insurance 2% 4% 1% 6% 7% 13% 5% 3% 1% 4% 4%
House Insurance 1% 3% 1% 3% 3% 3% 10% 0% 1% 0.4% 2%
Crop Insurance 1% - 1% - - - - - - - -
Chit Fund Deposits 1% 1% 0.3% 1% 2% 1% - 0% - - 22%
Demat Account 0.4% 1% 0.2% 2% 2% 6% 1% 0% 0.2% - 2%
Mutual Funds 0.3% 1% 0.1% 1% 1% 1% 1% - - - 1%
Invested in Shares 0.2% 1% 0.1% 1% 1% 1% 0.3% 2% 0.1% - 2%
RBI/Govt. Bonds 0.2% 0.2% 0.1% 0.4% 0.3% 1% - 0.2% - - -
Financial Asset Ownership
55
• More than half of the CWE of the urban households have a bank account (53%)
• Mumbai households show relatively greater preference for bank accounts (91%) and Demat account (6%)
56. Financial
Assets
%age of Indian Households
All India Urban Rural Top 25
cities
Top 6
cities
Mum Delhi B’lore K’kata Chennai H’bad
Sample Base 58,288 37,912 20,376 18,687 4,968 800 800 798 758 613 799
Bicycle 58% 47% 63% 31% 24% 15% 29% 43% 33% 15% 17%
Car 5% 13% 1% 7% 6% 7% 9% 10% 3% 3% 4%
Scooter 7% 11% 5% 7% 7% 2% 9% 9% 1% 8% 15%
Motor Cycle 17% 26% 12% 22% 15% 13% 20% 19% 7% 8% 28%
Commercial
vehicle 2% 1% 2% 1% 1% 1% 2% 1% 1% 0.1% 1%
Vehicle Ownership
56
• Majority of Indian households have only a bicycle as a vehicle (58%); even in the urban
areas (at 47%)
• 9% of Delhi households own a car while households of Hyderabad has the maximum
proportion of two – wheelers (43%)
57. 69%
61%
73%
56%
40%
56%
79%
54%
25%
28%
31% 30%
49%
32%
20%
14%
38% 22%
6% 11%
4%
13% 11% 11% 13% 10% 6% 8%
17%
58%
70%
60%
23%
0.6%1%0.6%0.2% 0.4% 0.1% 0.4% 0.5% 0.4% 0.2% 0.3%
0%
25%
50%
75%
100%
All India Urban Rural Top 25
Cities
Top 6
Cities
Mumbai Delhi B'lore Kolkata Chennai H'bad
Silver Spoons
Wannabes
Balancers
Strugglers
Spending Power Classification*
57
• Nearly 3/5th
of urban households of India fall under the ‘Strugglers’ segment, with the
lowest ability to spend
• Relatively Mumbai households have the highest ability to spend, with 49% of them having
moderate ability to spend (Balancers) and 12% having adequate to high ability to spend
• Hyderabad (17%) has the highest proportion of households with adequate ability to spend
(Wannabes)
Sample Base: 58,288 37,912 20,376 18,687 4,968 800 800 798 758 613 699
58. (by the ‘ability to spend’ of the households)
*Classifying ‘Spending Powers’ in India
Note – The ‘spending power’ of a household has been calculated as an index by taking into account its current status on 5 economic parameters – Current Income (per-capita
monthly household income), Current Short-term stretch-ability of Income (type of credit card owned), Current Short-term shrink-ability of Income (type of loan running in the
household), Long-term past economic standing (house and type of vehicle owned in the house), Long-term economic future prospects (hierarchy of occupation of the chief wage
earner of the household)
64. Type of Color
TV
%age of Indian Households
All India Urban Rural Top 25
cities
Top 6
cities
Mum Delhi B’lore K’kata Chennai H’bad
Sample Base 58,288 37,912 20,376 18,687 4,968 800 800 798 758 613 799
Regular/Flat – 21
inch or less 48% 56% 44% 61% 58% 54% 69% 56% 46% 64% 67%
Regular/Flat – 22
inch- 29 inch 7% 12% 4% 15% 16% 30% 8% 32% 5% 15% 16%
Regular/Flat -
More than 29
inch 1% 1% 0.4% 2% 2% 5% 0.4% 3% 0.2% 4% 4%
LCD – Below 32
inch 0.3% 1% 0.1% 1% 1% 3% 1% 0.2% 0.2% 1% 3%
LCD – 32 inch 0.1% 0.3% 0.4% 1% 1% 1% 1% 0.2% 0.3% 0.2%
LCD - More than
32 inch 0.1% 0.1% 0.1% 0.2% 0.3% 0.1%
Plasma - 40 inch
and above 0.2%
Don’t own
currently 45% 31% 51% 21% 22% 7% 21% 9% 49% 16% 10%
Type of Color TV currently owned
64
• 69% of urban households own a TV with almost half of them owning a regular/flat TV of
size 29 inch or less
• Households in Bangalore has the highest proportion of regular/flat TV of size 22 – 29 inch
65. Color TV
brands
%age of Indian Households
All India Urban Rural Top 25
cities
Top 6
cities
Mum Delhi B’lore K’kata Chennai H’bad
Sample Base 42,586 30,300 12,286 15,494 3,969 750 672 760 545 523 719
LG 27% 27% 26% 29% 34% 21% 40% 45% 24% 28% 48%
Samsung 13% 15% 11% 15% 16% 17% 16% 12% 12% 26% 13%
Onida 13% 12% 13% 13% 11% 18% 12% 12% 9% 4% 9%
BPL 10% 10% 10% 8% 7% 2% 7% 10% 9% 4% 9%
Videocon 9% 9% 9% 11% 7% 14% 8% 4% 5% 2% 3%
Local brand 7% 7% 8% 3% 3% 1% 3% 2% 4% 7% 1%
Sony 3% 5% 2% 8% 12% 11% 4% 5% 26% 17% 11%
Phillips 3% 3% 2% 3% 3% 5% 3% 2% 5% 3% 2%
Akai 3% 2% 3% 3% 2% 4% 3% 1% 3% - 0.2%
Sansui 2% 2% 2% 3% 2% 3% 2% 4% 1% - 2%
Brand of Color TV currently owned – Top 10
65
• LG is the highest selling brand of Color TV with 27% of the urban households owning it
• Sony is owned by 5 % of urban households with the proportion being highest in Kolkata
66. Type of
computer
%age of Indian Households
All India Urban Rural Top 25
cities
Top 6
cities
Mum Delhi B’lore K’kata Chennai H’bad
Sample Base 58,288 37,912 20,376 18,687 4,568 800 800 798 758 613 799
Desktop 4% 12% 1% 8% 6% 12% 6% 34% 5% 5% 9%
Laptop 1% 2% 0.1% 1% 2% 3% 2% 4% 2% 0.4% 0.3%
Don’t own
currently 95% 87% 99% 91% 93% 85% 94% 93% 94% 95% 90%
Type of computer currently owned
66
• 12% of urban households own a desktop and 2% of them own a laptop
• Households in Mumbai has the highest proportion of laptop owners
67. Computer
brands
%age of Indian Households
All India Urban Rural Top 25
cities
Top 6
cities
Mum Delhi B’lore K’kata Chennai H’bad
Sample Base 3,265 2,910 355 1,305 317 51 45 43 85 25 68
Assembled 23% 25% 17% 26% 26% 6% 24% 14% 30% 20% 47%
LG 17% 18% 12% 20% 14% 12% 4% - 23% 20% 14%
HCL 14% 14% 11% 12% 12% 24% 56% 6% 1% - 5%
Samsung 12% 12% 11% 14% 12% 18% - 6% 9% 33% 19%
HP/Compaq 11% 11% 12% 9% 13% 18% 24% 11% 15% - 5%
Dell 7% 7% 7% 6% 11% 3% 20% 28% 12% - 2%
Intel 5% 5% 4% 4% 4% 22% 1% -
Acer 4% 2% 15% 1% 1% 6% 4% - - - -
Intex 3% 2% 4% 3% 1% 8% -
Lenovo 2% 2% 1% 2% 5% 3% 12% 3% 3% 27% -
Sony 1% 1% 2% 2% 2% 3% - - 6% - -
Brand of computer currently owned – Top 10
67
• Most of the households have assembled computers
• LG is the highest selling brand of computer with 18% of the urban households owning it
• Sony is owned by 1 % of urban households with the proportion being highest in Kolkata (6%)
68. Type of Fridge %age of Indian Households
All India Urban Rural Top 25
cities
Top 6
cities
Mum Delhi B’lore K’kata Chennai H’bad
Sample Base 58,288 37,912 20,376 18,687 4,968 800 800 798 758 613 799
Single Door –less
than 200 litre 12% 19% 9% 23% 19% 34% 14% 21% 7% 16% 15%
Single Door –
more than 200
litre 4% 8% 1% 10% 11% 9% 21% 5% 4% 12% 7%
Double Door –
less than 200
litre 1% 3% 0.3% 5% 6% 14% 8% 0% 3% 2% 4%
Double Door –
200-300 litre 0.4% 1% 0.2% 2% 2% 7% 3% 1% 1% 1% 1%
Double Door –
300-400 litre 0.1% 0.1% 0.2% 0.2% 0.4% 0.2% 0.2% 0.3% 0.1% 0.1%
Double Door –
more than 400
litre - - - - - - - - - - -
Don’t own
currently 83% 69% 89% 60% 63% 37% 54% 72% 85% 70% 73%
Type of fridge currently owned
68
• 17% of urban households own a refrigerator
• Households in Mumbai has the highest proportion of fridge owners
• Single door-less than 200 litre is most popular type of fridge among households, while Delhi shows
relatively greater preference for single door fridge with capacity more than 200 litre
69. Computer
brands
%age of Indian Households
All India Urban Rural Top 25
cities
Top 6
cities
Mum Delhi B’lore K’kata Chennai H’bad
Sample Base 22,289 18,026 4,263 9,518 2,135 522 449 418 227 241 278
LG 30% 30% 29% 27% 27% 29% 28% 33% 20% 24% 22%
Godrej 20% 20% 20% 22% 23% 20% 23% 16% 37% 14% 35%
Whirlpool 16% 17% 15% 16% 15% 11% 15% 21% 16% 30% 7%
Samsung 11% 11% 10% 12% 13% 19% 11% 15% 6% 14% 9%
Videocon 8% 8% 8% 9% 9% 10% 11% 7% 4% 8% 4%
Kelvinator 8% 6% 10% 6% 5% 1% 7% 5% 3% 4% 15%
BPL 2% 2% 2% 2% 2% 2% 4% 1% 1% - 1%
Onida 1% 1% 1% 1% 1% 2% 1% 0.4% 1% 1% 1%
Voltas 1% 1% 1% 1% 0.4% 1% 0.3% - 1% - -
Electrolux 1% 0.4% 1% 1% 1% 1% 0.3% 0.4% 0.4% 1% -
Brand of fridge currently owned – Top 10
69
• LG is the highest selling brand of fridge with 30% of the urban households owning it
• Whirlpool is relatively more popular in Bangalore while Godrej is popular in Kolkata &
Hyderabad
70. Type of
washing
machine
%age of Indian Households
All India Urban Rural Top 25
cities
Top 6
cities
Mum Delhi B’lore K’kata Chennai H’bad
Sample Base 58,288 37,912 20,376 18,687 4,968 800 800 798 758 613 799
S A single tub –
without
rinser/spinner 1% 2% 1% 2% 2% 1% 2% 3% 1% 2% 1%
S A – up to 6 kg 1% 3% 1% 5% 5% 4% 9% 4% 1% 1% 4%
S A – 6 kg or
more 1% 2% 0.1% 2% 2% 3% 5% 4% 1% 1% 2%
Fully Automatic
Top Load – up to
6 kg 0.3% 1% - 1% 2% 3% 3% 1% 0.2% 1% 1%
Fully Automatic
Top Load – 6 kg
or more 0.1% 0.3% - 1% 1% 1% 1% 1% 0.1% 1% 1%
Fully Automatic
Front Load – up
to 6 kg - - - 0.1% 0.1% - 0.1% - - 0.1% 1%
Fully Automatic
Front Load – 6 kg
or more - - - - - - - - - - -
Don’t own
currently 97% 92% 99% 89% 89% 87% 80% 89% 98% 94% 91%
Type of washing machine currently
owned
70
• 8 % of urban households own a washing machine, with the penetration being highest in Mumbai
71. Washing
machine
brands
%age of Indian Households
All India Urban Rural Top 25
cities
Top 6
cities
Mum Delhi B’lore K’kata Chennai H’bad
Sample Base 6,948 6,343 605 2,976 714 110 231 188 38 48 99
LG 30% 30% 33% 27% 26% 17% 32% 23% 30% 20% 22%
Whirlpool 19% 19% 20% 19% 20% 26% 15% 13% 15% 40% 24%
Videocon 15% 16% 12% 17% 12% 20% 11% 4% 14% 8% 11%
Samsung 14% 14% 13% 15% 17% 16% 20% 5% - 25% 25%
Godrej 6% 6% 6% 10% 11% 15% 11% 9% 24% 4% 5%
Onida 4% 5% 2% 4% 6% 3% 4% 24% 10% - 1%
BPL 3% 2% 4% 1% 1% 1% 1% - - - 5%
IFB 2% 2% 2% 1% 0.2% - - 0.4% - - 1%
Brand of washing machine currently
owned – Top 10
71
• LG is the highest selling brand of washing machine with 30% of the urban households owning it
• Whirlpool is relatively more popular in Chennai , Hyderabad & Mumbai
73. Value
Propositions
%age of Indian Households
All India Urban Rural Top 25
cities
Top 6
cities
Mum Delhi B’lore K’kata Chennai H’bad
Sample Base 58,288 37,912 20,376 18,687 4,968 800 800 798 758 613 799
The cheapest in
price 41% 40% 41% 35% 34% 26% 42% 16% 31% 64% 31%
Gives basic
features at
reasonable price 47% 44% 48% 45% 47% 44% 38% 66% 56% 28% 47%
Gives better
features at
somewhat higher
price 8% 11% 6% 13% 13% 18% 12% 13% 9% 4% 19%
Have the best
available
features at
whatever price 4% 5% 4% 5% 5% 6% 8% 5% 4% 3% 2%
The most
expensive
available 1% 1% 1% 1% 2% 6% 0.1% 0.2% 1.8%
Value Orientation – Price-Quality Preference
73
• Almost half of all households in both urban and rural areas are ‘economy’ buyers
• Mumbai households have the largest proportion of ‘premium quality’ buyers (30%), while
Chennai has the largest proportion of ‘economy’ buyers (64%)
74. Buying
attributes
%age of Indian Households
All India Urban Rural Top 25
cities
Top 6
cities
Mum Delhi B’lore K’kata Chennai H’bad
Sample Base 58,288 37,912 20,376 18,687 4,968 800 800 798 758 613 799
Price 75% 71% 76% 70% 72% 60% 80% 79% 80% 77% 63%
Brand Image 59% 60% 58% 62% 59% 49% 63% 65% 52% 67% 60%
Performance
Quality 39% 42% 38% 56% 57% 55% 52% 37% 65% 79% 64%
Ease of usage 30% 27% 31% 28% 26% 28% 24% 36% 37% 5% 21%
Design and looks 22% 22% 22% 23% 22% 23% 33% 22% 20% 6% 15%
Premium/advanc
e features 16% 18% 16% 18% 20% 23% 22% 13% 19% 17% 24%
Shopping
experience 16% 15% 17% 16% 15% 19% 14% 16% 11% 9% 14%
Reputation of
the company
making the
product/service 12% 13% 11% 13% 12% 19% 9% 10% 4% 19% 18%
Buying Orientation: Important attributes
74
• Over 3/4rd
of all households (75%) give highest priority to ‘price’ when making buying choices in general. It is
closely followed by ‘brand image’ at 59% (probably indicates a buying logic that if the desired brand comes in the desired price they’ll take it, but if not then
they might go for the next desired brand that can come in the desired price)
• Functionality attributes (quality, usage, looks, features, etc) appear to be their ‘next’ set of priorities
• Households in Mumbai, Kolkata, Chennai & Hyderabad give relatively more importance to performance quality
than the brand image
75. Buying
attributes
%age of Indian Households
All India Urban Rural Top 25
cities
Top 6
cities
Mum Delhi B’lore K’kata Chennai H’bad
Sample Base 58,288 37,912 20,376 18,687 4,968 800 800 798 758 613 799
Ease of
payment/payme
nt options
available 9% 10% 9% 10% 10% 16% 5% 11% 5% 6% 13%
What most
people around
you are
bauying/using 9% 9% 9% 7% 7% 9% 5% 5% 4% 5% 10%
Recommendatio
n by
shopkeeper/deal
er 6% 7% 6% 6% 6% 5% 3% 12% 2% 8% 10%
Recommendatio
n by
friend/relatives/
colleagues 5% 4% 5% 4% 4% 1% 2% 9% 4% 3% 5%
The celebrity
endorsing the
brand 2% 2% 2% 2% 2% 1% 2% 2% 1% 3% 1%
Possibility of
buying online 0.4% 0.3% 1% 0.3% 0.3% 0.1% 0.3% - - 0.2% -
Buying Orientation: Important attributes (contd.)
75
76. Buying
attributes
%age of Indian Households
All India Urban Rural Top 25
cities
Top 6
cities
Mum Delhi B’lore K’kata Chennai H’bad
Sample Base 58,288 37,912 20,376 18,687 4,968 800 800 798 758 613 799
Price Buyer 41% 40% 41% 38% 42% 25% 44% 52% 50% 46% 36%
Image Buyer 39% 38% 40% 36% 31% 38% 28% 22% 33% 23% 34%
Functionality
Buyer 11% 14% 10% 16% 17% 26% 14% 8% 10% 27% 22%
Style Buyer 3% 3% 2% 4% 4% 4% 7% 6% 5% 0.1% 2%
Convenience
Buyer 5% 4% 5% 5% 4% 6% 5% 9% 2% 2% 4%
Word of Mouth
Buyer 1% 1% 1% 1% 1% 0.4% 1% 2% 0.4% 1% 1%
Know-tow Buyer 1% 1% 1% 1% 1% 1% 2% 1% 0.1% 1% 1%
Consumption Lifestyle Classification*
76
• 2 in 5 of all the urban & rural households in India is a ‘price buyer’
• Similar proportion of households in India is a ‘image buyer’ and gives relatively higher
importance to brand name
• Households of Mumbai, Chennai & Hyderabad consume/buy relatively more basis the
functionality of the object
77. *Segmentation of Indian Shoppers
Image Buyer
Considers ‘brand image’, ‘company reputation’ or
shopping ‘experience as most importance
Price Buyer Considers ‘price’ as most important
Functionality Buyer
Gives more importance to ‘performance’ quality and
‘advanced features’
Style Buyer Considers ‘design & looks’ as most important
Convenience Buyer
Gives conveniences like ‘ease of usage’, ‘ease of
payment’ and ‘online buying’ highest importance
Word-of-Mouth Buyer
Gives more importance to ‘recommendation’ by
shopkeeper, friends, relatives, colleagues, etc
Know-tow Buyer
Gets motivated most by what ‘others’ buy or is
‘endorsed’ by celebrities
(by product/brand ‘buying’ orientation)
Segmentation
78. 83% 79%
85%
73%
59%
83%
89%
78%
11%
14%
15% 14%
15%
11%
30%
7%
12%
24%
5% 6% 5%
8% 9%
20%
5% 4% 2%
7% 12%
4% 6% 4% 1%
71%
66% 63%
10%
2% 1% 2%
1%
6%
0%
25%
50%
75%
100%
All India Urban Rural Top 25
Cities
Top 6
Cities
Mumbai Delhi B'lore Kolkata Chennai H'bad
Shopoholic
Shopenthusiast
Shopolazy
Shopophobic
Level of Consumption Impulse*
78
• Almost 4 in 5 of the urban households are categorized as ‘Shopophobic’ (ones who have low levels
of shopping orientation, hates shopping and shops only when it is necessary)
• Only 8% of the urban households show adequate to high shopping orientation
• Households of Bangalore followed by Mumbai show relatively greater orientation towards
shopping
Sample Base: 58,288 37,912 20,376 18,687 4,968 800 800 798 758 613 699
79. Shopophobic
Low Shopping Orientation
(hates shopping, shops only when necessary, buy
only what’s needed and only when things wear
out/break down)
Shopolazy
Moderate Shopping Orientation
(sees shopping as a chore, shops occasionally, buy
what’s required when things wear out/look
old/outdated)
Shopenthusiast
Adequate Shopping Orientation
(likes shopping, shops frequently, often buys what’s
trendy and willing to replace things even if they are
working/in good condition)
Shopoholic
High Shopping Orientation
(loves and enjoys shopping, compulsively buys when
shopping, picks up the latest and trendy to keeps
replacing/upgrading things regularly)
(by ‘orientation’ towards shopping)
Segmentation 1
*Segmentation of Indian Shoppers
Note – The ‘orientation’ towards shopping has been calculated by taking into account attitude of
shoppers on four parameters - Enthusiasm towards shopping, Frequency of shopping, Frequency of
replacing things at home and Keenness to buy what is latest and trendy. For each parameter, a 4-
point scale qualitative statement battery was administered to gauge the responses.
80. Spend heads Average monthly household expenditure (Rs.)
All India Urban Rural Top 25
cities
Top 6
cities
Mum Delhi B’lore K’kata Chennai H’bad
Sample Base 58,288 37,912 20,376 18,687 4,968 800 800 798 758 613 799
Basic
food/grocery 1,852 2,112 1,732 2,292 2,423 2,454 3,083 2,335 1,860 2,694 1,979
Processed Food -
and beverages 265 308 245 321 358 260 350 406 371 453 361
Basic Toiletries 198 230 184 245 255 221 262 282 245 319 232
Cosmetics/Groo
ming products 164 204 144 217 235 195 196 251 332 323 234
Rent 845 1,029 639 1,100 1,234 890 1,326 1,614 606 1,563 1,559
Telephone Bill 303 367 268 417 430 512 431 459 295 570 289
Electricity Bill 290 362 252 432 413 408 550 340 413 351 267
Kitchen Fuel 309 361 285 366 371 346 458 348 325 366 314
Monthly Household Expenditure: Common
head spends
80
• Both urban & rural households spend the largest share of their income on basic
food/grocery; spend being highest in households of Delhi
• Households of Bangalore spend nearly half of their monthly spend of basic food/groceries
on rent
81. Monthly Household Expenditure: Common
head spends (contd.)
81
• Households of Delhi spend relatively more on transport/conveyance
• Kolkata & Chennai households spend relatively more on indoor & outdoor entertainment
respectively
Spend heads Average monthly household expenditure (Rs.)
All India Urban Rural Top 25
cities
Top 6
cities
Mum Delhi B’lore K’kata Chennai H’bad
Sample Base 58,288 37,912 20,376 18,687 4,968 800 800 798 758 613 799
Transport/Conve
yance 363 450 323 536 522 456 722 529 280 388 368
Indoor
entertainment 316 375 278 389 451 394 487 437 516 486 436
Outdoor
entertainment 362 471 288 521 574 549 595 684 361 754 506
Loans & other
liability
payments 898 1,477 743 1,396 1,386 2,182 513 1,725 822 1,814 1,915
Farm Equipment
running cost 278 - 438 - - - - - - - -
Cattle
feed/fodder 317 - 474 - - - - - - - -
82. Annual Household Expenditure: Common
head spends
82
• Households of Delhi spend relatively more annually on clothing, footwear & fashion
accessories
• Households of Chennai spend more on Gold/precious jewelery
Spend heads Average yearly household expenditure (Rs.)
All India Urban Rural Top 25
cities
Top 6
cities
Mum Delhi B’lore K’kata Chennai H’bad
Sample Base 58,288 37,912 20,376 18,687 4,968 800 800 798 758 613 799
Clothing 3,349 3,790 3,146 4,121 4,364 5,652 4,890 4,107 3,063 4,425 4,166
Footwear 1,008 1,158 939 1,285 1,379 1,137 2,639 1,108 975 730 883
Fashion
accessories 998 1,163 904 1,329 1,546 1,395 2,010 1,088 1,084 1,872 946
Watches 982 1,021 956 1,039 1,102 1,092 1,108 2,102 682 851 1,038
Gold/Precious
Jewelry 5,147 5,554 4,896 6,069 5,420 6,581 5,131 4,822 3,500 14,541 2,376
Vehicle
maintenance 2,136 2,496 1,917 2,520 3,151 2,156 3,392 1,395 1,259 2,549 7,768
Durables/Applia
nce purchase 2,094 2,546 1,779 2,335 2411 2,355 2,030 3,024 4,534 1,302 2,696
Holidays 2,681 3,004 2,275 3,755 3607 4,284 3,199 2,847 4,073 4,170 5,671
84. Type of loan %age of Indian Households
All India Urban Rural Top 25
cities
Top 6
cities
Mum Delhi B’lore K’kata Chennai H’bad
Sample Base 58,288 37,912 20,376 18,687 4,968 800 800 798 758 613 799
Home Loan 2% 2% 2% 1% 0.8% 0.4% 0.3% 1.3% 1.1% 0.4% 1.5%
Two Wheeler
Loan 1% 1% 1% 1% 0.4% 0.1% - 0.5% 0.1% 0.9% 0.9%
Education Loan 0.6% 0.3% 1% 0.1% 0.1% 0.1% - 0.6% - 0.2% 0.1%
Business Loan 0.6% 0.4% 1% 0.2% 0.2% 1% - 0.1% 0.1% 0.1% 0.3%
Car Loan 0.3% 1% 0.1% 0.3% 0.1% - 0.1% 0.1% 0.1% 0.3% 0.1%
Consumer
durable Loan 0.2% 0.1% 0.2% 0.1% 0.1% 0.1% - - - 0.4% 0.1%
Seeds/Fertilizer
Load 5% - 7% - - - - - - - -
Agriculture Loan 1% - 2% - - - - - - - -
Loan for Land 1% - 1% - - - - - - - -
No loan liability 89% 96% 86% 98% 98% 99% 100% 97% 99% 98% 97%
Current loan liability
84• Almost 9 out of 10 households do not have a currently running loan obligation
85. Investment Status Classification*
85
• Almost 2/3rd
of all urban households do not invest in any financial instruments and are
therefore classified as ‘Non-Investing’
• Among those households who have invested in at least one financial instrument, nearly
1 in 5 have invested in single financial instrument
• Households of Mumbai, followed by Hyderabad & Delhi have show higher propensity to
invest in multiple financial instruments
67% 66% 68% 66%
43%
66%
83%
93%
21% 20% 20% 21%
31%
23% 18%
13%
4%
36%
11% 13% 10% 14% 14%
26%
10% 12%
4% 3%
8%
1% 1% 1%
55%
69%
64%
22%
1%1% 1%
0%
25%
50%
75%
100%
All India Urban Rural Top 25
Cities
Top 6
Cities
Mumbai Delhi B'lore Kolkata Chennai H'bad
Swimmers
Dippers
Shallows
Non-Investing
Sample Base: 58,288 37,912 20,376 18,687 4,968 800 800 798 758 613 699
86. *Household Segmentation by Financial Investments
(by ‘number’ of financial instruments invested in)
Non-Investing No financial instrument invested in
Shallows Invested in only 1 financial instrument
Swimmers Invested in 2-3 financial instruments
Deep Divers
Invested in 4 or more financial
instruments
Segmentation 1