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SEC Classification System.pdf

The document outlines consumer goods ownership and usage among different socio-economic classes (SECs) in India. It divides the population into 12 SECs based on size and describes the most commonly owned, commonly used, and newly adopted consumer goods for each SEC. SEC A1 makes up 0.5% of the population and owns appliances like ACs and cars. SECs represent progressively larger portions of the population up to SEC E3, which represents 9.6% of Indians. Higher SECs have higher rates of ownership for newer technologies while lower SECs show increasing adoption of basic appliances. The document provides detailed breakdowns of consumer goods penetration across India's diverse population.

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1 THE NEW DEMOGRAPHIC MAP OF INDIA
UNDERSTANDING NEW SEC GROUPS 2
Understanding New SEC Groups 3 New SEC Size Most Own / Use (60%+) About Half Use (30 – 60%) New Adoption (5 – 30%) % Cum A1 0.5 0.5 AC, Car, Computer, DVD, Geyser, Dining table, MFD, basmati, Noodles, Ketchup Internet, Microwave, Water purifier, Vacuum cleaner, Digital camera Premium car, LCD / Plasma / projection TV, Electric kettle, Cooking range, Video camera, , Readymade paste A2 1.8 2.3 A3 3.0 5.4 B1 4.0 9.4 B2 5.1 14.5 C1 7.0 21.4 C2 7.2 28.7 D1 11.4 40.1 D2 15.1 55.1 E1 19.5 74.6 E2 15.8 90.4 E3 9.6 100.0
Understanding New SEC Groups 4 New SEC Size Most Own / Use (60%+) About Half Use (30 – 60%) New Adoption (5 – 30%) % Cum A1 0.5 0.5 AC, Car, Computer, DVD, Geyser, Dining table, MFD, basmati, Noodles, Ketchup Internet, Microwave, Water purifier, Vacuum cleaner, Digital camera Premium car, LCD / Plasma / projection TV, Electric kettle, Cooking range, Video camera, Readymade paste A2 1.8 2.3 Washing machine, Kitchen sink, Telephone, Floor cleaners, Coffee Car, Computer, Still camera, Flat TV, Large refrigerator, Dining table, Ketchup/sauce, Jam, Glucose, Honey AC, Internet, Water purifier, Microwave, Vacuum cleaner, Printer, Digital camera, Cheese, Soups, Tomato paste A3 3.0 5.4 B1 4.0 9.4 B2 5.1 14.5 C1 7.0 21.4 C2 7.2 28.7 D1 11.4 40.1 D2 15.1 55.1 E1 19.5 74.6 E2 15.8 90.4 E3 9.6 100.0
Understanding New SEC Groups 5 New SEC Size Most Own / Use (60%+) About Half Use (30 – 60%) New Adoption (5 – 30%) % Cum A1 0.5 0.5 AC, Car, Computer, DVD, Geyser, Dining table, MFD, basmati, Noodles, Ketchup Flat TV, Large refrigerators, Internet, Microwave, Water purifier, Vacuum cleaner, Digital camera Premium car, LCD / Plasma / projection TV, Electric kettle, Cooking range, Video camera, Readymade paste A2 1.8 2.3 Washing machine, Kitchen sink, Telephone, Floor cleaners, Coffee Car, Computer, Still camera, Flat TV, Large refrigerator, Dining table, Ketchup/sauce, Jam, Glucose, Honey AC, Internet, Water purifier, Microwave, Vacuum cleaner, Printer, Digital camera, Cheese, Soups, Tomato paste A3 3.0 5.4 Toilet cleaner, Ghee Washing machine, DVD, Air cooler, Basmati, Noodles Car, Computer, Geyser B1 4.0 9.4 B2 5.1 14.5 C1 7.0 21.4 C2 7.2 28.7 D1 11.4 40.1 D2 15.1 55.1 E1 19.5 74.6 E2 15.8 90.4 E3 9.6 100.0
Understanding New SEC Groups 6 New SEC Size Most Own / Use (60%+) About Half Use (30 – 60%) New Adoption (5 – 30%) % Cum A1 0.5 0.5 AC, Car, Computer, DVD, Geyser, Dining table, MFD, basmati, Noodles, Ketchup Flat TV, Large refrigerators, Internet, Microwave, Water purifier, Vacuum cleaner, Digital camera Premium car, LCD / Plasma / projection TV, Electric kettle, Cooking range, Video camera, Readymade paste A2 1.8 2.3 Washing machine, Kitchen sink, Telephone, Floor cleaners, Coffee Car, Computer, Still camera, Flat TV, Large refrigerator, Dining table, Ketchup/sauce, Jam, Glucose, Honey AC, Internet, Water purifier, Microwave, Vacuum cleaner, Printer, Digital camera, Cheese, Soups, Tomato paste A3 3.0 5.4 Toilet cleaner, Ghee Washing machine, DVD, Air cooler, Basmati, Noodles Car, Computer, Geyser, B1 4.0 9.4 Electric iron, 2 wheeler, Refrigerator, Mosquito repellent Telephone, Kitchen sink, Coffee, Floor cleaners, MFD Fabric bleaches B2 5.1 14.5 C1 7.0 21.4 C2 7.2 28.7 D1 11.4 40.1 D2 15.1 55.1 E1 19.5 74.6 E2 15.8 90.4 E3 9.6 100.0
Understanding New SEC Groups 7 New SEC Size Most Own / Use (60%+) About Half Use (30 – 60%) New Adoption (5 – 30%) % Cum A1 0.5 0.5 AC, Car, Computer, DVD, Geyser, Dining table, MFD, basmati, Noodles, Ketchup Flat TV, Large refrigerators, Internet, Microwave, Water purifier, Vacuum cleaner, Digital camera Premium car, LCD / Plasma / projection TV, Electric kettle, Cooking range, Video camera, Readymade paste A2 1.8 2.3 Washing machine, Kitchen sink, Telephone, Floor cleaners, Coffee Car, Computer, Still camera, Flat TV, Large refrigerator, Dining table, Ketchup/sauce, Jam, Glucose, Honey AC, Internet, Water purifier, Microwave, Vacuum cleaner, Printer, Digital camera, Cheese, Soups, Tomato paste A3 3.0 5.4 Toilet cleaner, Ghee Washing machine, DVD, Air cooler, Basmati, Noodles Car, Computer, Geyser B1 4.0 9.4 Electric iron, 2 wheeler, Refrigerator, Mosquito repellent Telephone, Kitchen sink, Coffee, Floor cleaners, MFD Fabric bleaches B2 5.1 14.5 Utensil cleaner Refrigerator, Toilet cleaner Large refrigerators, Washing machine, Still camera, Ketchup, Jam C1 7.0 21.4 C2 7.2 28.7 D1 11.4 40.1 D2 15.1 55.1 E1 19.5 74.6 E2 15.8 90.4
Understanding New SEC Groups 8 New SEC Size Most Own / Use (60%+) About Half Use (30 – 60%) New Adoption (5 – 30%) % Cum A1 0.5 0.5 AC, Car, Computer, DVD, Geyser, Dining table, MFD, basmati, Noodles, Ketchup Flat TV, Large refrigerators, Internet, Microwave, Water purifier, Vacuum cleaner, Digital camera Premium car, LCD / Plasma / projection TV, Electric kettle, Cooking range, Video camera, Readymade paste A2 1.8 2.3 Washing machine, Kitchen sink, Telephone, Floor cleaners, Coffee Car, Computer, Still camera, Flat TV, Large refrigerator, Dining table, Ketchup/sauce, Jam, Glucose, Honey AC, Internet, Water purifier, Microwave, Vacuum cleaner, Printer, Digital camera, Cheese, Soups, Tomato paste A3 3.0 5.4 Toilet cleaner, Ghee Washing machine, DVD, Air cooler, Basmati, Noodles Car, Computer, Geyser B1 4.0 9.4 Electric iron, 2 wheeler, Refrigerator, Mosquito repellent Telephone, Kitchen sink, Coffee, Floor cleaners, MFD Fabric bleaches B2 5.1 14.5 Utensil cleaner Refrigerator, Toilet cleaner Large refrigerators, Washing machine, Still camera, Ketchup, Jam C1 7.0 21.4 Music system, 2 wheeler C2 7.2 28.7 D1 11.4 40.1 D2 15.1 55.1 E1 19.5 74.6 E2 15.8 90.4 E3 9.6 100.0
Understanding New SEC Groups 9 New SEC Size Most Own / Use (60%+) About Half Use (30 – 60%) New Adoption (5 – 30%) % Cum A1 0.5 0.5 AC, Car, Computer, DVD, Geyser, Dining table, MFD, basmati, Noodles, Ketchup Flat TV, Large refrigerators, Internet, Microwave, Water purifier, Vacuum cleaner, Digital camera Premium car, LCD / Plasma / projection TV, Electric kettle, Cooking range, Video camera, Readymade paste A2 1.8 2.3 Washing machine, Kitchen sink, Telephone, Floor cleaners, Coffee Car, Computer, Still camera, Flat TV, Large refrigerator, Dining table, Ketchup/sauce, Jam, Glucose, Honey AC, Internet, Water purifier, Microwave, Vacuum cleaner, Printer, Digital camera, Cheese, Soups, Tomato paste A3 3.0 5.4 Toilet cleaner, Ghee Washing machine, DVD, Air cooler, Basmati, Noodles Car, Computer, Geyser, B1 4.0 9.4 Electric iron, 2 wheeler, Refrigerator, Mosquito repellent Telephone, Kitchen sink, Coffee, Floor cleaners, MFD Fabric bleaches B2 5.1 14.5 Utensil cleaner Refrigerator, Toilet cleaner Large refrigerators, Washing machine, Still camera, Ketchup, Jam C1 7.0 21.4 Music system, 2 wheeler C2 7.2 28.7 Cooker, LPG, Talcum powder, Fabric whitener Electric iron, Ghee Refrigerator, Kitchen sink, Air cooler, DVD, Dining table, Milk powder D1 11.4 40.1 D2 15.1 55.1 E1 19.5 74.6
Understanding New SEC Groups 10 New SEC Size Most Own / Use (60%+) About Half Use (30 – 60%) New Adoption (5 – 30%) % Cum A1 0.5 0.5 AC, Car, Computer, DVD, Geyser, Dining table, MFD, basmati, Noodles, Ketchup Flat TV, Large refrigerators, Internet, Microwave, Water purifier, Vacuum cleaner, Digital camera Premium car, LCD / Plasma / projection TV, Electric kettle, Cooking range, Video camera, Readymade paste A2 1.8 2.3 Washing machine, Kitchen sink, Telephone, Floor cleaners, Coffee Car, Computer, Still camera, Flat TV, Large refrigerator, Dining table, Ketchup/sauce, Jam, Glucose, Honey AC, Internet, Water purifier, Microwave, Vacuum cleaner, Printer, Digital camera, Cheese, Soups, Tomato paste A3 3.0 5.4 Toilet cleaner, Ghee Washing machine, DVD, Air cooler, Basmati, Noodles Car, Computer, Geyser, B1 4.0 9.4 Electric iron, 2 wheeler, Refrigerator, Mosquito repellent Telephone, Kitchen sink, Coffee, Floor cleaners, MFD Fabric bleaches B2 5.1 14.5 Utensil cleaner Refrigerator, Toilet cleaner Large refrigerators, Washing machine, Still camera, Ketchup, Jam C1 7.0 21.4 Music system, 2 wheeler C2 7.2 28.7 Cooker, LPG, Talcum powder, Fabric whitener Electric iron, Ghee Refrigerator, Kitchen sink, Air cooler, DVD, Dining table, Milk powder D1 11.4 40.1 TV, Toothpaste Cooker, LPG, Mosquito repellent, Utensil cleaner 2 wheeler, Telephone, Floor cleaner, MFD, Honey, Noodles D2 15.1 55.1
Understanding New SEC Groups 11 New SEC Size Most Own / Use (60%+) About Half Use (30 – 60%) New Adoption (5 – 30%) % Cum A1 0.5 0.5 AC, Car, Computer, DVD, Geyser, Dining table, MFD, basmati, Noodles, Ketchup Flat TV, Large refrigerators, Internet, Microwave, Water purifier, Vacuum cleaner, Digital camera Premium car, LCD / Plasma / projection TV, Electric kettle, Cooking range, Video camera, Readymade paste A2 1.8 2.3 Washing machine, Kitchen sink, Telephone, Floor cleaners, Coffee Car, Computer, Still camera, Flat TV, Large refrigerator, Dining table, Ketchup/sauce, Jam, Glucose, Honey AC, Internet, Water purifier, Microwave, Vacuum cleaner, Printer, Digital camera, Cheese, Soups, Tomato paste A3 3.0 5.4 Toilet cleaner, Ghee Washing machine, DVD, Air cooler, Basmati, Noodles Car, Computer, Geyser B1 4.0 9.4 Electric iron, 2 wheeler, Refrigerator, Mosquito repellent Telephone, Kitchen sink, Coffee, Floor cleaners, MFD Fabric bleaches B2 5.1 14.5 Utensil cleaner Refrigerator, Toilet cleaner Large refrigerators, Washing machine, Still camera, Ketchup, Jam C1 7.0 21.4 Music system, 2 wheeler C2 7.2 28.7 Cooker, LPG, Talcum powder, Fabric whitener Electric iron, Ghee Refrigerator, Kitchen sink, Air cooler, DVD, Dining table, Milk powder D1 11.4 40.1 TV, Toothpaste Cooker, LPG, Mosquito repellent, Utensil cleaner 2 wheeler, Telephone, Floor cleaner, MFD, Honey, Noodles D2 15.1 55.1 Fan, Tooth brush TV LPG, Iron, Toilet cleaner, Glucose E1 19.5 74.6
Understanding New SEC Groups 12 New SEC Size Most Own / Use (60%+) About Half Use (30 – 60%) New Adoption (5 – 30%) % Cum A1 0.5 0.5 AC, Car, Computer, DVD, Geyser, Dining table, MFD, basmati, Noodles, Ketchup Flat TV, Large refrigerators, Internet, Microwave, Water purifier, Vacuum cleaner, Digital camera Premium car, LCD / Plasma / projection TV, Electric kettle, Cooking range, Video camera, Readymade paste A2 1.8 2.3 Washing machine, Kitchen sink, Telephone, Floor cleaners, Coffee Car, Computer, Still camera, Flat TV, Large refrigerator, Dining table, Ketchup/sauce, Jam, Glucose, Honey AC, Internet, Water purifier, Microwave, Vacuum cleaner, Printer, Digital camera, Cheese, Soups, Tomato paste A3 3.0 5.4 Toilet cleaner, Ghee Washing machine, DVD, Air cooler, Basmati, Noodles Car, Computer, Geyser, B1 4.0 9.4 Electric iron, 2 wheeler, Refrigerator, Mosquito repellent Telephone, Kitchen sink, Coffee, Floor cleaners, MFD Fabric bleaches B2 5.1 14.5 Utensil cleaner Refrigerator, Toilet cleaner Large refrigerators, Washing machine, Still camera, Ketchup, Jam C1 7.0 21.4 Music system, 2 wheeler C2 7.2 28.7 Cooker, LPG, Talcum powder, Fabric whitener Electric iron, Ghee Refrigerator, Kitchen sink, Air cooler, DVD, Dining table, Milk powder D1 11.4 40.1 TV, Toothpaste Cooker, LPG, Mosquito repellent, Utensil cleaner 2 wheeler, Telephone, Floor cleaner, MFD, Honey, Noodles D2 15.1 55.1 Fan, Tooth brush TV LPG, Iron, Toilet cleaner, Glucose E1 19.5 74.6 Toothpaste, Talcum Fan, Cooker, Utensil cleaner, Coffee,
Understanding New SEC Groups 13 New SEC Size Most Own / Use (60%+) About Half Use (30 – 60%) New Adoption (5 – 30%) % Cum A2 1.8 2.3 Washing machine, Kitchen sink, Telephone, Floor cleaners, Coffee Car, Computer, Still camera, Flat TV, Large refrigerator, Dining table, Ketchup/sauce, Jam, Glucose, Honey AC, Internet, Water purifier, Microwave, Vacuum cleaner, Printer, Digital camera, Cheese, Soups, Tomato paste A3 3.0 5.4 Toilet cleaner, Ghee Washing machine, DVD, Air cooler, Basmati, Noodles Car, Computer, Geyser B1 4.0 9.4 Electric iron, 2 wheeler, Refrigerator, Mosquito repellent Telephone, Kitchen sink, Coffee, Floor cleaners, MFD Fabric bleaches B2 5.1 14.5 Utensil cleaner Refrigerator, Toilet cleaner Large refrigerators, Washing machine, Still camera, Ketchup, Jam C1 7.0 21.4 Music system, 2 wheeler C2 7.2 28.7 Cooker, LPG, Talcum powder, Fabric whitener Electric iron, Ghee Refrigerator, Kitchen sink, Air cooler, DVD, Dining table, Milk powder D1 11.4 40.1 TV, Toothpaste Cooker, LPG, Mosquito repellent, Utensil cleaner 2 wheeler, Telephone, Floor cleaner, MFD, Honey, Noodles D2 15.1 55.1 Fan, Tooth brush TV LPG, Iron, Toilet cleaner, Glucose E1 19.5 74.6 Toothpaste, Talcum powder, Electricity Fan, Cooker, Utensil cleaner, Coffee, Hair wash products E2 15.8 90.4 Shampoo, Hair oil Tooth powder / brush, Fabric whitener, Vanaspati TV, Cooker, Music system, Electricity
Understanding New SEC Groups 14 New SEC Size Most Own / Use (60%+) About Half Use (30 – 60%) New Adoption (5 – 30%) % Cum A3 3.0 5.4 Toilet cleaner, Ghee Washing machine, DVD, Air cooler, Basmati, Noodles Car, Computer, Geyser B1 4.0 9.4 Electric iron, 2 wheeler, Refrigerator, Mosquito repellent Telephone, Kitchen sink, Coffee, Floor cleaners, MFD Fabric bleaches B2 5.1 14.5 Utensil cleaner Refrigerator, Toilet cleaner Large refrigerators, Washing machine, Still camera, Ketchup, Jam C1 7.0 21.4 Music system, 2 wheeler C2 7.2 28.7 Cooker, LPG, Talcum powder, Fabric whitener Electric iron, Ghee Refrigerator, Kitchen sink, Air cooler, DVD, Dining table, Milk powder D1 11.4 40.1 TV, Toothpaste Cooker, LPG, Mosquito repellent, Utensil cleaner 2 wheeler, Telephone, Floor cleaner, MFD, Honey, Noodles D2 15.1 55.1 Fan, Tooth brush TV LPG, Iron, Toilet cleaner, Glucose E1 19.5 74.6 Toothpaste, Talcum powder, Electricity Fan, Cooker, Utensil cleaner, Coffee, Hair wash products E2 15.8 90.4 Shampoo, Hair oil Tooth powder / brush, Fabric whitener, Vanaspati TV, Cooker, Music system, Electricity E3 9.6 100 Edible oil, Bathing soap, Washing cakes / powder, Tea, Biscuits Bicycle, Shampoo, Hair oil, Vanaspati Tooth paste/powder / brush, Talcum powder, Fabric whitener, Mosquito repellent, Ghee,
New SEC Distribution 15
The New SEC Pyramid (U+R) 1.1 2.1 2.5 2.5 6.1 7 3.5 5.3 3 8.4 28.4 30.1 A1 A2 B1 B2 C D E1 E2 R1 R2 R3 R4 16 SEC/New SEC Size in , U+R Full Database(IRS 2008 R2) 0.5 1.8 3.0 4.0 5.1 7.0 7.2 11.4 15.1 19.5 15.8 9.6 A1 A2 A3 B1 B2 C1 C2 D1 D2 E1 E2 E3 Note: The two distribution are not strictly comparable as SEC is different for Urban & Rural & New SEC combines the two
How Different are New SEC Groups? 17 0 5000 10000 15000 20000 A1 A2 A3 B1 B2 C1 C2 D1 D2 E1 E2 E3 Average MHI in Rs. Population Avg. MHI 2900 0 50 100 150 200 250 A1 A2 A3 B1 B2 C1 C2 D1 D2 E1 E2 E3 Average HPI Population Avg. HPI: 11.1 HPI: Household Premiumness Index
New SEC Distribution by State 18 A1 A2 A3 B1 B2 C1 C2 D1 D2 E1 E2 E3 All India New SEC Distribution Maharashtra AP TN Kerala Madhya Pradesh Uttar Pradesh Uttarakhand HP Punjab Haryana Rajasthan Gujarat Orissa WB Bihar Assam Goa Jharkhand
19 SEC A1 Distribution Maharashtra AP TN Kerala Madhya Pradesh Uttar Pradesh Uttarakhand HP Punjab Haryana Rajasthan Gujarat Orissa WB Bihar Assam Goa Jharkhand High Low
20 SEC A Distribution Maharashtra AP TN Kerala Madhya Pradesh Uttar Pradesh Uttarakhand HP Punjab Haryana Rajasthan Gujarat Orissa WB Bihar Assam Goa Jharkhand High Low A = A1 + A2 + A3 = 5.4
21 SEC E Distribution Maharashtra AP TN Kerala Madhya Pradesh Uttar Pradesh Uttarakhand HP Punjab Haryana Rajasthan Gujarat Orissa WB Bihar Assam Goa Jharkhand Low High
All India New SEC Distribution Index 0 100 200 300 400 500 600 700 A1 A2 A3 B1 B2 C1 C2 D1 D2 E1 E2 E3 22 SEC A1 – 40L+ penetration 3.5 SEC A1 - All India penetration 0.5 Index 3.5 / 0.5 X 100 = 700
What Happens to Your Existing TG Based on Current SEC? 23 A1 A2 B1 B2 A1 25.6 8.9 1.6 0.2 A2 63.8 39.7 17.6 3.6 A3 80.7 63.6 42.6 21.6 B1 90.6 80.5 65.2 42.1 B2 95.6 90.7 81.4 60.9 C1 95.7 91.4 85.6 77.7 C2 98.5 96.8 93.9 83.0 D1 99.2 98.8 98.0 93.4 D2 99.6 99.5 99.5 97.7 E1 100.0 100.0 99.9 99.5 E2 100.0 100.0 100.0 100.0 E3 100.0 100.0 100.0 100.0 Cumulative Col % * Assumed %. You may work with different %
24 Thank You

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SEC Classification System.pdf

  • 1.
  • 2.
  • 3.
    Understanding New SECGroups 3 New SEC Size Most Own / Use (60%+) About Half Use (30 – 60%) New Adoption (5 – 30%) % Cum A1 0.5 0.5 AC, Car, Computer, DVD, Geyser, Dining table, MFD, basmati, Noodles, Ketchup Internet, Microwave, Water purifier, Vacuum cleaner, Digital camera Premium car, LCD / Plasma / projection TV, Electric kettle, Cooking range, Video camera, , Readymade paste A2 1.8 2.3 A3 3.0 5.4 B1 4.0 9.4 B2 5.1 14.5 C1 7.0 21.4 C2 7.2 28.7 D1 11.4 40.1 D2 15.1 55.1 E1 19.5 74.6 E2 15.8 90.4 E3 9.6 100.0
  • 4.
    Understanding New SECGroups 4 New SEC Size Most Own / Use (60%+) About Half Use (30 – 60%) New Adoption (5 – 30%) % Cum A1 0.5 0.5 AC, Car, Computer, DVD, Geyser, Dining table, MFD, basmati, Noodles, Ketchup Internet, Microwave, Water purifier, Vacuum cleaner, Digital camera Premium car, LCD / Plasma / projection TV, Electric kettle, Cooking range, Video camera, Readymade paste A2 1.8 2.3 Washing machine, Kitchen sink, Telephone, Floor cleaners, Coffee Car, Computer, Still camera, Flat TV, Large refrigerator, Dining table, Ketchup/sauce, Jam, Glucose, Honey AC, Internet, Water purifier, Microwave, Vacuum cleaner, Printer, Digital camera, Cheese, Soups, Tomato paste A3 3.0 5.4 B1 4.0 9.4 B2 5.1 14.5 C1 7.0 21.4 C2 7.2 28.7 D1 11.4 40.1 D2 15.1 55.1 E1 19.5 74.6 E2 15.8 90.4 E3 9.6 100.0
  • 5.
    Understanding New SECGroups 5 New SEC Size Most Own / Use (60%+) About Half Use (30 – 60%) New Adoption (5 – 30%) % Cum A1 0.5 0.5 AC, Car, Computer, DVD, Geyser, Dining table, MFD, basmati, Noodles, Ketchup Flat TV, Large refrigerators, Internet, Microwave, Water purifier, Vacuum cleaner, Digital camera Premium car, LCD / Plasma / projection TV, Electric kettle, Cooking range, Video camera, Readymade paste A2 1.8 2.3 Washing machine, Kitchen sink, Telephone, Floor cleaners, Coffee Car, Computer, Still camera, Flat TV, Large refrigerator, Dining table, Ketchup/sauce, Jam, Glucose, Honey AC, Internet, Water purifier, Microwave, Vacuum cleaner, Printer, Digital camera, Cheese, Soups, Tomato paste A3 3.0 5.4 Toilet cleaner, Ghee Washing machine, DVD, Air cooler, Basmati, Noodles Car, Computer, Geyser B1 4.0 9.4 B2 5.1 14.5 C1 7.0 21.4 C2 7.2 28.7 D1 11.4 40.1 D2 15.1 55.1 E1 19.5 74.6 E2 15.8 90.4 E3 9.6 100.0
  • 6.
    Understanding New SECGroups 6 New SEC Size Most Own / Use (60%+) About Half Use (30 – 60%) New Adoption (5 – 30%) % Cum A1 0.5 0.5 AC, Car, Computer, DVD, Geyser, Dining table, MFD, basmati, Noodles, Ketchup Flat TV, Large refrigerators, Internet, Microwave, Water purifier, Vacuum cleaner, Digital camera Premium car, LCD / Plasma / projection TV, Electric kettle, Cooking range, Video camera, Readymade paste A2 1.8 2.3 Washing machine, Kitchen sink, Telephone, Floor cleaners, Coffee Car, Computer, Still camera, Flat TV, Large refrigerator, Dining table, Ketchup/sauce, Jam, Glucose, Honey AC, Internet, Water purifier, Microwave, Vacuum cleaner, Printer, Digital camera, Cheese, Soups, Tomato paste A3 3.0 5.4 Toilet cleaner, Ghee Washing machine, DVD, Air cooler, Basmati, Noodles Car, Computer, Geyser, B1 4.0 9.4 Electric iron, 2 wheeler, Refrigerator, Mosquito repellent Telephone, Kitchen sink, Coffee, Floor cleaners, MFD Fabric bleaches B2 5.1 14.5 C1 7.0 21.4 C2 7.2 28.7 D1 11.4 40.1 D2 15.1 55.1 E1 19.5 74.6 E2 15.8 90.4 E3 9.6 100.0
  • 7.
    Understanding New SECGroups 7 New SEC Size Most Own / Use (60%+) About Half Use (30 – 60%) New Adoption (5 – 30%) % Cum A1 0.5 0.5 AC, Car, Computer, DVD, Geyser, Dining table, MFD, basmati, Noodles, Ketchup Flat TV, Large refrigerators, Internet, Microwave, Water purifier, Vacuum cleaner, Digital camera Premium car, LCD / Plasma / projection TV, Electric kettle, Cooking range, Video camera, Readymade paste A2 1.8 2.3 Washing machine, Kitchen sink, Telephone, Floor cleaners, Coffee Car, Computer, Still camera, Flat TV, Large refrigerator, Dining table, Ketchup/sauce, Jam, Glucose, Honey AC, Internet, Water purifier, Microwave, Vacuum cleaner, Printer, Digital camera, Cheese, Soups, Tomato paste A3 3.0 5.4 Toilet cleaner, Ghee Washing machine, DVD, Air cooler, Basmati, Noodles Car, Computer, Geyser B1 4.0 9.4 Electric iron, 2 wheeler, Refrigerator, Mosquito repellent Telephone, Kitchen sink, Coffee, Floor cleaners, MFD Fabric bleaches B2 5.1 14.5 Utensil cleaner Refrigerator, Toilet cleaner Large refrigerators, Washing machine, Still camera, Ketchup, Jam C1 7.0 21.4 C2 7.2 28.7 D1 11.4 40.1 D2 15.1 55.1 E1 19.5 74.6 E2 15.8 90.4
  • 8.
    Understanding New SECGroups 8 New SEC Size Most Own / Use (60%+) About Half Use (30 – 60%) New Adoption (5 – 30%) % Cum A1 0.5 0.5 AC, Car, Computer, DVD, Geyser, Dining table, MFD, basmati, Noodles, Ketchup Flat TV, Large refrigerators, Internet, Microwave, Water purifier, Vacuum cleaner, Digital camera Premium car, LCD / Plasma / projection TV, Electric kettle, Cooking range, Video camera, Readymade paste A2 1.8 2.3 Washing machine, Kitchen sink, Telephone, Floor cleaners, Coffee Car, Computer, Still camera, Flat TV, Large refrigerator, Dining table, Ketchup/sauce, Jam, Glucose, Honey AC, Internet, Water purifier, Microwave, Vacuum cleaner, Printer, Digital camera, Cheese, Soups, Tomato paste A3 3.0 5.4 Toilet cleaner, Ghee Washing machine, DVD, Air cooler, Basmati, Noodles Car, Computer, Geyser B1 4.0 9.4 Electric iron, 2 wheeler, Refrigerator, Mosquito repellent Telephone, Kitchen sink, Coffee, Floor cleaners, MFD Fabric bleaches B2 5.1 14.5 Utensil cleaner Refrigerator, Toilet cleaner Large refrigerators, Washing machine, Still camera, Ketchup, Jam C1 7.0 21.4 Music system, 2 wheeler C2 7.2 28.7 D1 11.4 40.1 D2 15.1 55.1 E1 19.5 74.6 E2 15.8 90.4 E3 9.6 100.0
  • 9.
    Understanding New SECGroups 9 New SEC Size Most Own / Use (60%+) About Half Use (30 – 60%) New Adoption (5 – 30%) % Cum A1 0.5 0.5 AC, Car, Computer, DVD, Geyser, Dining table, MFD, basmati, Noodles, Ketchup Flat TV, Large refrigerators, Internet, Microwave, Water purifier, Vacuum cleaner, Digital camera Premium car, LCD / Plasma / projection TV, Electric kettle, Cooking range, Video camera, Readymade paste A2 1.8 2.3 Washing machine, Kitchen sink, Telephone, Floor cleaners, Coffee Car, Computer, Still camera, Flat TV, Large refrigerator, Dining table, Ketchup/sauce, Jam, Glucose, Honey AC, Internet, Water purifier, Microwave, Vacuum cleaner, Printer, Digital camera, Cheese, Soups, Tomato paste A3 3.0 5.4 Toilet cleaner, Ghee Washing machine, DVD, Air cooler, Basmati, Noodles Car, Computer, Geyser, B1 4.0 9.4 Electric iron, 2 wheeler, Refrigerator, Mosquito repellent Telephone, Kitchen sink, Coffee, Floor cleaners, MFD Fabric bleaches B2 5.1 14.5 Utensil cleaner Refrigerator, Toilet cleaner Large refrigerators, Washing machine, Still camera, Ketchup, Jam C1 7.0 21.4 Music system, 2 wheeler C2 7.2 28.7 Cooker, LPG, Talcum powder, Fabric whitener Electric iron, Ghee Refrigerator, Kitchen sink, Air cooler, DVD, Dining table, Milk powder D1 11.4 40.1 D2 15.1 55.1 E1 19.5 74.6
  • 10.
    Understanding New SECGroups 10 New SEC Size Most Own / Use (60%+) About Half Use (30 – 60%) New Adoption (5 – 30%) % Cum A1 0.5 0.5 AC, Car, Computer, DVD, Geyser, Dining table, MFD, basmati, Noodles, Ketchup Flat TV, Large refrigerators, Internet, Microwave, Water purifier, Vacuum cleaner, Digital camera Premium car, LCD / Plasma / projection TV, Electric kettle, Cooking range, Video camera, Readymade paste A2 1.8 2.3 Washing machine, Kitchen sink, Telephone, Floor cleaners, Coffee Car, Computer, Still camera, Flat TV, Large refrigerator, Dining table, Ketchup/sauce, Jam, Glucose, Honey AC, Internet, Water purifier, Microwave, Vacuum cleaner, Printer, Digital camera, Cheese, Soups, Tomato paste A3 3.0 5.4 Toilet cleaner, Ghee Washing machine, DVD, Air cooler, Basmati, Noodles Car, Computer, Geyser, B1 4.0 9.4 Electric iron, 2 wheeler, Refrigerator, Mosquito repellent Telephone, Kitchen sink, Coffee, Floor cleaners, MFD Fabric bleaches B2 5.1 14.5 Utensil cleaner Refrigerator, Toilet cleaner Large refrigerators, Washing machine, Still camera, Ketchup, Jam C1 7.0 21.4 Music system, 2 wheeler C2 7.2 28.7 Cooker, LPG, Talcum powder, Fabric whitener Electric iron, Ghee Refrigerator, Kitchen sink, Air cooler, DVD, Dining table, Milk powder D1 11.4 40.1 TV, Toothpaste Cooker, LPG, Mosquito repellent, Utensil cleaner 2 wheeler, Telephone, Floor cleaner, MFD, Honey, Noodles D2 15.1 55.1
  • 11.
    Understanding New SECGroups 11 New SEC Size Most Own / Use (60%+) About Half Use (30 – 60%) New Adoption (5 – 30%) % Cum A1 0.5 0.5 AC, Car, Computer, DVD, Geyser, Dining table, MFD, basmati, Noodles, Ketchup Flat TV, Large refrigerators, Internet, Microwave, Water purifier, Vacuum cleaner, Digital camera Premium car, LCD / Plasma / projection TV, Electric kettle, Cooking range, Video camera, Readymade paste A2 1.8 2.3 Washing machine, Kitchen sink, Telephone, Floor cleaners, Coffee Car, Computer, Still camera, Flat TV, Large refrigerator, Dining table, Ketchup/sauce, Jam, Glucose, Honey AC, Internet, Water purifier, Microwave, Vacuum cleaner, Printer, Digital camera, Cheese, Soups, Tomato paste A3 3.0 5.4 Toilet cleaner, Ghee Washing machine, DVD, Air cooler, Basmati, Noodles Car, Computer, Geyser B1 4.0 9.4 Electric iron, 2 wheeler, Refrigerator, Mosquito repellent Telephone, Kitchen sink, Coffee, Floor cleaners, MFD Fabric bleaches B2 5.1 14.5 Utensil cleaner Refrigerator, Toilet cleaner Large refrigerators, Washing machine, Still camera, Ketchup, Jam C1 7.0 21.4 Music system, 2 wheeler C2 7.2 28.7 Cooker, LPG, Talcum powder, Fabric whitener Electric iron, Ghee Refrigerator, Kitchen sink, Air cooler, DVD, Dining table, Milk powder D1 11.4 40.1 TV, Toothpaste Cooker, LPG, Mosquito repellent, Utensil cleaner 2 wheeler, Telephone, Floor cleaner, MFD, Honey, Noodles D2 15.1 55.1 Fan, Tooth brush TV LPG, Iron, Toilet cleaner, Glucose E1 19.5 74.6
  • 12.
    Understanding New SECGroups 12 New SEC Size Most Own / Use (60%+) About Half Use (30 – 60%) New Adoption (5 – 30%) % Cum A1 0.5 0.5 AC, Car, Computer, DVD, Geyser, Dining table, MFD, basmati, Noodles, Ketchup Flat TV, Large refrigerators, Internet, Microwave, Water purifier, Vacuum cleaner, Digital camera Premium car, LCD / Plasma / projection TV, Electric kettle, Cooking range, Video camera, Readymade paste A2 1.8 2.3 Washing machine, Kitchen sink, Telephone, Floor cleaners, Coffee Car, Computer, Still camera, Flat TV, Large refrigerator, Dining table, Ketchup/sauce, Jam, Glucose, Honey AC, Internet, Water purifier, Microwave, Vacuum cleaner, Printer, Digital camera, Cheese, Soups, Tomato paste A3 3.0 5.4 Toilet cleaner, Ghee Washing machine, DVD, Air cooler, Basmati, Noodles Car, Computer, Geyser, B1 4.0 9.4 Electric iron, 2 wheeler, Refrigerator, Mosquito repellent Telephone, Kitchen sink, Coffee, Floor cleaners, MFD Fabric bleaches B2 5.1 14.5 Utensil cleaner Refrigerator, Toilet cleaner Large refrigerators, Washing machine, Still camera, Ketchup, Jam C1 7.0 21.4 Music system, 2 wheeler C2 7.2 28.7 Cooker, LPG, Talcum powder, Fabric whitener Electric iron, Ghee Refrigerator, Kitchen sink, Air cooler, DVD, Dining table, Milk powder D1 11.4 40.1 TV, Toothpaste Cooker, LPG, Mosquito repellent, Utensil cleaner 2 wheeler, Telephone, Floor cleaner, MFD, Honey, Noodles D2 15.1 55.1 Fan, Tooth brush TV LPG, Iron, Toilet cleaner, Glucose E1 19.5 74.6 Toothpaste, Talcum Fan, Cooker, Utensil cleaner, Coffee,
  • 13.
    Understanding New SECGroups 13 New SEC Size Most Own / Use (60%+) About Half Use (30 – 60%) New Adoption (5 – 30%) % Cum A2 1.8 2.3 Washing machine, Kitchen sink, Telephone, Floor cleaners, Coffee Car, Computer, Still camera, Flat TV, Large refrigerator, Dining table, Ketchup/sauce, Jam, Glucose, Honey AC, Internet, Water purifier, Microwave, Vacuum cleaner, Printer, Digital camera, Cheese, Soups, Tomato paste A3 3.0 5.4 Toilet cleaner, Ghee Washing machine, DVD, Air cooler, Basmati, Noodles Car, Computer, Geyser B1 4.0 9.4 Electric iron, 2 wheeler, Refrigerator, Mosquito repellent Telephone, Kitchen sink, Coffee, Floor cleaners, MFD Fabric bleaches B2 5.1 14.5 Utensil cleaner Refrigerator, Toilet cleaner Large refrigerators, Washing machine, Still camera, Ketchup, Jam C1 7.0 21.4 Music system, 2 wheeler C2 7.2 28.7 Cooker, LPG, Talcum powder, Fabric whitener Electric iron, Ghee Refrigerator, Kitchen sink, Air cooler, DVD, Dining table, Milk powder D1 11.4 40.1 TV, Toothpaste Cooker, LPG, Mosquito repellent, Utensil cleaner 2 wheeler, Telephone, Floor cleaner, MFD, Honey, Noodles D2 15.1 55.1 Fan, Tooth brush TV LPG, Iron, Toilet cleaner, Glucose E1 19.5 74.6 Toothpaste, Talcum powder, Electricity Fan, Cooker, Utensil cleaner, Coffee, Hair wash products E2 15.8 90.4 Shampoo, Hair oil Tooth powder / brush, Fabric whitener, Vanaspati TV, Cooker, Music system, Electricity
  • 14.
    Understanding New SECGroups 14 New SEC Size Most Own / Use (60%+) About Half Use (30 – 60%) New Adoption (5 – 30%) % Cum A3 3.0 5.4 Toilet cleaner, Ghee Washing machine, DVD, Air cooler, Basmati, Noodles Car, Computer, Geyser B1 4.0 9.4 Electric iron, 2 wheeler, Refrigerator, Mosquito repellent Telephone, Kitchen sink, Coffee, Floor cleaners, MFD Fabric bleaches B2 5.1 14.5 Utensil cleaner Refrigerator, Toilet cleaner Large refrigerators, Washing machine, Still camera, Ketchup, Jam C1 7.0 21.4 Music system, 2 wheeler C2 7.2 28.7 Cooker, LPG, Talcum powder, Fabric whitener Electric iron, Ghee Refrigerator, Kitchen sink, Air cooler, DVD, Dining table, Milk powder D1 11.4 40.1 TV, Toothpaste Cooker, LPG, Mosquito repellent, Utensil cleaner 2 wheeler, Telephone, Floor cleaner, MFD, Honey, Noodles D2 15.1 55.1 Fan, Tooth brush TV LPG, Iron, Toilet cleaner, Glucose E1 19.5 74.6 Toothpaste, Talcum powder, Electricity Fan, Cooker, Utensil cleaner, Coffee, Hair wash products E2 15.8 90.4 Shampoo, Hair oil Tooth powder / brush, Fabric whitener, Vanaspati TV, Cooker, Music system, Electricity E3 9.6 100 Edible oil, Bathing soap, Washing cakes / powder, Tea, Biscuits Bicycle, Shampoo, Hair oil, Vanaspati Tooth paste/powder / brush, Talcum powder, Fabric whitener, Mosquito repellent, Ghee,
  • 15.
  • 16.
    The New SECPyramid (U+R) 1.1 2.1 2.5 2.5 6.1 7 3.5 5.3 3 8.4 28.4 30.1 A1 A2 B1 B2 C D E1 E2 R1 R2 R3 R4 16 SEC/New SEC Size in , U+R Full Database(IRS 2008 R2) 0.5 1.8 3.0 4.0 5.1 7.0 7.2 11.4 15.1 19.5 15.8 9.6 A1 A2 A3 B1 B2 C1 C2 D1 D2 E1 E2 E3 Note: The two distribution are not strictly comparable as SEC is different for Urban & Rural & New SEC combines the two
  • 17.
    How Different areNew SEC Groups? 17 0 5000 10000 15000 20000 A1 A2 A3 B1 B2 C1 C2 D1 D2 E1 E2 E3 Average MHI in Rs. Population Avg. MHI 2900 0 50 100 150 200 250 A1 A2 A3 B1 B2 C1 C2 D1 D2 E1 E2 E3 Average HPI Population Avg. HPI: 11.1 HPI: Household Premiumness Index
  • 18.
    New SEC Distribution by State 18 A1 A2 A3 B1 B2 C1 C2 D1 D2 E1 E2 E3 All India New SEC Distribution Maharashtra AP TN Kerala MadhyaPradesh Uttar Pradesh Uttarakhand HP Punjab Haryana Rajasthan Gujarat Orissa WB Bihar Assam Goa Jharkhand
  • 19.
    19 SEC A1 Distribution Maharashtra AP TN Kerala Madhya Pradesh UttarPradesh Uttarakhand HP Punjab Haryana Rajasthan Gujarat Orissa WB Bihar Assam Goa Jharkhand High Low
  • 20.
    20 SEC A Distribution Maharashtra AP TN Kerala Madhya Pradesh UttarPradesh Uttarakhand HP Punjab Haryana Rajasthan Gujarat Orissa WB Bihar Assam Goa Jharkhand High Low A = A1 + A2 + A3 = 5.4
  • 21.
    21 SEC E Distribution Maharashtra AP TN Kerala Madhya Pradesh UttarPradesh Uttarakhand HP Punjab Haryana Rajasthan Gujarat Orissa WB Bihar Assam Goa Jharkhand Low High
  • 22.
    All India New SEC DistributionIndex 0 100 200 300 400 500 600 700 A1 A2 A3 B1 B2 C1 C2 D1 D2 E1 E2 E3 22 SEC A1 – 40L+ penetration 3.5 SEC A1 - All India penetration 0.5 Index 3.5 / 0.5 X 100 = 700
  • 23.
    What Happens toYour Existing TG Based on Current SEC? 23 A1 A2 B1 B2 A1 25.6 8.9 1.6 0.2 A2 63.8 39.7 17.6 3.6 A3 80.7 63.6 42.6 21.6 B1 90.6 80.5 65.2 42.1 B2 95.6 90.7 81.4 60.9 C1 95.7 91.4 85.6 77.7 C2 98.5 96.8 93.9 83.0 D1 99.2 98.8 98.0 93.4 D2 99.6 99.5 99.5 97.7 E1 100.0 100.0 99.9 99.5 E2 100.0 100.0 100.0 100.0 E3 100.0 100.0 100.0 100.0 Cumulative Col % * Assumed %. You may work with different %
  • 24.