The document discusses the evolving roles and influence of urban women in the workforce and consumer market, highlighting their increasing presence and purchasing power. It observes changes in family dynamics, media consumption, and shopping behaviors influenced by cultural blending and technology. The future indicates a rise in women marrying for love, changing careers, and seeking balance between work and home life.

2. NO
ATLAS CARRYING
PAST
BAGGAGE
urban women are in the work
31% force, up from 13% in 1990
women are internet users – in
23% touch with global trends
Source: UNESCO

3. NORTH EAST
Periphery of tradition Strong traditional
Forefront of economic practices
change Western influences
started appearing
WEST SOUTH
Dual Income Emphasis on culture
Modern yet family and religion
oriented Strong expectation
of quality and brand
conscious

4. SO, WHAT
INFLUENCES
HER MIND?

5. CAREER &
MONEY
lac women car owners
lac credit card owners
Source: TGI, 2003

6. 40% of IT enabled services workforce are women
Owns cars, cell phones and works nightshift in a BPO
Source: UNESCO

7. THE growth in Personal
GROWING IMPORTANCE OF Care since ’95
GROOMING growth in Color Cosmetics
since ‘95
Source: Euro monitor

8. MY MUMMY…
Kid is the badge of her performance
Mothers (as opposed to fathers) are
…BEST!
fast-becoming role models of children

9. FAMILY
FIRST
Health of family and there well
being is of utmost importance
Nothing but the best cuts for when
comes to the care of her family
Best of both worlds

10. SENSE &
SENSIBILITY
She is a sensible and down to
earth personality
She knows what she is doing
and evaluates her decision at
each turn
Woman of substance

11. RESULT
Oriented
She has a measurability criteria
built in for each product and
brand
Any brand or product promise
has to constantly delivered to
maintain her loyalty
Perform or Fail

12. YET A
5000 YEAR OLD
CULTURE WILL
MANIFEST ITSELF…

13. VFM
SEEKER
Mirchi Factor
Super saver deals
Family packs
New improved

14. Guarding old
newspapers
for re-selling

15. SIZING UP THIS
HYBRID
FEMALE CONSUMER
Market opportunities and bottlenecks

16. YIN-TERTAINMENT
ECONOMY
Trying out new experiences
• Internet cafes, coffee-houses
Shopping has turned into shoppertainment
• The mall experience is not always about shopping

18. BRIDGING
TWO WORLDS
Women spend more time out of the house than ever before
• Increased physical freedom and financial empowerment
Various ‘bridge products’ adopted to connect the two Worlds
• Most Indian women buy a mobile phone to stay connected with
kids, and close “separation pangs”

20. EQUAL PARTNERS
IN MARRIAGE
• ‘Buddy marriages’ where husband is more a friend than a
boss
• Changed power equations
• Women’s influence in high-value purchases and
traditional male bastions

23. GETTING BUFF
Being well-groomed is a ticket to success
Need to stay youthful to fit in a world that is younger
than ever
• Gyms and fitness clubs, youth soaps and creams

27. BEST FRIEND
MOMS
To feel more in control, moms try to forge filial friendship
• Listen to kids’ suggestions about their appearance
• Coax and persuade kids into doing things, than ‘make
them do it’
Moms are feeling out of control vis-à-vis kids’ upbringing
• Working moms feel guilty about not spending enough
time
• Homemakers feel that as kids lead fuller lives, they are
hardly under their watchful eye

30. CELEBRATING
MULTIPLICITY
OF ROLES
Women are playing more roles in and out of the house
• Even homemakers are dealing with everyone from
the electrician to the bank manager
Working women especially lead a heroically hectic life
• Effortless juggling of home and job
• Don’t want to ‘fall short’ in the house because they
work

32. TECHNO-WIZ
Women are getting more technology-savvy
• Feel the attraction of credit cards, mobiles and
computer
Therefore, demand some level of technology in
purchases
• Women buyers are demanding scientific product
logic and processes in their brands
• Rise of ‘kitchen logic’ in everything from
detergents to refrigerator

35. REMIXED
TRADITIONS
Increasing exposure to western satellite and global
lifestyles
• More responsive to the glamour of the west…
• …but staying within the boundaries of tradition
Therefore the success of creative culture cocktails
• McDonald’s offers Indianized fare like McCurry
Pan, McAloo Tikki Burger and Maharaja Mac to cater to
traditional Indian tastes
The influence of fusion dressing

37. One in four women will earn more than her husband
A younger, larger group of women consumers will emerge
with unprecedented buying power
They will make in-roads into the strong male domains
The double income lifestyle will come to stay
Women will increasingly marry for love
They will embark on new careers & change careers no
matter what
Women will want to be portrayed as what they are
– stylish, modern, daring with their own character and not
just one dimensional
Women will choose their priorities. If its balance today, it
will be more about taking control