This document summarizes key insights about three generations in India - the Partition Generation, Transition Generation, and No String Generation - and their implications for marketers. The Partition Generation experienced the trauma of the 1947 partition and values community, functionality, and performance. The Transition Generation is open to change but wants to maintain traditions. The No String Generation believes in an unbound life, elbow room, and unchecked optimism. Marketers must understand these generational mindsets to effectively target all three segments of India's large consumer market.

1. Presentation based on Chapter 10
“THREE GENERATIONS,
ONE BIG MARKET”
of the book -
CONSUMER INDIA
Inside the Indian Mind and Wallet
by DHEERAJ SINHA

2. THREE GENERATIONS,
ONE BIG MARKET
Presented by
Anjali Asthana
Rachana Naik

3. Homogeneity & Hyper segmentation
 Most critical characteristic of India that every marketer
must examine carefully and truly understand.
 India is attractive, its vastness and diversity offered no
easy entry points.
 Several segmentation approaches have been propounded,
and many studies have been conducted by marketers,
researchers and advertising agencies
 But rather than solving the problems of complexity , end
up adding to it.
 Researchers have segmented India based a certain pattern
in their reported behavior – Hypersegment

4. Mainstream Myopia
 Every brand and business in the country is asking itself “
Are we positioned appropriately for young India ? ”
 Those who realize quickly gear up for a brand makeover –
State Bank of India, Bank of Baroda and Canara Bank.
 Indian Readership Survey 2010 – 168 million people in
the age bracket of 45 and older ( ignoring a market at
higher end )
 500 million Indians under the age group of 25 are also
ignored.
 Most marketers are suffering from mainstream myopia
focusing on age group 25-44
 Need a new set of segmentation.

5. A new basis for Segmenting India
 Epochal events changed the mindset of a nation.
 Two epochal events - political independence in 1940s
- economic liberalization of India
 Political independence bought hopes of bright future,
employment, prosperity but partition bought destabilization.
 Later with the help of South Asian Association for Regional
Cooperation became increasingly skeptical about future
 Isolation eventually overcome by the economic liberalization.
 Political independence, partition of India and economic
liberalization shaped the mindsets of people of those times,

6. A Mélange of Three Mindset

7. The Partition Generation
 Example of Manoj Kumar a Veteran Bollywood actor.

8. Four key principles –
Held Back But Not Holding Back
 Carries baggage, struggle with scarcity, pain of separation
from well established life, and failure of independence
deam have scared them.
 “ We had no goals, we just studies and passed
examinations in hope that we get a job, stand on our feet,
and feed our family” – inherent suspicion on system and
own fate.
 Kesari Tours runs a special tour for elders “ Second
Innings”
 LIC Care Homes
 Value system with which they have grown up holds them
back but avenues around them pulls them forward.

9. Desire for Performance
 Partition Generation plays for keeps, whether it’s
relationship, investments, furniture, cars or moral values.
 “We do it exactly the same way that we use to do it”
 N.R. Narayan Murthy, spoke at Wharton’s MBA
commencement 2001, he exhorted the new generation to
be trustworthy, create a support system in their families,
live with dignity, and strive to make a difference to their
society .
 UTI fiasco – UTI is an asset management company with
public ownership.

10. A High Regard for Functionality
 The partition generation clearly prefers substance over
style.
 They consume categories rather than brands.
 They will go for Kakaji Namkeen which provide value
substitutes rather than expensive looking Lay’s.
 They are driven more by functional value rather than
emotional value.

11. Community as a key support
 When asked what is the key value that they lived by, they
said “creating respect” for themselves in the society.
 Social status or showing off is a way of life for the
partition generation.
 Udupi restaurants serves cheap yet delicious food. This
restaurant is born out of a community need.
 For partition generation community has been the ultimate
recourse for all kind of recommendations or connections.

12. Transition Generation
Heading to tomorrow, bringing yesterday along
 Remakes and remixes
 Devdas 3rd time 2002
 This generation has seen a new world of opportunities open
up

14. Four key principles-
Letting go
 The biggest difference between partition generation and
transition generation is the ability to LET GO.
 Example the dance shows of Indian housewives, parties,
flexible relationship of boss – subordinate , father- son
interaction.
 This is the most targeted age range for brands for
product and services.

15. Chasing tomorrow
 The transition generation is being seduced by the
possibilities of what they can do and they can become.
 Today they are being chased and courted by marketers,
 According to a consumer” no doubt life is becoming
better, but so have the demands and we are always running
short of resources to meet all of them”

16. RECONCILING THE DILEMMA
OF CHANGE
 The transition generation want to nourish the practices of
yesterday with the resources of today
 They don’t want to leave behind the past in order to move
ahead, they want to celebrate their traditions and festivals
on larger scale
 The market for repackage tradition is booming in India,
Eg: Dabur took a fresh look and positioned
Chyawanprash,An ayurvedic health supplement.
 Transition generation just give a modern glossy twists in
form of soap, shampoo or other services

17. Credit /Debit Living
 The behaviour of the transition generation is thus
compensatory in nature- compensating for the debits in
life with credit.
 You can use credit /debit to sell anything to the transition
generation: heart friendly cooking oil, soap and shampoos
with noside effects, holiday package, credit cardsand
loans.

18. The No String Generation-
Life Unbound
 No string generation believe in being honest, but only to
themselves.
 Members of No String Generation want to take life EASY.
 Their take on life is certainly more transactional and self-
centered than the preceding generations.

20. Four key principles-
Thriving the discontinuity
 The No string Generation believe “you can not have the
same food everyday.”
 They are always on the move in the respect of
relationship, job, career etc.
 They focus on “ I , ME AND MYSELF” where the
partition and transition Generation rarely managed to do.

21. Elbow Room
 No String Generation is seeking to retrieve their space.
 They know to manipulate, negotiate and managing the
system very easily.

22. Unchecked Optimism
 “The sky is the limit “ is not merely a proverb for this
generation.
 They help this generation by the products and services
which help them to cover the distance between their
dreams and making them a reality.

23. Bad Is The New Good
 The No String Generation has more transactional and
practical view of the world.
 They believe “ we don’t want to be serious about the
relationships, as this is our time to focus on our carrers”
 “Honesty and hard work by themselvesare not good
enough in today’s world, you need to be smart and
diplomatic toget your work done”.

24. Market target
 Few companies specially FMCG take care of all the three
generation .

26. Thank you