This presentation highlights the changing preferences of the Indian urban man. The data is collated by conducting a primary research.

1. DECODING:
URBAN INDIAN
MAN

3. *Total Population – 1.21
Billion
ABOUT INDIA
Total Men – 623.7 million
27.8% in about 5,480 towns
and urban agglomerations
50% of current population
is below the age of 25
65% below the age of 35
MIDDLE CLASS**
2005 – middle class 5% ; 2025
– middle class 41%
2007 – 12th largest consumer
market ; 2025 – 5th largest
consumer market
2015 – middle class – 250
million
*Census 2011
**’The Bird Of Gold’ Rise Of India’s Consumer Market
,McKinsey Global Institute, May 2007

4. WHAT IS INDIA
SHOPPING FOR?

5. 2005 2025
FUTURE GAINERS**
 Education
 Transportation
 Healthcare
 Real Estate
*Source: Census 2011
**BOAO Review Magazine, 2013

6. MAN VS WOMAN
FACT*
Men: Quality over everything
else
Women: Driven by celebrities,
children & jingle
FICTION
Men: Men don’t like to shop**
Women: Women hold the
purse strings***
*Indian Research Journal
** Article – DNA
***Article - Forbes

8. EXPENSES
Food 27%
Clothes 20%
Travel16%
Alcohol13%
SHOP FROM?
Mall
50%
Local
28%
Online 18%
Grooming 3%

9. ACCOMPLICE
Friends
33%
Partner
26%
No One
25%
Family
14%
INFLUENCERS
Promotion
28%
Discounts 22%
Review
18%
Ads 13%

10. Equal affinity towards
international & national
celebrities. Metro sexual men in
demand
STYLE ICON
LOVED
BRANDS
International brands in
demand. Sports brand take a
lead. Have the highest recall .

11. NOW & THEN

12. MEN & MEDIA
Then
Now
Maximum ads were made
for women
ADVERTISING
Still skewed towards
woman, moving towards
gender balance
Men is ads were older –
Product category - cars,
suits, technology,
deodorants
Men in ads have gotten
younger. Product
category – cars, apparels,
websites, insurance,
grooming, technology
Mostly portrayed as Alfa
– male. Masculinity
formed the base theme
More realistic portrayal.
Acceptability of being
metro sexual.
Denim TVC (2006)
Nivea TVC (2013)
Brands should target younger men (18 – 28). They have
the disposable income and are impulsive shoppers. Key
hook – Looks

13. MEN & MEDIA
Then
Comedy was ruling the
roost.
Highest Gainer – Om
Shanti Om - INR
89,75,00,000
CINEMA
Product Placement –
Nascent
Now
Focus shifts to action
Lowest Earner – Son Of
Sardar - INR 880,000,00
Product Placement –
Active
Consumption of cinema has gone up. Indians love
cinema – product placement/ pre promotion launch
could be leveraged to drive awareness
Men weren’t seen as a
niche audience
MAGAZINES
No of men focused
magazine (offline &
online) increased.
Ad/articles – Watches,
Luxury products, cars
Online magazines – good way to reach men. Besides
ads, product reviews should be given importance

14. MEN (AND WOMEN) & MEDIA
Then
Now
Facebook – 35.3 million
Unique visitors (2011)
Google – 42.8 million
Unique visitors (2011)
SOCIAL MEDIA/
INTERNET
Facebook – 52.1 million
Unique visitors (2012)
Google – 59.7 million
Unique visitors (2012)
Online Retail – 26.1
Million users (2011)
Online Retail – 37.5
Million users (2012)
Online Entertainment –
41 Million users (2011)
Online Entertainment –
56 Million users (2012).
52% Entertainment video
The numbers still below world average. Online segment
is on an upward growth trajectory. Social media/ internet
and smart phones are the consumers first touch points.
Social media is good for awareness and brand building. It
differs from traditional media.

15. BUYOLOGY
Homogeneous Market –
Preferences change across
city, religion and customs
Tier 1 Vs Metro – Tier 1
prefers Indian brands
within mid price rage.
Metro prefers high
end/luxury brands
FMCG – low priced
products constitute the
majority of sales volume
Foreign Brand – globally Foreign Brand – countrywell advertised are more of-origin is an important
determinant of consumers’
likely to be well known.
shopping behavior
Branded – Consumer
durables, dietary
supplement, FMCG,
Watches
Branded & Unbranded –
Footwear , apparels, bags,
jewelry
Unbranded – Furniture,
fruits and vegetables
Source – KPMG (2005), Are Indian Consumers Brand Conscious –
Insights For Global Retailers – Mukherjee et al (2012)

16. HOW TO SELL TO
MEN?

17. MEN WOULD LIKE TO…
Look Good
Search Online (Product
Review, ads, videos)
Belong To A Group
(Remember Blackberry Boys &
Harley Men?)
Save Money
(Affinity towards deals)

18. STRATEGY (NEW PRODUCT)
WHO? | Age 18 - 28
•Higher Disposable Income
•Early Adapters
•Strong peer group
WHERE? | Offline & Online
•Higher weightage to online – 1st touch point
•Touch & feel factor
HOW? | CAMPAIGNS
•Phase 1: Awareness
Create a social presence
Collaborate with college festivals for sports
Corporate Tournament – Cricket/Football
Digital Ads
•Phase 2: Activation
Sample Distribution
Schemes
Contest
•Phase 3: Retention
Loyalty Programs