changing india

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INDIA

ISCHANGING

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Source: BSNL, 2005

World’s 2nd largest market for handsets

CONNECTIVITY

CO-EXISTENCE OFCULTURE AND

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RUSTIC ACCEPTANCE OF

TECHNOLOGY Over 10 mn new PCs since 2001

Source: The Economic Times

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BURGEONINGDEMAND FORAUTOMOBILES

1 million vehicles sold in the last year

Source:SIAM, 2005

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AIR FARE TRAIN FARE<

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EVERYTHINGISAVAILABLE

EVERYWHERE53% FMCG; 59% Durables are sold in rural India.

Source: MART, 2004-05

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India is buyinglike never before

Whopping Rs.20,000 cr durable market

99% growth for Flat TVs

50% growth in DVD/VCD players

40% growth in Microwave ovens

Source: ORG-MARG, 03-04

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Refrigerator 31%

Computer 43%

Music system 39%

Television3 8 % 32%

Car

Parents (in %) of 7-14 yr old w ho say kids w ould accompany them

KIDFLUENCE

Source: Cartoon Network Survey

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More than

HALFthe population is

BELOW 25

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Source: The Times of India

28

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INDIAN MALE

THEMETRO-SEXUAL

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NO

ATLAS CARRYINGPASTBAGGAGE

31%urban women are in the work force, up from 13% in 1990

23%women are internet users – in touch with global trends

Source: UNESCO

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NORTHPeriphery of traditionForefront of economic change

EASTStrong traditional

practicesWestern influences

started appearing

WESTDual IncomeModern yet familyoriented

SOUTHEmphasis on culture

and religionStrong expectation

of quality and brandconscious

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SO, WHATINFLUENCES

HER MIND?

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CAREER &MONEY

lac women car owners

lac credit card owners

Source: TGI, 2003

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40% of IT enabled services workforce are women

Owns cars, cell phones and works nightshift in a BPO

Source: UNESCO

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1994THE ADVENT OFGROOMING AND GOOD LOOKS

SETTING GLOBAL BENCHMARKS FOR

BEAUTY & BRAIN

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THEGROWING IMPORTANCE OF

GROOMINGgrowth in PersonalCare since ’95

growth in Color Cosmetics since ‘95

Source: Euro monitor

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Kid is the badge of her performance

Mothers (as opposed to fathers) are fast-becoming role models of children

MY MUMMY…

…BEST!

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Still the biggest entertainer & influencer of women

BOLLYWOOD

HEROINES

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Took a sabbatical at the pinnacle of her career to spend time with her baby

Making a come back on her own terms

FAMILYFIRST

Best of both worlds

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Tabu won’t sign-up any role unless it is top quality

Prefers authentic roles to frivolous

Woman of substance

SENSE &SENSIBILITY

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Versatile

“Good Girl”

Respectful of parents

REIGNING

No.1

Outstanding Performer

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INDIA ON PRIME TIME ISCELEBARTING

STRONG WOMEN

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Portrayal of family values

with western intervention

of infidelity, crime,

jealousy

Protagonist seen to

overcome such situations

TRADITIONALYET FULLY CAPABLE OFPARTICIPATING IN THE

MODERN WORLD

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YET A

5000 YEAR OLD

CULTURE WILLMANIFEST ITSELF…

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Mirchi Factor

Super saver deals

Family packs

New improved

VFMSEEKER

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Guarding oldnewspapersfor re-selling

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Keeping plasticseat covers onfor months

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Market opportunities and bottlenecks

SIZING UP THIS

HYBRIDFEMALE CONSUMER

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YIN-TERTAINMENT

ECONOMYTrying out new experiences• Internet cafes, coffee-houses

Shopping has turned into shoppertainment• The mall experience is not always about

shopping

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BRIDGINGTWO 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”

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EQUAL PARTNERSIN 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

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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

GETTING

BUFF

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BEST FRIENDMOMS

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

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MULTIPLICITY

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

CELEBRATING

OF ROLES

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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

TECHNO-WIZ

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REMIXEDTRADITIONS

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

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•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

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Thank y o u !