Indian households socio-economic and home durable ownership profiling

Indian Households – Socio-Economic and Home

Durable Ownership Profiling

Juxt India Consumer Landscape Study 2010 for Sony India

• Study Overview

• Methodology Overview

• Executive Summary & Topline Findings

• Key Findings– Size estimates of Indian households

– Geographics of Indian households

– Socio-economic profile of the household

– Socio-cultural profile of the household

– Economic status of the household

– Household consumption of consumer durables

– Household consumption inclination & lifestyle profile

Table of Content

2

Most recent and representative survey-based estimates of

Indian consumers, both at household and individual level

• Based on a very large sample land survey of over 259,000 individuals spread across all

mainland states & UT’s across all the 4 regions of the country in Mar–Apr 2010 (covering

37,000 households in 101 cities and 20,000 households in 1,000+ villages – a total of over

57,000 households)

Highly comprehensive profiling of Indian consumers – in their

demographics, psychographics and consumption lifestyle

• A deeper profiling of how Indian consumers live in their regular lifestyle, including details about

their location, economic status, psychographic profile, day-to-day lifestyle habits & preferences

and their shopping orientation & preferences

• Key demographic profiling is based on 259,000+ individuals sample (accounting for all

individuals living in the surveyed households). Psychographic and personal consumption

lifestyle profiling is based on 57,000 individuals sample (the individual respondent who

answered the survey questions)

Study Overview

Methodology Overview

A land survey is being conducted to profile and estimate the Indian consumers, both at

the level of ‘household’ and ‘individuals’ as consumption entities. The survey covers

‘towns’ and ‘villages’ of all population strata in all the mainland states and union

territories in India (covering all the key, and 69 of the total 77 regions in India as

classified by NSSO)

Though the selection of towns and villages was ‘purposive’, the sampling within the

towns was done on ‘2-stage random’ basis (firstly a random selection of polling booths, and then

a random selection of households from the electoral list within each of these randomly selected polling booths);

within villages sampling was done on ‘systematic random’ basis (selection of every nth

house in the village)

To make the survey findings representative of the entire Indian population (and

not just of the surveyed households and individuals) appropriate state-wise, urban

district/village class and SEC combination level household ‘representation weights’, as

derived from the authentic ‘Govt. of India’ base-level population statistics

(NSSO/Census), were applied to the survey data

Executive Summary

Urban households form only 1/3rd of India, need to think beyond Urban: The 77.63 million

households from Urban India account for only about 32.3% of Indian households. Only about 12% of

the Urban households are from the top 25 cities of India, top 6 cities in total have about 7% (18million

households). This is critical for a mass marketer to understand to arrive at the real potential.

Western region is a significant market only within the top 25 city cluster: Though 35% of

Indian & 29% urban Indian households are from Northern India yet 40% of households within top 25

city cluster are from Western India. In fact 15% of Urban households are from Maharastra & Tamilnadu

each.

Families of married couples with youngest children below 12yrs. age (Maturing Mentors)

form the biggest segment (44%) of urban households: Contrary to popular belief, only about

1/5th of Indian households are with 3 generations living jointly under one roof (Dynasties). Newly

married couples without a child are only 4% of Indian households.

Members’ highest education profile is better than the chief wage earner (the one who

contributes maximum towards monthly household expenses) of the household: 8% of the

households are with a CWE being graduate & above however, there are 17% households with

members who are graduate & above. This has a big implication on the conventional socio economic

classification in India as the marketing currency.

The Big Picture

6

The occupational profile in the household is better than that of the Chief Wage Earners: While

18% of the household has a CWE as Shop Owner/Petty Trader/Business Owners there are 26% households

with members with Shop Owner/Petty Trader/Business Ownership as current occupation. Similarly against

5% households with CWE working as Junior level salaried employees 7% households has any member

working as a Junior level salaried employee.

Time to look beyond the conventional SEC A & B households and play the mass market game:

Only about 23% of the Indian households (18million) are from the top urban socio economic classes A & B.

On the other hand these households are not necessarily affluent, SEC A households in urban India on an

average have a monthly household income of only Rs. 14,811. The income ladder shows that one of the

largest rural SEC R1 have a better monthly average income (Rs. 7102) than the lower urban SECs like SEC

D & E (Rs. 6,751 & Rs. 5,785).

80% of urban households earn less than Rs. 1,50,000 annually, hence the mass market

products needs to be prices appropriately: Only about 2% of Indian households & 3% urban

households earn more than Rs. 40,000 every month. Largest segment of households (56%) are with a

meager monthly household income of Less than Rs. 6,250 (Rs. 80,000 annually).

72% of the Indian households has just one earning member: Against the 4.6 average members in

Indian households only about 1.4 members on average are earning members in households. 85% of the

Indian urban households (76% of all households) have either salary or earning from business as their

source of monthly household income.

The Big Picture

7

80% of Indian households are staying in a less than 1000 sq. ft carpet area house:

Though maximum of Indian households are staying in their own house and only about 10% are

staying on a rented place yet the carpet area of houses is less than 1000 sq ft.

TV is the only household durable that is well penetrated at a national level, new

demand can only be replacement: 69% of urban & about 49% of rural households own a

colour TV. Within the top 25 cities or top 6 cities the colour TV penetration is as high as 80%. Of

these almost half are owning a flat/regular TV suggesting that the opportunity is mostly going to

come from replacement demand.

Lower penetration of other assets provides opportunity but must evaluate it with

lenses of affluence level of Indian households: VCD is the only other durable which is owned

by 29% households in India, all other electronic durables (Music System, Portable Music Player,

Camera, Video Camera & Gaming devices) are at a sub 10% penetration level.

The Indian households are value driven and price conscious: 87% of Indian households put

their value orientation as ‘cheapest in price’ followed by ‘gives basic features at reasonable price’

and put highest priority to ‘price’ (75%), ‘brand Image’ (59%) and ‘performance quality’ (39%) as

their buying orientations.

The Big Picture

8

Topline Findings

There are 241 million households in India with rural India accounting for almost

68% of total Indian households

There are 78 million urban households in India, with 12% of total Indian

households residing in top 25 cities

Top 6 urban cities in India at an overall level have 18 million households and

account for 7% of total Indian households

Among the individual cities, Kolkata has the highest number of households

(3.87million) followed by Delhi (3.66 million)

Size estimates of Indian households

Urban Indian household on an average has 4.3 members in the family, while it is

slightly higher at 4.7 in rural India

While Delhi households, on an average has 5 members in the family, Mumbai

households are the smallest with 3 members on an average

Size estimates of Indian households

Geographics of Indian households

India lives in villages with 68% of Indian households living in rural area

While ‘North’ region is the most densely populated region, urban households are

nearly equally distributed in the West, South & North

2/5th of the households from among top 25 cities fall in West region

Uttar Pradesh followed by Maharashtra is the most densely populated state

Relatively smaller, ‘tier 3’ towns account for 60% of all urban Indian households

Geographics of Indian households

Among the top 25 cities, Metro towns account for 69% of total urban households

Most of the rural households (59%) come from ‘larger’ population size villages

(Above 2,000 population ones). In fact, nearly 9 out of 10 rural households are

coming from 1000+ population villages

Nearly 8 out of 10 CWE of all Indian household is literate; the proportion being

higher in urban India

Households with ‘Graduate or above’ CWEs are found relatively more in urban

areas (11% as against 6% in rural areas)

Among top 6 cities, households of Hyderabad show extreme levels of educational

qualification; on one hand it has the maximum proportion (16%) of ‘Graduate or

above CWEs’ and on the other hand, proportion of illiterate CWEs is also the highest

(24%)

Unskilled/skilled workers form the largest ‘occupational’ chunk of urban households

while Shop owners/Petty trader/Business owners form the second biggest

occupational group of urban households at 24%; more than all the corporate/self

employees put together

Socio-economic profile of CWE of the household

Mumbai households have the highest proportion of Shop owners/Petty

trader/Business owners (44%) and corporate employees (28%)

At all India level, SEC ‘R4’ forms the biggest chunk of Indian households, followed

by SEC ‘R3’ and ‘R5’ while in urban areas SEC ‘E’ account for the largest

proportion at 12%

Mumbai has the maximum proportion of households coming from SEC A, a fact

that reflects in the consumption pattern of Mumbai households too

Bangalore is the youngest of all the cities, with 35% of the households in

Bangalore defined as ‘Baby Sitters’ (married couple with the eldest child below

12 years); while 1/3rd of Kolkata households are defined as Dynasties ( 3

generation family)

Socio-economic profile of CWE of the household

Almost 9 out of 10 Indian households are ‘Hindus’ overall. Interestingly, ‘Muslim’

households are relatively more in urban India

While Kolkata has maximum proportion of Muslim households (21%), Bangalore &

Chennai have the highest proportion of Hindu households (95%)

Among those who disclosed their caste, relatively ‘backwardly’ categorized caste

groups are relatively higher in proportion at an overall level

Hindi is the preferred language of reading to almost 1/3rd of all the Indian

households; the highest preference being in Delhi

More than half of both urban and rural rural households(51%) are educated

completely in ‘vernacular’ languages, while another 1 in 5 are also partly educated in

vernacular languages

Socio-cultural profile of CWE of the household

Nearly 3/5th of urban households of India fall under the ‘Strugglers’ segment, with

the lowest ability to spend depicted by very low to low per-capita family income, no

automobile, credit card or any running loan in the family

Relatively Mumbai households have the highest ability to spend, with 49% of them

having moderate ability to spend (‘Balancers’) and 12% having adequate to high

ability to spend

The biggest chunk of Indian households come from ‘Rs. 6,250 or lesser’ MHI group

at 56%, followed by Rs. 6,250 – 12,500 MHI group at 31%. The upper income

groups constitutes only 12% of all Indian households

Chennai is the most affluent city among the top 6 cities with the average MHI

being Rs. 17,421

Economic status of household

72% of the Indian households have only 1 earning member in the family while rural

areas have marginally more multiple income households at 30% (26% in urban areas)

Delhi has the highest ‘average earning members per household’ figure at 1.6 while it

is the lowest for Chennai at 1.1

77% of households in Delhi own a house; highest among all the top 6 cities while 65%

of Kolkata households live in a house that is taken on rent

Chennai has the highest proportion of ‘large sized houses’ with carpet area more than

1500 sq ft

Majority of Indian households have only a bicycle as a vehicle (58%); even in the

urban areas (at 47%)

Economic status of household

69% of urban households own a TV with almost half of them owning a regular/flat

TV of size 29 inch or less

LG is the highest selling brand of Color TV with 27% of the urban households

owning it

12% of urban households own a desktop and 2% of them own a laptop with most

of the households owning an assembled computer

Households in Mumbai has the highest proportion of laptop owners

Household consumption of consumer durables

17% of urban households own a refrigerator with the penetration being highest in

Mumbai

Single door-less than 200 litre is most popular type of fridge among households

LG is the highest selling brand of fridge with 30% of the urban households owning

it

8 % of urban households own a washing machine, with the penetration being

highest in Mumbai

LG is the highest selling brand of washing machine with 30% of the urban

households owning it

Household consumption of consumer durables

Household consumption inclination & lifestyle profile

Almost half of all Indian households are ‘economy’ buyers in their value orientation, and

another 1 in 3 are pure ‘price’ buyers, eventually making 4 out of 5 of them essentially

‘budget’ buyers

Mumbai households have the largest proportion of ‘premium quality’ buyers (30%), while

Chennai has the largest proportion of ‘economy’ buyers (64%)

While 3 out of 4 Indian households give high importance to ‘price’ in making buying choices,

slightly lesser proportion of households also gives high importance to ‘brand image’ (probably

highlights a buying logic that if the desired brand comes at the desired price they’ll take it, if not, they may sacrifice the desired

brand but not the desired price)

Functionality attributes (quality, usage, looks, features, etc) appear as their ‘next’ set of priorities

Almost 4 in 5 of the urban households are categorized as ‘Shopophobic’ (ones who have low

levels of shopping orientation, hates shopping and shops only when it is necessary)

Households of Bangalore followed by Mumbai show relatively greater orientation

towards shopping

Almost 2/3rd of all urban households do not invest in any financial instruments and

are therefore classified as ‘Non-Investing’

Among those households who have invested in at least one financial instrument,

nearly 1 in 5 have invested in single financial instrument

Households of Mumbai, followed by Hyderabad & Delhi have show higher propensity

to invest in multiple financial instruments

Household consumption inclination & lifestyle profile

Key Findings

Size Estimates of Indian households

24

City ListTop 25 Cities – by population as per Indian Census 2001

1 Delhi 14 Lucknow

2 Kolkata 15 Nagpur

3 Mumbai 16 Patna

4 Chennai 17 Indore

5 Bangalore 18 Vadodara

6 Hyderabad 19 Nashik

7 Thane 20 Agra

8 Ahmedabad 21 Bhopal

9 Pune 22 Ludhiana

10 Kalyan-Dombivali 23 Faridabad

11 Surat 24 Ghaziabad

12 Kanpur 25 Meerut

13 Jaipur

Households in India

No. of households (in millions)

% of total India households

All India 241.22

Urban 77.63 32.2%

Rural 163.59 67.8%

Top 25 cities 28.35 11.8%

Top 6 cities 17.64 7.3%

Mumbai 2.85 1.2%

Delhi 3.66 1.5%

Bangalore 2.10 0.9%

Kolkata 3.87 1.6%

Chennai 2.02 0.8%

Hyderabad 1.69 0.7%

25

Size estimates of households across India & major cities

• There are 241 million households in India

• Rural India accounts for almost 68% of total Indian households reinstating the fact that India

still lives in villages

• 12% of the total India households reside in top 25 cities

• Kolkata has the largest number of households in India (3.87 mn)

Family SizeAverage no. of member in the

family

All India 4.6

Urban 4.3

Rural 4.7

Top 25 cities 4.1

Top 6 cities 3.9

Mumbai 3.0

Delhi 5.0

Bangalore 3.5

Kolkata 3.7

Chennai 3.8

Hyderabad 4.2

26

Family Size of the households

• On an average, an urban Indian household has 4.3 members while it is slightly higher at

4.7 in rural India

• Delhi households are the most densely populated households, with the average family

size standing at 5.0

Key Findings

Geographics of Indian Households

32%

68%

Urban Rural

By Urban-Rural Divide

28• 68% of Indian households are rural households

35%29%

37%26%

20%

16%

22%

14% 22%

25%29%

23%

21%

33%

26%18%

40%

21%

24%21%

0%

25%

50%

75%

100%

All India Urban Rural Top 25 Cities Top 6 Cities

West

South

East

North

By Regions

29

• ‘North’ is the most populated region with 35% of the Indian households

residing in this region

• ‘West’ shows a relative urban household skew, with 40% of the households

residing in top 25 cities of India coming from this region

Sample Base: 58,288 37,912 20,376 18,687 4,968

StatesAll

India Urban RuralSample Base 58,288 37,912 20,376

Jharkhand 2% 2% 3%

Punjab 2% 3% 2%

Haryana 2% 2% 2%

Chhattisgarh 2% 1% 2%

Delhi 2% 5% 0%

North east 1% 1% 1%

Jammu & Kashmir 1% 1% 1%

Himachal Pradesh 0.4% 0.2% 1%

Uttaranchal 0.4% 1% 0.3%

Chandigarh 0.2% 0.4% 0.0%

Goa 0.1% 0.3% 0.1%

Pondicherry 0.1% 0.3% 0.1%

StatesAll

India Urban RuralSample Base 58,288 37,912 20,376

Uttar Pradesh 15% 10% 17%

Maharashtra 10% 15% 8%

Andhra Pradesh 9% 7% 9%

West Bengal 8% 8% 8%

Bihar 8% 2% 10%

Tamil Nadu 7% 12% 5%

Madhya Pradesh 6% 5% 6%

Karnataka 5% 7% 5%

Rajasthan 5% 4% 6%

Gujarat 5% 7% 4%

Orissa 4% 2% 4%

Kerala 3% 3% 4%

Assam 3% 1% 3%

By States

30

• ‘Uttar Pradesh’ is the most populated state with 15% of the Indian

households residing there

By ‘Urban District’ Class

31

• When seen from the ‘market size’ classification of these urban centers, the

smaller ‘tier 3’ towns account for the bulk (60%) of all urban household

• Among the top 25 cities, Metro towns account for 69% of total urban households

Urban Districtby Population size

% All India Households

Sample Base 58,288

Up to 1 Lakh 25%

1 Lakh – 5 Lakh 24%

5 Lakh – 10 Lakh 20%

Above 10 Lakh 32%

By ‘Urban District’ Class

32

• When seen from the ‘market size’ classification of these urban centers, the

smaller ‘tier 3’ towns account for the bulk (60%) of all urban household

• Among the top 25 cities, Metro towns account for 69% of total urban households

Urban Districtby Market Size

% All India Households

% Top 25 cities %Top 6 cities

Sample Base 58,288 18,687 4,968

Metro 20% 69% 92%

Urban Uptowns 10% 22% 0%

Emerging Towns 10% 2% 0%

Other Smaller Towns 60% 7% 8%

By Village Type

33

• Most of the rural households (59%) come from ‘larger’ population size

villages (>2,000 population ones). In fact, 1,000+ population villages account

for nearly 8 out of 10 rural households

Village Class by Population Size % Rural Households

Sample Base 20,376

Less than 500 Person 2%

500 - 999 Person 10%

1,000 - 1,999 Person 29%

2,000 or more Person 59%

Key Findings

Socio – Economic Profile of the household

Family Classification

%age of Indian Households

All India Urban Rural Top 25 citie

s

Top 6 cities

Mum Delhi B’lore K’kata Chennai

H’bad

Sample Base

58,288

37,91

2

20,37

6

18,687

4,968 800

800

798

758

613

799

Free Birds 1% 2% 1% 4% 6% 5% 6% 0.1% 16% 1% 0.2%

Nest Builders 4% 6% 3% 8% 8% 16% 3% 21% 2% 6% 4%

Baby Sitters 28% 25% 29% 26% 26% 23% 25% 35% 15% 25% 30%

Maturing Mentors 44% 43% 44% 40% 38% 44% 43% 30% 29% 46% 47%

Dynasties 19% 18% 19% 18% 17% 8% 21% 9% 30% 15% 14%

Vintage Wines 5% 5% 4% 4% 4% 3% 3% 4% 6% 7% 4%

Lone Diggers 0.3% 0.3% 0.2% 1% 1% 0.2% 0.1% 1% 2% 0.1% 0.3%

Family Classification by lifecycle stage*

35

• 44% of Indian households can be classified as ‘Maturing Mentors’ with a family

comprised of a married couple and the youngest child above 12 years

• Bangalore is the youngest of all the cities, with 35% of the households in Bangalore

defined as ‘Baby Sitters’ ; while 1/3rd of Kolkata households are defined as Dynasties

( 3 generation family)

*The Natural Family Lifecycle StageProgression Model & Segmentation

3-generation joint family

Married couples with the eldest child below 12 years

Married couple with the youngest child above 12

years

Young married couples without any children

Single independents

Middle age or elderly married couples living alone

Div

orc

ee, W

idow

AGE

PROGRESSION

2-generation nuclear family

Family expandsFamily splits

Sin

gle

pare

nt

Marriage

Child birth

Child grows

Child marries and

has child

Unmarried child moves

out

Married child moves out

Parents die

Child moves out

Spouse die

Spousedie/divorce

Spousedie/divorce

Spouse die/divorce

Child marries and moves

out

Child moves out

Free Birds

Nest Builders

Dynasties

Vintage Wines

Baby Sitters

Maturing Mentors

Lone Diggers

* Note – The model is indicative of the main natural transition points between family types. It is not meant to be an exhaustive depiction of all possible transition points

The family segments in the ‘natural family lifecycle stages’ model are derived from the member composition of the family, and defined by a

combination of the age and marital status of all members present in the family (and sharing the same kitchen) and not just by the age and marital

status of the chief wage earner

Educational Qualification



s

Top 6 cities


H’bad

Sample Base

58,293

37,91

7

20,37

6

18,692

4,568 800

800

798

758

613

799

Illiterate 22% 15% 26% 12% 12% 3% 14% 13% 11% 7% 24%

Up to SSC/HSC 69% 70% 69% 68% 68% 65% 72% 70% 70% 72% 51%

College but not graduate 1% 4% 0% 5% 6% 10% 2% 3% 7% 7% 8%

Graduate or plus - General stream 7% 10% 6% 14% 13% 21% 10% 13% 10% 11% 13%

Graduate or plus - Professional stream 1% 2% 0% 2% 2% 1% 3% 2% 2% 2% 3%

Highest Educational qualification of CWE

37

• Nearly 8 out of 10 CWE of all Indian household is literate; the proportion being higher in

urban India

• Households with ‘Graduate or above’ CWEs are found relatively more in urban areas

(11% as against 6% in rural areas)

• Among top 6 cities, households of Hyderabad show extreme levels of educational

qualification; on one hand it has the maximum proportion (16%) of ‘Graduate or above

CWEs’ and on the other hand, proportion of illiterate CWEs is also the highest (24%)

Educational Qualification



s

Top 6 cities


H’bad

Sample Base

58,293

37,91

7

20,37

6

18,692

4,568 800

800

798

758

613

799

Illiterate 3% 3% 4% 3% 3% 2% 2% 5% 5% 1% 2%

Up to SSC/HSC 63% 64% 62% 61% 59% 48% 66% 69% 61% 56% 52%

College but not graduate 17% 13% 20% 12% 14% 19% 9% 9% 15% 15% 18%

Graduate or plus - General stream 15% 17% 14% 21% 20% 30% 17% 15% 16% 23% 22%

Graduate or plus - Professional stream 2% 4% 1% 4% 4% 2% 7% 2% 3% 5% 7%

Highest Educational qualification in the household –

any member

38

• Households with ‘Graduate or above’ members are found relatively more in urban

areas (21% as against 15% in rural areas)

• Among top 6 cities, households of Mumbai are the most highly educated households

with 32% of the households having at least one member Graduate or above

Occupational Profile



s

Top 6 cities


H’bad

Sample Base

58,293

37,91

7

20,37

6

18,692

4,568 800

800

798

758

613

799

Unskilled/Skilled Workers 56% 63% 53% 53% 52% 27% 50% 62% 52% 69% 64%

Shop Owners/Petty Traders/Business owners 18% 24% 15% 28% 30% 44% 32% 21% 35% 13% 23%

Self-employed Professionals 1% 1% 0% 2% 2% 2% 2% 1% 2% 6% 1%

Corporate Employees - Junior Level 5% 11% 3% 15% 14% 25% 14% 14% 9% 9% 11%

Corporate Employees - Mid/Senior Level 1% 1% 0% 3% 2% 3% 2% 2% 1% 2% 2%

Farmer (Owner/Non-owner) 19% - 28% - - - - - - - -

Retired/Unemployed/Other 1% - 1% - - - - - - - -

Current Occupational Profile of CWE

39

• Unskilled/skilled workers form the largest ‘occupational’ chunk of urban households

• Shop owners/Petty trader/Business owners form the second biggest occupational

group of urban households at 24%, i.e, more than all the corporate/self employees put

together

• Mumbai households have the highest proportion of Shop owners/Petty


Occupational Profile



s

Top 6 cities


H’bad

Sample Base

58,293

37,91

7

20,37

6

18,692

4,568 800

800

798

758

613

799

Unskilled/Skilled Workers 53% 60% 49% 50% 50% 25% 47% 61% 51% 67% 62%

Shop Owners/Petty Traders/Business owners 26% 24% 27% 27% 30% 42% 31% 21% 35% 14% 23%

Self-employed Professionals 1% 1% 1% 2% 2% 2% 1% 1% 3% 6% 1%

Corporate Employees - Junior Level 7% 12% 4% 17% 16% 28% 18% 15% 11% 9% 12%

Corporate Employees - Mid/Senior Level 1% 2% 0.4% 3% 2% 3% 3% 2% 1% 3% 2%

Farmer (Owner/Non-owner) 12% - 18% - - - - - - - -

Retired/Unemployed/Other 1% - 1% - - - - - - - -

Highest Occupational Profile in the household – any member

40

• Unskilled/skilled workers form the largest ‘occupational’ chunk of urban households

• Shop owners/Petty trader/Business owners form the second biggest occupational

group of urban households at 24%, i.e, more than all the corporate/self employees put

together

• Mumbai households have the highest proportion of Shop owners/Petty


Socio-Economic Classification – Conventional

SEC %age of Indian Households

All India Urban Rural Top 25 cities

Top 6 cities

Mum Delhi B’lore K’kata Chennai H’bad

Sample Base

57,360 36,984

20,376

19,498

4,968

800

800

798

758

613

799

Sec-A 3% 9% - 9% 10% 24% 12% 13% 8% 8% 7%

Sec-B 5% 14% - 15% 15% 36% 19% 16% 13% 14% 10%

Sec-C 5% 17% - 17% 17% 31% 21% 15% 15% 16% 16%

Sec-D 7% 23% - 24% 23% 7% 20% 14% 27% 23% 31%

Sec-E 12% 37% - 35% 36% 2% 28% 42% 38% 39% 35%

R1 7% - 10% - - - - - - - -

R2 13% - 19% - - - - - - - -

R3 15% - 21% - - - - - - - -

R4 19% - 28% - - - - - - - -

R5 15% - 21% - - - - - - - -

41

(By highest education level and current occupation profile of CWE of the household)

• At all India level, SEC ‘R4’ forms the biggest chunk of Indian households, followed by

SEC ‘R3’ and ‘R5’

• In urban areas, SEC ‘E’ account for the largest proportion of households at 37%

• Mumbai has the maximum proportion of households coming from SEC A, a fact that

reflects in the consumption pattern of Mumbai households too

SEC %age of Indian Households


Top 6 cities


Sample Base

58,293

37,917

20,376

18,687

4,56

8

800

800

798

758

613

799

Sec-A 4% 11% - 15% 16% 26% 14% 13% 11% 17% 15%

Sec-B 5% 17% - 21% 21% 33% 20% 17% 17% 16% 19%

Sec-C 7% 22% - 25% 24% 33% 25% 23% 20% 24% 21%

Sec-D 8% 24% - 19% 20% 6% 22% 22% 24% 24% 23%

Sec-E 9% 26% - 19% 20% 1% 20% 26% 29% 19% 21%

R1 13% - 19% - - - - - - - -

R2 18% - 27% - - - - - - - -

R3 12% - 18% - - - - - - - -

R4 17% - 26% - - - - - - - -

R5 7% - 10% - - - - - - - -

42

(By highest education level and highest occupation profile of ‘any member’ of the

household)

Socio-Economic Classification – Neo

• However, when re-looked from the ‘neo-classification’ of SEC groups, while the

broad pattern of SEC ladder among the households remain the same, the

individual proportion of SEC ‘R1’ and SEC ‘R2’ in the rural areas increase

noticeably (by 6% and 5% respectively)

1% 1% 2% 3% 1% 1% 4%

51% 53%58%

44%

63%

86%

29% 35%11%

22%26%

21%

20%

28%

30%1%

50%

11%62%

51%

20%

4%

32%

3% 5% 7%2%

51%

20%29%

12% 16%

54%

26% 26%32%

0%

25%

50%

75%

100%

All India Urban Rural Top 25Cities

Top 6Cities

Mumbai Delhi B'lore Kolkata Chennai H'bad

Can't Say/ NA

Partly

English/ Partly

Vernacular

Completely

Hindi/ Vernacular

Completely

English

Medium of Education

43

• More than half of both urban and rural rural households(51%) are educated completely in

‘vernacular’ languages, while another 1 in 5 are also partly educated in vernacular

languages

• Only 1 in 100 urban households have had their complete education in ‘English’ ; highest

being in Hyderabad (7%)

• Clearly the ‘prime’ language of communication with Indian households is ‘vernacular’

Sample Base: 58,293 37,912 20,376 18,687 4,968 800 800 798 758 613 699

Language %age of Indian Households


Top 6 cities


Sample Base

58,288

37,912

20,376 18,687

4,96

8 800

800

798

758

613

799

Hindi 35% 35% 36% 39% 37% 43% 92% 1% 31% 0.4% 2%

Marathi 8% 11% 7% 17% 11% 41% - 1% - 1% 1%

Bengali 8% 7% 8% 8% 13% 0% - 0.2% 60% 0.1% -

Tamil 7% 11% 5% 6% 10% 0% - 1% - 86% 0.2%

Telugu 5% 5% 5% 4% 6% 2% - 4% - 2% 53%

Gujarati 4% 6% 4% 8% 2% 7% - 0.3% 1% - 0.1%

Kannada 4% 5% 4% 6% 9% 1% - 73% 0.1% - 1%

Malayalam 3% 3% 4% 0.1% 0.1% 0.0% - 0.3% 0.2% - 0.1%

Oriya 3% 2% 4% - 0.1% 0.1% - 0.1% 0.1% - -

Assamese 2% 1% 3% - - - - - - - -

Preferred language of reading – Top 10

44• Hindi is the preferred language of reading to almost 1/3rd of all the Indian households; the

highest preference being in Delhi

Religion %age of Indian Households


s

Top 6 cities


H’bad

Sample Base

58,288

37,91

2

20,37

6

18,687

4,968 800

800

798

758

613

799

Hinduism 90% 87% 92% 86% 85% 92% 79% 95% 78% 95% 82%

Islam 6% 10% 5% 12% 12% 7% 15% 3% 21% 5% 16%

Christianity 1% 1% 1% 1% 2% - 6% - 0.2% - 0.1%

Sikhism 2% 2% 2% 1% 1% 1% 0.1% 2% 1% - 2%

Buddhism 0% 0% 0.0% 0.1% - - - 0.1% 0.1% - 0.1%

Jainism 1% 1% 0.4% 0.4% - - - - - - -

Religion

45

• Almost 9 out of 10 Indian households are ‘Hindus’ overall. Interestingly,

‘Muslims’ households are relatively more in urban India

• While Kolkata has maximum proportion of Muslim households (21%),

Bangalore & Chennai have the highest proportion of Hindu households (95%)

Caste %age of Indian Households


s

Top 6 cities


H’bad

Sample Base

58,288

37,91

2

20,37

6

18,687

4,968 800

800

798

758

613

799

General 13% 17% 11% 18% 21% 4% 15% 7% 67% - 8%

OBC 16% 11% 18% 5% 3% 2% 4% 0.1% 2% 7% 4%

SC 14% 12% 15% 9% 11% 4% 6% 7% 14% 39% 6%

ST 5% 3% 7% 1% 2% 0.4% 1% 9% 1% 0.3% 0.3%

Not disclosed 53% 57% 50% 66% 64% 89% 75% 77% 16% 55% 83%

Caste

46

• Though the majority of the households did not disclose their caste identity,

among those who did, the relatively ‘backwardly’ categorized caste groups

are relatively higher in proportion at an overall level

Key Findings

Economic Status of the household

56%44%

62%

31%

7%

29% 34%14%

31%

36%

43%44%

66%36%

33%

37%

29%

43%

10%15%

7%

20% 22% 25%32%

14%26%

9%

16%

3% 1% 3% 3% 3% 1% 2%

16%

4%

37%52%

26%

28%

4%2%

0%

25%

50%

75%

100%


Top 6Cities


Above Rs.40,000

Rs. 12,500 -40,000

Rs. 6,250 -12,500

Up to Rs. 6,250

Monthly Household Income

48

• The biggest chunk of Indian households come from ‘6,250 or lesser’ MHI group at 56%,

followed by `6,250 – 12,500 MHI group at 31%. The upper income groups constitutes only

12% of all Indian households

• In urban areas, the income ladder shifts more towards higher income group with 18% of the

households having MHI above `12,500

• Chennai is the most affluent city among the top 6 cities with the average MHI being `17,421

Sample Base: 58,288 37,912 20,376 18,687 4,968 800 800 798 758 613 699

Average MHI (Rs.) 7,050 8,908 6,168 10,524 11,547 12,625 11,738 7,352 10,846 17,421 10,235

SEC Average MHI by SEC (In Rs.)

All India Top 25 cities Top 6 cities


Sample Base

58,293 18,687

4,568

800

800

798

758

613

799

SEC A

14,811

16,701 17,965

15,364

22,103

17,289

17,386

15,971

21,838

SEC B

11,012

12,081 13,032

12,574

14,835

10,188

13,142

13,180

13,095

SEC C

8,262

9,768 10,400

11,143

10,385

6,265

10,951

11,103 8,226

R1 7,102 - - - - - - -

SEC D

6,741

7,770

8,239 9,518

7,976

5,521

8,982 9,340

7,392

R2

6,738 - - - - - - -

SEC E

5,785

7,397

7,386 8,515

7,472

3,132

8,625 8,445

4,809

R3

5,571 - - - - - - -

R4

4,973 - - - - - - -

R5

4,326 - - - - - - -

49

Average MHI by SEC

• Socio economic class R1 has higher average MHI than urban SEC D, while R2 has higher MHI than SEC

E

Income source



Top 6 cities


Sample Base

58,288

37,912

20,376 18,687

4,96

8 800

800

798

758

613

799

Salary Income 43% 57% 36% 67% 65% 64% 66% 73% 46% 93% 48%

Professional/Business Income 33% 28% 36% 28% 29% 35% 36% 26% 33% 4% 44%

Remittances from abroad 0.1% 0.2% 0.1% 0.1% 0.1% - - - - 1% 0.2%

Remittances from India 0.2% 0.2% 0.2% 0.1% 0.1% 0.1% - 0.1% 0.1% - 0.1%

Rent 1% 1% 1% 1% 1% 0.1% 0.2% 1% 0.3% 0.4% 3%

Interest/ dividend etc. from investment 0.3% 0.2% 0.3% 0.1% 0.1% - - - - - 1%

Others 19% 9% 23% 5% 4% 1% 0.2% 2% 14% 0.1% 6%

Didn’t disclose 9% 7% 9% 2% 3% 2% 1% 1% 8% 3% 1%

Source of household income

50

• Nearly 2 in 5 of all Indian households (43%) have ‘salary’ as their income source (more so in urban

areas at 57%); In the rural areas, the business/professional income is as big a source of household

incomes as salaries (at 36%)

• Chennai has the highest proportion of households for whom salary is the main source of household

income (93%)

Earning members



Top 6 cities


Sample Base

58,288

37,912

20,376 18,687

4,96

8 800

800

798

758

613

799

1 Member 72% 74% 70% 76% 79% 80% 64% 83% 84% 91% 76%

2 Members 19% 18% 20% 16% 15% 16% 23% 13% 10% 7% 17%

3 Members 6% 5% 7% 5% 4% 3% 9% 2% 3% 2% 5%

4 Members 2% 2% 2% 2% 1% 1% 3% 1% 1% 0.4% 1%

5 or more members 1% 1% 1% 1% 1% 0.3% 1% - 2% 0.4% 1%

Avg earning member/HH

1.4

1.4

1.4

1.4

1.3

1.3

1.6

1.2

1.3

1.1

1.3

Family size 4.6 4.3 4.7 4.1 3.9 340.0% 5.0 3.5 3.7 3.8 4.2

%age of earning member/HH 30% 33% 30% 34% 33% 38% 32% 34% 35% 29% 31%

Earning members in the family

51

• 72% of the Indian households have only 1 earning member in the family

• Rural areas have marginally more multiple income households at 30% (26% in urban

areas)

• Mumbai has the highest proportion of earning members in its households while

Chennai has the lowest proportion of earning members in its households

Occupational Profile of CWE

Average earning member


s

Top 6 cities


H’bad

Sample Base

58,293

37,91

7

20,37

6

18,692

4,568 800

800

798

758

613

799

Unskilled/Skilled Workers 1.4 1.4 1.4

1.4 1.3

1.3

1.5

1.3

1.4

1.1

1.3

Shop Owners/Petty Traders/Business owners 1.3 1.4 1.3

1.3

1.3

1.2

1.5

1.2

1.2

1.2

1.4

Self-employed Professionals 1.3 1.4 1.2

1.3

1.4

1.2

2.3

1.3

1.2

1.1

1.8

Corporate Employees - Junior Level 1.3 1.4 1.2

1.3

1.3

1.2

1.5

1.1

1.2

1.2

1.3

Corporate Employees - Mid/Senior Level 1.3 1.7 1.3

1.3

1.5

1.3

1.9

1.3

1.4

1.3

1.6

Average earning members by occupation

52

• Delhi has the highest no. of earning members in the household

• Households in Delhi with CWE working at middle/senior level in a corporate or as self

employed professionals has relativily highest no. of earning member in the household

Ownership status



Top 6 cities


Sample Base

58,288

37,912

20,376 18,687

4,96

8 800

800

798

758

613

799

Owned - Inherited 69% 50% 79% 36% 27% 19% 35% 20% 19% 49% 28%

Owned - Purchased with self fund 18% 23% 16% 28% 27% 43% 38% 26% 13% 6% 23%

Owned - Purchased taking a loan 2% 3% 1% 3% 3% 3% 4% 1% 3% 1% 2%

Rented - Taken by self 9% 20% 3% 31% 40% 30% 20% 51% 61% 40% 42%

Rented - Provided by Employer 1% 2% 0.4% 2% 2% 1% 2% 1% 4% 0% 4%

Free accommodation provided by Employer 1% 2% 1% 2% 2% 4% 1% 1% 1% 4% 3%

Ownership status of house residing in

53

• Almost 89% of all Indian households reside in a house that they own (more so in rural

areas where it stands at 96%)

• 77% of households in Delhi own a house; highest among all the top 6 cities

65% of Kolkata households live in a house that is taken on rent

Carpet Area %age of Indian Households


Top 6 cities


Sample Base

58,288

37,912

20,376 18,687

4,96

8 800

800

798

758

613

799

Less than 250 Sq ft 15% 23% 12% 29% 29% 29% 36% 16% 35% 5% 36%

250 - 500 Sq ft 35% 36% 34% 42% 46% 49% 41% 58% 41% 55% 31%

500 - 1000 Sq ft 30% 25% 33% 20% 18% 19% 21% 21% 15% 15% 17%

1000 - 1500 Sq ft 12% 9% 14% 5% 4% 2% 2% 5% 4% 6% 10%

1500 - 2000 Sq ft 4% 3% 4% 2% 1% 0.1% 0.1% 0.3% 3% 3% 4%

More than 2000 Sq ft 4% 4% 4% 2% 3% 1% 0.1% 0.3% 2% 16% 3%

Size of the house living in (carpet area)

54

• 65% of Indian households live in ‘mid size houses’ with carpet area between

250-1000 sq ft

• Chennai has the highest proportion of ‘large sized houses’ with carpet area

more than 1500 sq ft

Financial Assets



Top 6 cities


Sample Base

58,288

37,912

20,376 18,687

4,968 800

800

798

758

613

799

Bank Account 47% 53% 43% 60% 59% 91% 84% 66% 30% 20% 25%

Accidental Insurance 10% 14% 8% 14% 14% 22% 19% 6% 5% 4% 5%

Fixed Deposits 4% 7% 3% 6% 7% 6% 6% 17% 6% 1% 5%

Medical Insurance 2% 4% 1% 6% 7% 13% 5% 3% 1% 4% 4%

House Insurance 1% 3% 1% 3% 3% 3% 10% 0% 1% 0.4% 2%

Crop Insurance 1% - 1% - - - - - - - -

Chit Fund Deposits 1% 1% 0.3% 1% 2% 1% - 0% - - 22%

Demat Account 0.4% 1% 0.2% 2% 2% 6% 1% 0% 0.2% - 2%

Mutual Funds 0.3% 1% 0.1% 1% 1% 1% 1% - - - 1%

Invested in Shares 0.2% 1% 0.1% 1% 1% 1% 0.3% 2% 0.1% - 2%

RBI/Govt. Bonds 0.2% 0.2% 0.1% 0.4% 0.3% 1% - 0.2% - - -

Financial Asset Ownership

55

• More than half of the CWE of the urban households have a bank account (53%)

• Mumbai households show relatively greater preference for bank accounts (91%) and Demat

account (6%)

Financial Assets



s

Top 6 cities


Sample Base

58,288

37,91

2

20,376

18,687

4,968 800

800

798

758

613

799

Bicycle 58% 47% 63% 31% 24% 15% 29% 43% 33% 15% 17%

Car 5% 13% 1% 7% 6% 7% 9% 10% 3% 3% 4%

Scooter 7% 11% 5% 7% 7% 2% 9% 9% 1% 8% 15%

Motor Cycle 17% 26% 12% 22% 15% 13% 20% 19% 7% 8% 28%

Commercial vehicle 2% 1% 2% 1% 1% 1% 2% 1% 1% 0.1% 1%

Vehicle Ownership

56

• Majority of Indian households have only a bicycle as a vehicle (58%); even in

the urban areas (at 47%)

• 9% of Delhi households own a car while households of Hyderabad has the

maximum proportion of two – wheelers (43%)

69%61%

73%

56%40%

56%

79%

54%

25%28%

31% 30%

49%32%

20%14%

38% 22%

6% 11%4%

13% 11% 11% 13% 10% 6% 8%17%

58%70%

60%

23%

0.6%1%0.6%0.2% 0.4% 0.1% 0.4% 0.5% 0.4% 0.2% 0.3%

0%

25%

50%

75%

100%

All India Urban Rural Top 25

Cities

Top 6

Cities


Silver Spoons

Wannabes

Balancers

Strugglers

Spending Power Classification*

57

• Nearly 3/5th of urban households of India fall under the ‘Strugglers’ segment, with

the lowest ability to spend

• Relatively Mumbai households have the highest ability to spend, with 49% of them

having moderate ability to spend (Balancers) and 12% having adequate to high

ability to spend

• Hyderabad (17%) has the highest proportion of households with adequate ability

to spend (Wannabes)

Sample Base: 58,288 37,912 20,376 18,687 4,968 800 800 798 758 613 699

(by the ‘ability to spend’ of the households)

*Classifying ‘Spending Powers’ in India

Note – The ‘spending power’ of a household has been calculated as an index by taking into account its current status on 5 economic

parameters – Current Income (per-capita monthly household income), Current Short-term stretch-ability of Income (type of credit card owned), Current Short-

term shrink-ability of Income (type of loan running in the household), Long-term past economic standing (house and type of vehicle owned in the house), Long-

term economic future prospects (hierarchy of occupation of the chief wage earner of the household)

Key Findings

Household consumption consumer durables

Household Assets



Top 6 cities


Sample Base

58,288

37,912

20,376 18,687

4,968 800

800

798

758

613

799

Color TV 55% 69% 49% 79% 80% 93% 79% 91% 51% 84% 90%

VCD/DVD Player 29% 42% 23% 49% 51% 64% 51% 55% 25% 74% 49%

Black & White TV 17% 14% 18% 8% 7% 3% 2% 3% 22% 5% 5%

Music System 10% 17% 6% 21% 23% 38% 27% 16% 13% 9% 24%

Transistor/Radio 8% 11% - - - - - - -

Portable music player 6% 10% 4% 15% 18% 32% 23% 5% 6% 10% 23%

Regular Camera 5% 9% 3% 10% 9% 18% 10% 11% 6% 3% 6%

Digital Camera 2% 4% 1% 7% 9% 14% 15% 8% 2% 3% 5%

Video Camera 1% 1% 0% 2% 3% 2% 8% 1% 1% 0.4% 4%

Video Game/P’station 2% 3% 1% 5% 5% 5% 9% 1% 2% 7% 12%

Household Asset – Current Ownership

60• Urban households show significantly higher ownership levels of most

household assets

Household Assets



Top 6 cities


Sample Base

58,288

37,912

20,376 18,687

4,968 800

800

798

758

613

799

House 89% 76% 96% 66% 56% 64% 77% 48% 35% 56% 52%

Bicycle 58% 47% 63% 31% 24% 15% 29% 43% 33% 15% 17%

Cable connection 41% 56% 34% 65% 71% 89% 77% 89% 45% 42% 85%

Food Processor 19% 33% 13% 44% 44% 77% 26% 42% 3% 81% 50%

Fridge 17% 30% 11% 40% 37% 64% 47% 28% 15% 31% 26%

Washing machine 3% 8% 1% 11% 11% 13% 20% 12% 3% 6% 9%

Land/Plot 15% 7% 19% 3% 2% 1% 2% 0.1% 1% 0.2% 6%

Tubewell/Pump 7% 0.0% 10% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0%

Toaster/S’wich Maker 2% 3% 1% 5% 5% 10% 5% 2% 0.4% 0.2% 2%

Microwave 1% 4% 0.3% 6% 6% 9% 12% 4% 4% 2% 2%

Air Conditioner 1% 3% 0.4% 4% 5% 4% 10% 3% 3% 5% 6%

Power back up 1% 2% 1% 2% 2% 0.4% 6% 4% 0.1% 0% 1%

Household Asset – Current Ownership

61• Urban households show significantly higher ownership levels of most

household assets

Household Assets



Top 6 cities


Sample Base

58,288

37,912

20,376 18,687

4,968 800

800

798

758

613

799

Color TV 2% 1% 3% 1% 1% 3% 0.3% 0.1% 0.1% 1%

VCD/DVD Player 2% 2% 2% 2% 2% 6% 0.4% 3% 0.1% 1% 4%

Music System 1% 2% 1% 3% 3% 4% 0.1% 21% 0.1% 4%

Digital Camera 1% 2% 1% 2% 2% 8% 0.3% 1% - - 5%

B/ W TV 1% 1% 1% 1% 1% 2% 0.0% 3% 0.2% 1%

Transistor/Radio 1% - 1% - - - - - - - -

Portable music player 1% 1% 1% 1% 1% 2% 0.1% 0.3% 0.1% 0.1% 7%

Regular Camera 1% 1% 0.4% 1% 1% 2% 0.2% 1% 3%

Video Camera 0.4% 1% 0.3% 1% 1% 1% 0.4% 0.2% 3%

Video Game/P’station 0.2% 0.3% 0.1% 0.3% 0.3%

-0.1% - - - 3%

Household Asset – Purchase Intention

(in next 1 year)

62

Household Assets



Top 6 cities


Sample Base

58,288

37,912

20,376 18,687

4,968 800

800

798

758

613

799

Cable connection 2% 1% 2% 1% 1% 2% 2% 1% 2% 1% 1%

Fridge 1% 2% 1% 2% 1% 3% 1% 2% 1% 2% 1%

Food Processor 1% 2% 1% 3% 4% 1% 1% 2% 1% 3% 4%

Bicycle 1% 1% 2% 1% 2% 4% 1% 1% 2% 1% 2%

Land/Plot 1% 3% 1% 2% 2% 6% 1% 3% 1% 2% 2%

House 1% 1% 0.4% 2% 3% 11% 1% 1% 0.4% 2% 3%

Microwave 1% 1% 0.2% 1% 1% 1% 1% 1% 0.2% 1% 1%

Power back up 1% 1% 0.3% 1% 1% 1% 1% 0.3% 1% 1%

Air Conditioner 0.4% 1% 0.2% 1% 1% 4% 0.4% 1% 0.2% 1% 1%

Tubewell/Pump 0.4% 1% 0.4% 1%

Washing machine 2% 1% 2% 1% 1% 2% 2% 1% 2% 1% 1%

Toaster/S’wich Maker 1% 2% 1% 2% 1% 3% 1% 2% 1% 2% 1%

63

Household Asset – Purchase Intention

(in next 1 year)

Type of Color TV



Top 6 cities


Sample Base

58,288

37,912

20,376 18,687

4,968 800

800

798

758

613

799

Regular/Flat – 21 inch or less 48% 56% 44% 61% 58% 54% 69% 56% 46% 64% 67%

Regular/Flat – 22 inch- 29 inch 7% 12% 4% 15% 16% 30% 8% 32% 5% 15% 16%

Regular/Flat - More than 29 inch 1% 1% 0.4% 2% 2% 5% 0.4% 3% 0.2% 4% 4%

LCD – Below 32 inch 0.3% 1% 0.1% 1% 1% 3% 1% 0.2% 0.2% 1% 3%

LCD – 32 inch 0.1% 0.3% 0.4% 1% 1% 1% 1% 0.2% 0.3% 0.2%

LCD - More than 32 inch 0.1% 0.1% 0.1% 0.2% 0.3% 0.1%

Plasma - 40 inch and above 0.2%

Don’t own currently 45% 31% 51% 21% 22% 7% 21% 9% 49% 16% 10%

Type of Color TV currently owned

64

• 69% of urban households own a TV with almost half of them owning a

regular/flat TV of size 29 inch or less

• Households in Bangalore has the highest proportion of regular/flat TV of size 22

– 29 inch

Color TV brands



Top 6 cities


Sample Base

42,586

30,300

12,286

15,494

3,96

9 750

672

760

545

523

719

LG 27% 27% 26% 29% 34% 21% 40% 45% 24% 28% 48%

Samsung 13% 15% 11% 15% 16% 17% 16% 12% 12% 26% 13%

Onida 13% 12% 13% 13% 11% 18% 12% 12% 9% 4% 9%

BPL 10% 10% 10% 8% 7% 2% 7% 10% 9% 4% 9%

Videocon 9% 9% 9% 11% 7% 14% 8% 4% 5% 2% 3%

Local brand 7% 7% 8% 3% 3% 1% 3% 2% 4% 7% 1%

Sony 3% 5% 2% 8% 12% 11% 4% 5% 26% 17% 11%

Phillips 3% 3% 2% 3% 3% 5% 3% 2% 5% 3% 2%

Akai 3% 2% 3% 3% 2% 4% 3% 1% 3% - 0.2%

Sansui 2% 2% 2% 3% 2% 3% 2% 4% 1% - 2%

Brand of Color TV currently owned – Top 10

65

• LG is the highest selling brand of Color TV with 27% of the urban households

owning it

• Sony is owned by 5 % of urban households with the proportion being highest in

Kolkata

Type of computer



Top 6 cities


Sample Base

58,288

37,912

20,376

18,687

4,56

8 800

800

798

758

613

799

Desktop 4% 12% 1% 8% 6% 12% 6% 34% 5% 5% 9%

Laptop 1% 2% 0.1% 1% 2% 3% 2% 4% 2% 0.4% 0.3%


Type of computer currently owned

66

• 12% of urban households own a desktop and 2% of them own a laptop

• Households in Mumbai has the highest proportion of laptop owners

Computer brands



Top 6 cities


Sample Base

3,265

2,910

355

1,305

317 51

45

43

85

25

68

Assembled 23% 25% 17% 26% 26% 6% 24% 14% 30% 20% 47%

LG 17% 18% 12% 20% 14% 12% 4% - 23% 20% 14%

HCL 14% 14% 11% 12% 12% 24% 56% 6% 1% - 5%

Samsung 12% 12% 11% 14% 12% 18% - 6% 9% 33% 19%

HP/Compaq 11% 11% 12% 9% 13% 18% 24% 11% 15% - 5%

Dell 7% 7% 7% 6% 11% 3% 20% 28% 12% - 2%

Intel 5% 5% 4% 4% 4% 22% 1% -

Acer 4% 2% 15% 1% 1% 6% 4% - - - -

Intex 3% 2% 4% 3% 1% 8% -

Lenovo 2% 2% 1% 2% 5% 3% 12% 3% 3% 27% -

Sony 1% 1% 2% 2% 2% 3% - - 6% - -

Brand of computer currently owned – Top 10

67

• Most of the households have assembled computers

• LG is the highest selling brand of computer with 18% of the urban households owning it

• Sony is owned by 1 % of urban households with the proportion being highest in Kolkata (6%)

Type of Fridge



Top 6 cities


Sample Base

58,288

37,912

20,376 18,687

4,968 800

800 798

758

613

799

Single Door –less than 200 litre 12% 19% 9% 23% 19% 34% 14% 21% 7% 16% 15%

Single Door –more than 200 litre 4% 8% 1% 10% 11% 9% 21% 5% 4% 12% 7%

Double Door –less than 200 litre 1% 3% 0.3% 5% 6% 14% 8% 0% 3% 2% 4%

Double Door –200-300 litre 0.4% 1% 0.2% 2% 2% 7% 3% 1% 1% 1% 1%

Double Door –300-400 litre 0.1% 0.1% 0.2% 0.2% 0.4% 0.2% 0.2% 0.3% 0.1% 0.1%

Double Door –more than 400 litre - - - - - - - - - - -


Type of fridge currently owned

68

• 17% of urban households own a refrigerator

• Households in Mumbai has the highest proportion of fridge owners

• Single door-less than 200 litre is most popular type of fridge among households, while Delhi

shows relatively greater preference for single door fridge with capacity more than 200 litre

Computer brands



Top 6 cities


Sample Base

22,289

18,026

4,263

9,518

2,13

5 522

449

418

227

241

278

LG 30% 30% 29% 27% 27% 29% 28% 33% 20% 24% 22%

Godrej 20% 20% 20% 22% 23% 20% 23% 16% 37% 14% 35%

Whirlpool 16% 17% 15% 16% 15% 11% 15% 21% 16% 30% 7%

Samsung 11% 11% 10% 12% 13% 19% 11% 15% 6% 14% 9%

Videocon 8% 8% 8% 9% 9% 10% 11% 7% 4% 8% 4%

Kelvinator 8% 6% 10% 6% 5% 1% 7% 5% 3% 4% 15%

BPL 2% 2% 2% 2% 2% 2% 4% 1% 1% - 1%

Onida 1% 1% 1% 1% 1% 2% 1% 0.4% 1% 1% 1%

Voltas 1% 1% 1% 1% 0.4% 1% 0.3% - 1% - -

Electrolux 1% 0.4% 1% 1% 1% 1% 0.3% 0.4% 0.4% 1% -

Brand of fridge currently owned – Top 10

69

• LG is the highest selling brand of fridge with 30% of the urban households

owning it

• Whirlpool is relatively more popular in Bangalore while Godrej is popular in

Kolkata & Hyderabad

Type of washing machine



Top 6 cities


Sample Base

58,288

37,912

20,376 18,687

4,968 800

800 798

758

613

799

S A single tub – without rinser/spinner 1% 2% 1% 2% 2% 1% 2% 3% 1% 2% 1%

S A – up to 6 kg 1% 3% 1% 5% 5% 4% 9% 4% 1% 1% 4%

S A – 6 kg or more 1% 2% 0.1% 2% 2% 3% 5% 4% 1% 1% 2%

Fully Automatic Top Load – up to 6 kg 0.3% 1% - 1% 2% 3% 3% 1% 0.2% 1% 1%

Fully Automatic Top Load – 6 kg or more 0.1% 0.3% - 1% 1% 1% 1% 1% 0.1% 1% 1%

Fully Automatic Front Load – up to 6 kg - - - 0.1% 0.1% - 0.1% - - 0.1% 1%

Fully Automatic Front Load – 6 kg or more - - - - - - - - - - -


Type of washing machine currently owned

70• 8 % of urban households own a washing machine, with the penetration being highest in

Mumbai

Washing machine brands



Top 6 cities


Sample Base

6,948

6,343

605

2,976

714 110

231

188

38

48

99

LG 30% 30% 33% 27% 26% 17% 32% 23% 30% 20% 22%

Whirlpool 19% 19% 20% 19% 20% 26% 15% 13% 15% 40% 24%

Videocon 15% 16% 12% 17% 12% 20% 11% 4% 14% 8% 11%

Samsung 14% 14% 13% 15% 17% 16% 20% 5% - 25% 25%

Godrej 6% 6% 6% 10% 11% 15% 11% 9% 24% 4% 5%

Onida 4% 5% 2% 4% 6% 3% 4% 24% 10% - 1%

BPL 3% 2% 4% 1% 1% 1% 1% - - - 5%

IFB 2% 2% 2% 1% 0.2% - - 0.4% - - 1%

Brand of washing machine currently owned – Top 10

71

• LG is the highest selling brand of washing machine with 30% of the urban households

owning it

• Whirlpool is relatively more popular in Chennai , Hyderabad & Mumbai

Key Findings

Household Consumption Inclination & Lifestyle Profile

Value Propositions



Top 6 cities


Sample Base

58,288

37,912

20,376

18,687

4,96

8 800

800

798

758

613

799

The cheapest in price 41% 40% 41% 35% 34% 26% 42% 16% 31% 64% 31%

Gives basic features at reasonable price 47% 44% 48% 45% 47% 44% 38% 66% 56% 28% 47%

Gives better features at somewhat higher price 8% 11% 6% 13% 13% 18% 12% 13% 9% 4% 19%

Have the best available features at whatever price 4% 5% 4% 5% 5% 6% 8% 5% 4% 3% 2%

The most expensive available 1% 1% 1% 1% 2% 6% 0.1% 0.2% 1.8%

Value Orientation – Price-Quality Preference

73

• Almost half of all households in both urban and rural areas are ‘economy’

buyers

• Mumbai households have the largest proportion of ‘premium quality’ buyers

(30%), while Chennai has the largest proportion of ‘economy’ buyers (64%)

Buying attributes



Top 6 cities


Sample Base

58,288

37,912

20,376 18,687

4,968 800

800

798

758

613

799

Price 75% 71% 76% 70% 72% 60% 80% 79% 80% 77% 63%

Brand Image 59% 60% 58% 62% 59% 49% 63% 65% 52% 67% 60%

Performance Quality 39% 42% 38% 56% 57% 55% 52% 37% 65% 79% 64%

Ease of usage 30% 27% 31% 28% 26% 28% 24% 36% 37% 5% 21%

Design and looks 22% 22% 22% 23% 22% 23% 33% 22% 20% 6% 15%

Premium/advance features 16% 18% 16% 18% 20% 23% 22% 13% 19% 17% 24%

Shopping experience 16% 15% 17% 16% 15% 19% 14% 16% 11% 9% 14%

Reputation of the company making the product/service 12% 13% 11% 13% 12% 19% 9% 10% 4% 19% 18%

Buying Orientation: Important attributes

74

• Over 3/4rd of all households (75%) give highest priority to ‘price’ when making buying choices in

general. It is closely followed by ‘brand image’ at 59% (probably indicates a buying logic that if the desired brand comes in the

desired price they’ll take it, but if not then they might go for the next desired brand that can come in the desired price)

• Functionality attributes (quality, usage, looks, features, etc) appear to be their ‘next’ set of priorities

• Households in Mumbai, Kolkata, Chennai & Hyderabad give relatively more importance to

performance quality than the brand image

Buying attributes



Top 6 cities


Sample Base

58,288

37,912

20,376 18,687

4,968 800

800

798

758

613

799

Ease of payment/payment options available 9% 10% 9% 10% 10% 16% 5% 11% 5% 6% 13%

What most people around you are bauying/using 9% 9% 9% 7% 7% 9% 5% 5% 4% 5% 10%

Recommendation by shopkeeper/dealer 6% 7% 6% 6% 6% 5% 3% 12% 2% 8% 10%

Recommendation by friend/relatives/colleagues 5% 4% 5% 4% 4% 1% 2% 9% 4% 3% 5%

The celebrity endorsing the brand 2% 2% 2% 2% 2% 1% 2% 2% 1% 3% 1%

Possibility of buying online 0.4% 0.3% 1% 0.3% 0.3% 0.1% 0.3% - - 0.2% -

Buying Orientation: Important attributes (contd.)

75

Buying attributes



Top 6 cities


Sample Base

58,288

37,912

20,376 18,687

4,968 800

800

798

758

613

799

Price Buyer 41% 40% 41% 38% 42% 25% 44% 52% 50% 46% 36%

Image Buyer 39% 38% 40% 36% 31% 38% 28% 22% 33% 23% 34%

Functionality Buyer 11% 14% 10% 16% 17% 26% 14% 8% 10% 27% 22%

Style Buyer 3% 3% 2% 4% 4% 4% 7% 6% 5% 0.1% 2%

Convenience Buyer 5% 4% 5% 5% 4% 6% 5% 9% 2% 2% 4%

Word of Mouth Buyer 1% 1% 1% 1% 1% 0.4% 1% 2% 0.4% 1% 1%

Know-tow Buyer 1% 1% 1% 1% 1% 1% 2% 1% 0.1% 1% 1%

Consumption Lifestyle Classification*

76

• 2 in 5 of all the urban & rural households in India is a ‘price buyer’

• Similar proportion of households in India is a ‘image buyer’ and gives relatively

higher importance to brand name

• Households of Mumbai, Chennai & Hyderabad consume/buy relatively more basis

the functionality of the object

*Segmentation of Indian Shoppers

Image BuyerConsiders ‘brand image’, ‘company reputation’

or shopping ‘experience as most importance

Price Buyer Considers ‘price’ as most important

Functionality BuyerGives more importance to ‘performance’ quality

and ‘advanced features’

Style Buyer Considers ‘design & looks’ as most important

Convenience BuyerGives conveniences like ‘ease of usage’, ‘ease of

payment’ and ‘online buying’ highest

importance

Word-of-Mouth

BuyerGives more importance to ‘recommendation’ by

shopkeeper, friends, relatives, colleagues, etc

Know-tow BuyerGets motivated most by what ‘others’ buy or is

‘endorsed’ by celebrities

(by product/brand ‘buying’ orientation)

Segmentation

83% 79%85%

73%59%

83% 89%78%

11% 14%15% 14%

15%

11%

30%

7%

12%

24%

5% 6% 5%8% 9%

20%

5% 4% 2%7% 12%

4% 6% 4% 1%

71% 66% 63%

10%

2% 1% 2%1%6%

0%

25%

50%

75%

100%


Top 6Cities


Shopoholic

Shopenthusiast

Shopolazy

Shopophobic

Level of Consumption Impulse*

78

• Almost 4 in 5 of the urban households are categorized as ‘Shopophobic’ (ones who

have low levels of shopping orientation, hates shopping and shops only when it is necessary)

• Only 8% of the urban households show adequate to high shopping orientation

• Households of Bangalore followed by Mumbai show relatively greater

orientation towards shopping

Sample Base: 58,288 37,912 20,376 18,687 4,968 800 800 798 758 613 699

ShopophobicLow Shopping Orientation(hates shopping, shops only when necessary,

buy only what’s needed and only when things

wear out/break down)

Shopolazy

Moderate Shopping

Orientation(sees shopping as a chore, shops occasionally,

buy what’s required when things wear out/look

old/outdated)

Shopenthusiast

Adequate Shopping

Orientation(likes shopping, shops frequently, often buys

what’s trendy and willing to replace things

even if they are working/in good condition)

ShopoholicHigh Shopping Orientation (loves and enjoys shopping, compulsively buys

when shopping, picks up the latest and trendy

to keeps replacing/upgrading things regularly)

(by ‘orientation’ towards shopping)

Segmentation 1

*Segmentation of Indian Shoppers

Note – The ‘orientation’ towards shopping has been calculated by taking into account

attitude of shoppers on four parameters - Enthusiasm towards shopping, Frequency of

shopping, Frequency of replacing things at home and Keenness to buy what is latest

and trendy. For each parameter, a 4-point scale qualitative statement battery was

administered to gauge the responses.

Spend heads

Average monthly household expenditure (Rs.)


Top 6 cities


Sample Base

58,288

37,912

20,376 18,687

4,968 800

800

798

758

613

799

Basic food/grocery 1,852 2,112 1,732 2,292 2,423 2,454 3,083 2,335 1,860 2,694 1,979

Processed Food - and beverages 265 308 245 321 358 260 350 406 371 453 361

Basic Toiletries 198 230 184 245 255 221 262 282 245 319 232

Cosmetics/Grooming products 164 204 144 217 235 195 196 251 332 323 234

Rent 845 1,029 639 1,100 1,234 890 1,326 1,614 606 1,563 1,559

Telephone Bill 303 367 268 417 430 512 431 459 295 570 289

Electricity Bill 290 362 252 432 413 408 550 340 413 351 267

Kitchen Fuel 309 361 285 366 371 346 458 348 325 366 314

Monthly Household Expenditure: Common head spends

80

• Both urban & rural households spend the largest share of their income on basic

food/grocery; spend being highest in households of Delhi

• Households of Bangalore spend nearly half of their monthly spend of basic

food/groceries on rent

Monthly Household Expenditure: Common head spends (contd.)

81

• Households of Delhi spend relatively more on transport/conveyance

• Kolkata & Chennai households spend relatively more on indoor & outdoor

entertainment respectively

Spend heads

Average monthly household expenditure (Rs.)


Top 6 cities


Sample Base

58,288

37,912

20,376 18,687

4,968 800

800

798

758

613

799

Transport/Conveyance 363 450 323 536 522 456 722 529 280 388 368

Indoor entertainment 316 375 278 389 451 394 487 437 516 486 436

Outdoor entertainment 362 471 288 521 574 549 595 684 361 754 506

Loans & other liability payments 898 1,477 743 1,396

1,386 2,182 513 1,725 822 1,814 1,915

Farm Equipment running cost 278 - 438 - - - - - - - -

Cattle feed/fodder 317 - 474 - - - - - - - -

Annual Household Expenditure: Common head spends

82

• Households of Delhi spend relatively more annually on clothing, footwear &

fashion accessories

• Households of Chennai spend more on Gold/precious jewelery

Spend heads

Average yearly household expenditure (Rs.)


Top 6 cities


Sample Base

58,288

37,912

20,376 18,687

4,968 800

800

798

758

613

799

Clothing 3,349 3,790 3,146 4,121 4,364 5,652 4,890 4,107 3,063 4,425 4,166

Footwear 1,008 1,158 939 1,285 1,379 1,137 2,639 1,108 975 730 883

Fashion accessories 998 1,163 904 1,329 1,546 1,395 2,010 1,088 1,084 1,872 946

Watches 982 1,021 956 1,039 1,102 1,092 1,108 2,102 682 851 1,038

Gold/Precious Jewelry 5,147 5,554 4,896 6,069 5,420 6,581 5,131 4,822 3,500 14,541 2,376

Vehicle maintenance 2,136 2,496 1,917 2,520 3,151 2,156 3,392 1,395 1,259 2,549 7,768

Durables/Appliance purchase 2,094 2,546 1,779 2,335 2411 2,355 2,030 3,024 4,534 1,302 2,696

Holidays 2,681 3,004 2,275 3,755 3607 4,284 3,199 2,847 4,073 4,170 5,671

Annual Household Expenditure: Common head spends (contd.)

83

• Households of Kolkata & Chennai spend annually the highest towards financial

investments & savings respectively

Spend heads

Average yearly household expenditure (Rs.)


s

Top 6 cities


Sample Base

58,288

37,912

20,37

6 18,687

4,968 800

800

798

758

613

799

Financial investments 6,495 7,076 5,979 7,474 8,342 6,870 8,247 11,672 15,173 4228 2884

Savings

10,422

11,15

0

9,886

13,310

12,251

13,163

11,760

14,971 2,518

64,891

6,719

Farm Equipments Purchase & Repair 1,980 -

1,978 - - - - - - - -

House/Roof repairing 1,663 -

1,661 - - - - - - - -

Cattle Purchase 4,283 -

4,277 - - - - - - - -

Seed Purchase 2,428 -

2,427 - - - - - - - -

Type of loan



Top 6 cities


Sample Base

58,288

37,912

20,376 18,687

4,968 800

800

798

758

613

799

Home Loan 2% 2% 2% 1% 0.8% 0.4% 0.3% 1.3% 1.1% 0.4% 1.5%

Two Wheeler Loan 1% 1% 1% 1% 0.4% 0.1% - 0.5% 0.1% 0.9% 0.9%

Education Loan 0.6% 0.3% 1% 0.1% 0.1% 0.1% - 0.6% - 0.2% 0.1%

Business Loan 0.6% 0.4% 1% 0.2% 0.2% 1% - 0.1% 0.1% 0.1% 0.3%

Car Loan 0.3% 1% 0.1% 0.3% 0.1% - 0.1% 0.1% 0.1% 0.3% 0.1%

Consumer durable Loan 0.2% 0.1% 0.2% 0.1% 0.1% 0.1% - - - 0.4% 0.1%

Seeds/Fertilizer Load 5% - 7% - - - - - - - -

Agriculture Loan 1% - 2% - - - - - - - -

Loan for Land 1% - 1% - - - - - - - -

No loan liability 89% 96% 86% 98% 98% 99% 100% 97% 99% 98% 97%

Current loan liability

84• Almost 9 out of 10 households do not have a currently running loan obligation

Investment Status Classification*

85

• Almost 2/3rd of all urban households do not invest in any financial instruments

and are therefore classified as ‘Non-Investing’

• Among those households who have invested in at least one financial

instrument, nearly 1 in 5 have invested in single financial instrument

• Households of Mumbai, followed by Hyderabad & Delhi have show higher

propensity to invest in multiple financial instruments

67% 66% 68% 66%

43%

66%

83%93%

21% 20% 20% 21%

31%

23% 18%

13%4%

36%

11% 13% 10% 14% 14%26%

10% 12%4% 3% 8%

1% 1% 1%

55%69%64%

22%

1%1% 1%

0%

25%

50%

75%

100%


Top 6Cities


Swimmers

Dippers

Shallows

Non-Investing

Sample Base: 58,288 37,912 20,376 18,687 4,968 800 800 798 758 613 699

*Household Segmentation by Financial Investments

(by ‘number’ of financial instruments invested in)

Non-Investing No financial instrument invested in

ShallowsInvested in only 1 financial

instrument

Swimmers Invested in 2-3 financial

instruments

Deep Divers Invested in 4 or more financial

instruments

Segmentation 1

Appendix

Top 25 Cities

88

Top 25 Cities

1 Delhi 14 Lucknow

2 Kolkata 15 Nagpur

3 Mumbai 16 Patna

4 Chennai 17 Indore

5 Bangalore 18 Vadodara

6 Hyderabad 19 Nashik

7 Thane 20 Agra

8 Ahmedabad 21 Bhopal

9 Pune 22 Ludhiana

10 Kalyan-Dombivali 23 Faridabad

11 Surat 24 Ghaziabad

12 Kanpur 25 Meerut

13 Jaipur

City type classification by market size

89

City list by market size

City type classification by population

90

City list by population

Urban SEC grid

91

Urban SEC grid

Rural SEC grid

92

Rural SEC grid

Thank You!