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The ‘Top End’ Indian Woman

The ‘Top End’ woman

A distinct segment distinct from very elite distinct from the middle class SEC A, 8000+ MHI

Top End WomenHH based Income groups & SEC

HHs(000s)

SEC A1 SEC A2 SEC B1 SEC B2 Total

8K-10K 282 401 437 240 2664

10K-12K 180 204 187 82 1207

12K-15K 216 219 149 72 1021

15K-20K 151 105 66 24 478

20K+ 109 52 31 13 282

Total 1742 2979 4510 4124

Source: The IRS 2000

19.2L HHs

Meeting her…

Her appearance

Conventional Salwar suits and saris Younger: few in jeans and western

outfits Neat hair even if short Some make up, typically eye liner,

lipstick, perhaps bindiDoes not look very different from ‘mass’ woman

Her manner

Enjoys meeting other women Easily bonds, shares Aware of her opinion, and

expresses it Believes in herself Confidence shows in body

language.

A Gradual Transition

Some typical instances

Emerging streaks of ‘modern’ Entire group in giggles, discussing love

marriages Must be good if shown on TV appreciation from husband is good but boys

on the road will whistle…! If I look good everyday, who will look at me on Sundays I like to go out…. holiday for me hate the summer holidays… am constantly

troubled by children

Some typical instances

Yet, a core of tradition Takes pride in inter caste marriage but takes

on husband’s ethnic and lingual identity almost totally

Young girls into latest trends ready to don traditional role after marriage

One starts criticizing mother-in-law, all start One starts discussing children, they can’t stop!! I won’t but my daughter should do not want to displease… ‘adjust kar lete hain’

Some not-so-typical instances

Moments of confidence, spontaneity... Girl talking about reading ‘secret books’ in

bathroom Housewife in Madurai enjoyed the group

“staying at home is like being in Central Jail”

Housewives: jeans on holiday, sleeveless in bedroom

I like to dance in the kitchen… can’t help it when there is good music

Peek into her life

A Girl’s world

Youth… living for today fascinated by the ever changing present focus on social life, outer driven aspire for independence, freedom, fun,

friends educated, career a given (professional,

artistic, hobby related)

Moving out of home… Moving into self...

A woman’s reality

Exposed… educated when younger sees peer, younger girls realises own worth beyond current realm I-values learnt from media

Yet restricted… family, in laws, husband traditional role expectations own desire not to rebel or rock the boat

Her time is spent... Mainly household work

Cooking, cleaning, looking after kids

Some domestic help common

Lots of free time!! For hobbies, socialising, even beautifying loves shopping, even for home things part time income generation

Yet feeling of being very busy

Source: Urban Elite

Share of TimeActivity Urban Elite HWs

WorkingWomen

Student

Cooking 3:18 3:24 3:12 1:30

Time with family 1:00 1:24 0:48 0:48HouseholdChores

0:54 1:24 0:48 0:24

Personal Care 2:36 2:54 1:54 2:10

Leisure at home 3:24 3:48 1:36 4:12

Leisure o/ s home 1:24 1:24 1:00 1:24

Work/ College 2:12 - 6:00 4:00

Studies 0:18 - - 1:00

(Hours:Minutes)

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Her life

Housewife

EducationOutside HomeGirl

Woman

Discontinuity Emerging

Her struggles and preoccupations

A mom and a wife...

RESPONSIBILITIES

Nourishment

Other duties

Managing Finances

Housekeeper

Caring

Family

SELF

- Indulgence- Recognition

Has a bigger role in the family

A typical housewife...‘Home Manager’

WORLD

OF

RESPONSIBILITY

WORLDOF SELF

Not Dissociated from Family orSelf Indulgent

PAY OFFS : - Pride- Recognition of her efforts

‘Happy’Adaptation

REINFORCES PRIDE IN SELF

MAINTAIN HARMONY OF CURRENT BALANCE

NOT SEEKING AN IDENTITY INDEPENDENT OF FAMILY

‘‘Home Manager’Home Manager’

Yet… regrets, aspires

Aspires to… widen world, not break away have own identity be appreciated as an individual

yearns … freedom and control meet friends more, go out, have fun be exposed to the world outside

Her struggle

Resolution… Me… versus… others Outside home… versus… inside home Face challenges… versus… cling to

safety Desire to stand up… versus… not rock

the boat

Her evolution

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The key point of change...

Points of Reference (media led)– family to strangers– seeing similarities to seeing differences– realm of fantasy to realm of reality

“I know I am different”, and…..“I know what I don’t have”

Desire Replaces Self- Denial

The ‘I am me’ syndrome

Non apologetic about self her background her opinions her choices

in touch with self her views vis a vis others reasons out and decides aware of her own likes and dislikes

The ‘I won’t rock the boat’ syndrome

Sees harmony as her domain must adjust keep peace smooth out frictions (let alone cause

them) Values the collective

experience of elders they have rights over me sense of ownership and belonging

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“I am better than my mother” Syndrome

More confident more exposed world outside her home

More critical and evaluative has made choices has asserted her point of view

More articulate knows how to express her point of view without rocking the “social boat”

Less Wariness of the NewOpen to Change

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Yet: “My mother knows more...” Syndrome

She has had less training in domesticity

Can deliver End Product

But is unsureof the basic processes

Can RecognizeGood Quality

But is unsureof replicating the end

Can learn thenew

But feels nervous aboutdelivering the traditional

She recognizes her limitationsShe recognizes she needs support

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“I have no time” Syndrome Housework takes less time

smaller families appliances

But she does more–greater involvement with children’s education, needs–sharing out-of-home responsibilities–has the potential of contributing financially

Emerging Self Worth

Valuing her Time

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“I need time for myself...” Syndrome

Her mother lived for others She knows otherwise….

personal priorities time for self; with friends not everything has to be for ‘larger good’

Sanctioning Self Indulgence

Implications

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Implications in market place

Media Explosion and Secure Finances

They will spend more.

The Changing Values of the Housewife

Where will this be spent?

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Lure of Variety

Flirtation instead of forging loyalties ‘Horizontal’ versus ‘Vertical’ upgradation VFM - unshaken, new gains

– Buying small becoming a norm?– Lower MRP’s reevaluated

cue opportunity to try not cue poor quality; lower status

FMCG’s…and fast moving ‘durables’?

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Criticality of Product Differentiation

Sensorials matter Enjoyable sensations

expected without guilt

Packaging, shop shelf look - gain an edge

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“Personal” Products How personal are personal products

– soap, talcum powder, skin care products– family uses just one

Personalising the ‘Personal Products’– enhanced per capita spend– enhanced value of the self– enhanced focus on sensorials

Opportunity in segmentation – intra-family segmentation– age, sex

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Trial of the ‘New’...and the ‘Not-so-new’….

Give me new….– I am not afraid– I am not suspicious– I am different…first…better

Give me tradition….– I desire it– I can’t deliver it

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The “Efficiency” Mantra

Convenience products get sanctioned

– Better utilisation of time– Payoff - enhancing productivity; not

magnify incompetence

Technology sanctioned– Purchasing efficiency– Not image

Some category truths:beauty

Everyone wants fairness Minimalism matters Beauty ultimately means confidence There’s a time for glamour and a time for

ordinariness Convenience is not a bad word Teach me how ‘Natural’ rules

Source: Working woman HLL-MR

Personal GroomingWorking Woman Housewife

Constantly conscious of herself,trendy

Fashion conscious, higherdegree of social interaction

Exposure to people, well roundedpersonality

Perceives grooming as the keyaspect of her personality

Paucity of time, externally aidedgrooming practices, highexpenditure

Ample time, allows for dailymaintenance, home remedies,budget conscious

Pressure to be well groomed fromcolleagues etc

Pressure to be well groomed toappear attractive to spouse

Feels free to spend on groomingproducts, financially independent

Hesitates to spend ongrooming products, financiallydependent

High incidence of usage of various cosmetics / toiletries indicate- high involvement with grooming- enhancement products as important as skincare

Level of usage of cosmetics higher in the younger 15 - 34 age segment

Personal care progression model : Most urban elite belong to the "Evolving" segment

Basic Evolving Evolved 15% 55% 30%

Talc Face Wash Hair colourantsLipstick Eyeliner Styling gels / moussesCold Cream Moisturiser Eye shadowShampoo H & B Lotion Face ScrubsTalc Deo & Body Spray Sun ScreenNail PolishAnti PerspirantsPerfumes / Cologne

Source: Urban Elite

Personal Grooming

Average Monthly Expenses (Rs)<2800

2800-5600

5600-8500

8500-11000

11000-14000

>14000

Toilet soaps 24 40 58 73 79 92

Laundry 40 64 94 113 140 174

Hair Care 19 34 52 69 70 99

Oral Care 23 37 48 54 61 73

Mass Skin Talcs Creams

853

21128

351817

603724

602732

853649

Shaving 13 25 39 49 56 77

Color Cosmetics 5 11 22 32 50 97

Skin among the lowest expense category - Face the most important part?

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Thank You.