Consumer Lifestyles in India

CONSUMER LIFESTYLES IN
INDIA
Euromonitor International
June 2015
CONSUMER LIFESTYLES IN INDIA
LIST OF CONTENTS AND TABLES

Lifestyles in India .......................................................................................................................... 1
Chart 1
Datagraphic in India ..................................................................................... 1
Top Five Consumer Trends .......................................................................................................... 1

the Gym Generation ................................................................................................................. 1
Consumer Segmentation .............................................................................................................. 4
Babies and Infants .................................................................................................................... 4
Chart 2
Babies and Infants in Focus 2000-2020 ....................................................... 5
Kids........................................................................................................................................... 6
Chart 3
Kids in Focus 2000-2020............................................................................. 7
Tweenagers .............................................................................................................................. 7
Chart 4
Tweens in Focus 2000-2020 ........................................................................ 8
Teens........................................................................................................................................ 9
Chart 5
Teens in Focus 2000-2020......................................................................... 10
Young Adults .......................................................................................................................... 10

Chart 6
Young Adults in Focus 2000-2020 ............................................................. 12
Middle Youth ........................................................................................................................... 12

Chart 7
Middle Youth in Focus 2000-2020 .............................................................. 13
Mid-lifers ................................................................................................................................. 14
Chart 8
Mid-Lifers in Focus 2000-2020 ................................................................... 15
Late-lifers ................................................................................................................................ 15
Chart 9
Late-Lifers in Focus 2000-2020 .................................................................. 16
Housing and Households ........................................................................................................... 17

Home Ownership .................................................................................................................... 17
Chart 10
Home Ownership 2000-2020 ..................................................................... 18
Household Profiles.................................................................................................................. 18
Chart 11
Household Profiles 2000-2020 ................................................................... 19
Running Costs ........................................................................................................................ 19

Chart 12
Household Running Costs 2000-2020........................................................ 20
Money and Savings .................................................................................................................... 21

Attitudes Toward Payment Methods ....................................................................................... 21
Savings ................................................................................................................................... 22
Loans and Mortgages ............................................................................................................. 22
Chart 13
Borrowing and Saving 2000-2019 .............................................................. 23
Eating and Drinking .................................................................................................................... 24

Eating Habits .......................................................................................................................... 24
Chart 14
Food Expenditure Profile 2000-2020 .......................................................... 25
Drinking Habits ....................................................................................................................... 26

Chart 15
Drinks Expenditure Profile 2000-2020 ........................................................ 27
Grooming and Fashion ............................................................................................................... 28
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Female Grooming and Fashion Trends .................................................................................. 28

Male Grooming and Fashion Trends ...................................................................................... 29
Chart 16
Grooming and Fashion Expenditure 2000-2020......................................... 30
Health and Wellness .................................................................................................................. 30

Attitudes To Health and Well-being ........................................................................................ 30
Chart 17
Health of the Nation 2000-2020 ................................................................. 32
Shopping Habits ......................................................................................................................... 32

Main Household Shop ............................................................................................................ 32
Shopping for Big-ticket Items and Personal Goods ................................................................ 33
Chart 18
Where Households Shop for Essentials 2000-2019 ................................... 34
Leisure and Recreation .............................................................................................................. 35

Leisure Time ........................................................................................................................... 35
Vacations ................................................................................................................................ 36
Public Holidays, Celebrations and Gift-giving ......................................................................... 37
Chart 19
Possession of Selected Home-Tech and Mobile Phones 2000-2020......... 38
Getting Around ........................................................................................................................... 38

Private Transport .................................................................................................................... 39
Chart 20
Getting Around on Private Transport 2000-2020 ........................................ 39
Public Transport...................................................................................................................... 39
Commuting ............................................................................................................................. 40
Chart 21
Getting Around on Public Transport 2000-2020 ......................................... 41
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II

LIFESTYLES IN INDIA
Chart 1
Source:
Datagraphic in India
TOP FIVE CONSUMER TRENDS

the Gym Generation
According to the CEO of Fitness First Group, A new generation of Indian consumers is
waking up to the benefits of fitness and well-being. A fitness trainer adds, A lot of people are
getting more health conscious. Socially, everyone wants to look good. A combination of rising
disposable incomes, growing social image consciousness and awareness of diseases such as
obesity and diabetes has led to a huge fitness craze in India, which can clearly be seen in the
proliferation of gyms across the country, in both rural and urban India. Many gyms and studios,
catering to different levels of fitness, budgets and glamorous tastes, have opened in the past
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few years. In fact, in an article in November 2014, The Financial Times dubbed the current
generation Indias Gym Generation. This growth is reflected in the numbers: according to a
report released by the Federation of Indian Chambers of Commerce and Industry (FICCI), the
Indian fitness and slimming industry is expected to increase from INR60 billion in 2012 to at
least INR100 billion in 2015.
The Indian film industry is also believed to have played a part in driving this trend. A
writer/actor comments, Bollywood should be thanked for the way India is starting to view
fitness. I remember growing up in Delhi in the 1990s and rarely seeing gyms. Movie stars
tended to be rather plump. She adds that currently, Bollywood seems to be un-attracted to the
anorexic look so the focus does seem to be shifting more towards a healthy lifestyle than simply
thinness. As a result, a large number of fashion-conscious young consumers have been drawn
to fitness after being inspired by looking at the well-toned bodies of celebrities and sports stars.
Going to gyms also provides an outlet for youngsters to show off branded clothes and high-end
footwear and other accessories.
Fitness activities among Indian consumers are not restricted to gyms. People are also
involved in outdoor running, biking, and hiking groups. Activities like Cross-fit and Zumba have
become popular, along with kick-boxing, spinning, aerobics, Pilates and mixed martial arts
(MMA) classes. Additionally, Indias first fitness station was launched on the Worli Promenade in
Mumbai in 2013.
According to the director of Golds Gym India, The fitness oriented customer is mostly in the
age group of 20-40 years right from their college days to their professional days mainly to look
good. He adds, Earlier it was predominantly dominated by the male population. Today we see
45% of the members being female. Education and access to the Internet has changed the views
of women to take up gymming.
Indian consumers bitten by the travel bug
According to a 2013 Economic Times article, Indians have emerged as the fastest growing
outbound consumer segment in the world. The number of Indians travelling abroad is expected
to rise from nearly 17 million in 2013 to 50 million by 2020 second only to China in terms of
absolute numbers. This growth is reflected in consumer spending figures: per capita consumer
expenditure on outbound tourism increased by 14% over 2012 to 2014 to reach INR626.
Higher disposable incomes and the increasing presence of budget airlines have driven
consumers towards cheap international trips. Countries such as Thailand, Malaysia, Vietnam
and other Southeast Asian nations are popular destinations among consumers mainly owing
to their affordability, geographical proximity and limited visa entry requirements. In fact,
travelling to these countries can work out to be cheaper than travelling to domestic tourist
destinations in India such as Goa and Kerala. At the same time, some consumers are willing to
spend extra on unique travel experiences, such as adventure trips, sporting events, culinary
tourism and volunteerism. As the founder-director of Stark Tourism Associates points out, The
Indian traveler is increasingly seeking immersive holidays in exotic destinations that will help
him tell new stories of people, cultures and food.
Growing openness and exposure to the outside world has also stimulated this trend,
especially among the younger generation. Another reason behind the increase in foreign travel
is the large number of Indians living in different parts of the world for work and study. According
to the Economic Times article, 43% of leisure travellers from India cite visiting friends and
relatives as the main reason for overseas travel.
Travelling is expected to become even more popular and according to a consumer survey
carried out by TripAdvisor in 2015, More than half (53%) of Indians will increase their travel
budget in 2015. Of those planning to increase their travel spend, 52% indicate that they plan to
do so because they feel vacations are something they or their family deserve and 46% say it is
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because they are going somewhere on their wish list this year. Destinations on the wish list
include countries like Australia, France, Switzerland and New Zealand. The survey further states
that the average number of international trips for Indian consumers is set to increase by a
massive 45%, in comparison to the global average of 15%.
Indian consumers take to internet shopping
Internet retailing has really taken off in India and changed the way Indians approach
shopping. According to the secretary general of the Associated Chambers of Commerce of India
(ASSOCHAM), Customer behaviour is changing dramatically. People are not only using the
Web to book air tickets and movie tickets but also do not hesitate in placing orders for mobiles,
laptops and other consumer electronics and home appliances. He adds, The challenges of
worsening automotive traffic, rising fuel prices and the increased difficulty of time management
in modern families have made going to the mall a planned activity which nobody has as much
time for anymore.
The big change happened in October 2014, when the big three e-commerce retailers Flipkart,
Snapdeal and Amazon offered huge pre-Diwali discounts in an effort to win customers. In fact,
nearly 1.5 million consumers bought goods worth over INR6 billion from Flipkart on the Big
Billion Day sale on October 6. According to a report released by ASSOCHAM, 40 million
consumers made an online purchase in 2014 a number that is expected to rise to 65 million in
2015. This was despite the fact that internet coverage in India is still quite low only 12.9% of
households had access to internet enabled computers that year. In terms of expenditure, per
household spending on internet retailing increased from INR953 in 2013 to INR1,591 in 2014
a jump of 67%. This is expected to almost quadruple to INR5,405 by 2019.
The ASSOCHAM survey further states that shopping via tablets and smartphones increased
by 15% in 2014 and accounted for roughly 20%-25% of overall consumer purchases. Around
76% of respondents stated, It is much easier from the comfort of your own desk or even from
your smartphone or tablet to type out a search phrase and click buy than have to undergo a
mall excursion. More than 50% of online sales happen during lunch time and office closing
hours on Tuesday, Wednesday and Thursday. According to the survey, People are done with
the day's work and use the last hour to browse and buy from shopping sites, while on
weekends, sales in retail outlets are higher.
Some 35% of regular shoppers are in the 18-25 age group, 55% in the young professional
age group of 26-35, 8% between 36 and 45, and 2% in the 45-60 cohort, while the split between
male and female shoppers is 65-35.
Growing image consciousness among men
Men in India have become more image conscious and have begun to invest more time and
money to look well-groomed. The executive director of Baccarose Perfumes and Beauty
Products Pvt. Ltd, says, Men in India really spend time and money for grooming. They are also
brand conscious and spend money on the latest launches as they are well versed with the
trends due to the Internet and their travel overseas. Additionally, as the marketing head of
beauty care at Dabur India says, Today men believe that not just social acceptance but also
career success is linked to how a person presents himself to the external world.
There was a time when mens grooming products were pretty much restricted to after-shave
balms or a spot of moisturizer. This is no longer the case. Indian men are investing in cosmetic
enhancements, as well as products such as specialised skin creams, shampoos and bleaches.
Beauty salons and parlours have also seen a big spike in the number of male customers. The
interest in grooming products is also reflected in spending figures. Per capita expenditure on
male grooming products almost doubled over a decade, from INR24.1 in 2005 to INR42.4 in
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2014. The growth is expected to intensify, with per capita spending forecast to increase to
INR64.1 by 2019.
Instead of using womens grooming products, male consumers are beginning to demand
products specifically designed for them. As a result companies have launched products such as
beer shampoos, whitening creams and face wash designed exclusively for men. Men are even
beginning to outspend women in certain categories such as colognes and deodorants. One 20something noticed on a recent weekend trip that the men in the group carried more grooming
products, such as shampoos, hair gels, body wash and deodorants, and that it was the women
who were borrowing these products from their male friends. The managing director of Indian
retail chain Shoppers Stop confirms this trend: 50% of the chains overall consumers are men,
while for categories such as colognes, it is over 60%.
Changing face of the rural consumer
According to the group product manager at Parle Products Pvt. Ltd, There is no difference
between the urban and the rural consumer. Consumers in rural India are beginning to match
their urban counterparts: they have become more aspirational and are looking to purchase
branded, high-quality products. They are also less willing to accept inferior products simply
because they cost less. The manager adds that increased media and telecom penetration in
rural areas has played a huge role in changing the way rural consumers shop. Additionally,
migrants with jobs in urban areas are sending a lot more money back home, leading to greater
discretionary incomes for rural family members. The rural economy has also shifted, with better
paying non-farm work on the rise, again contributing to higher disposable incomes in rural
areas.
With the growth in smartphone and internet penetration in small towns, online shopping has
also seen a boost. According to an April 2015 Economic Times article, Small towns are the new
big market for e-classified portals like Quikr, OLX. The CEO of OLX says, The overall traffic on
our website, like any other websites in the country, would be dominated by the top 50 cities of
the country. But the interesting thing is that about 30%-35% of our traffic is coming from very
small towns of India. He adds, If you look at the internet penetration in the smaller towns as
compared to big cities, these numbers are highly significant.
This change is reflected in other areas as well. Parents in affluent, urban areas have
traditionally favoured enrolling their kids in private schools. But this trend is now emerging in
rural India as well. According to the Annual Status of Education Report (ASER) released in
January 2014, more than 25% of new enrolments in rural India were in private schools. Parents,
who are very often illiterate themselves, are now willing to invest in their childs education.
Growing health consciousness and image consciousness among rural consumers is also
mimicking the trend from urban India. Rising affluence in small towns and villages and a greater
awareness of health and nutrition are driving the demand for healthier products. Additionally,
fitness centres have gone beyond big cities and are now expanding heavily in smaller towns to
cater to the growing demand among young rural consumers.
CONSUMER SEGMENTATION
Babies and Infants
The number of babies and infants has decreased slightly with numbers falling from 75.7
million in 2012 to 75 million in 2014 a drop of nearly 1%. This has led to a fall in the share of
babies and infants in the overall population, from 6.2% in 2012 to 5.9% in 2014. This share is
further expected to decline to 5.4% by 2020, a reflection of the declining birth rates.
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Indias population growth is finally slowing down. The birth rate decreased from 24.7 in 2005
to 21.2 in 2014, while the fertility rate decreased to 2.5 births per woman in 2013, in comparison
with 2.8 in 2005. The main reasons behind this were government campaigns and programmes
to spread awareness of population control, higher literacy rates (both among men and women)
and a higher number of women in the workforce (15.4% in urban areas in 2011 compared with
11.9% in 2001). According to the 2013 Sample Registration survey of the Census of India,
states with high literacy rates such as Goa and Kerala recorded the lowest fertility rate at 1.6,
while Bihar, which suffers from widespread female illiteracy, had the highest fertility rate at 3.4.
Although the number of women working after marriage has increased in India, it is still quite a
small proportion. Therefore childcare remains primarily the responsibility of the mother. A
shortage of good childcare facilities means that many women have no option but to stay at
home approximately 40% women drop out of the workforce after childbirth. But this is slowly
changing, as more companies begin to provide childcare facilities. Leading corporations like
CSC and Mahindra set up an onsite childcare facility at their campuses in 2014, with many more
expected to follow suit in the near future.
Where both parents work, especially in urban areas, it is common for grandparents to take
care of the children, enabling the parents to maintain a work-life balance. Hiring a domestic
maid to take care of childcare duties is also a popular option.
Alternatives to disposable diapers emerge
The trend of modern cloth diapering is beginning to catch on in India. Though disposable
diapers are currently the norm, there is growing concern among parents over their
environmental impact. An increasing number of consumers on blogs, Facebook groups and
articles are discussing the negative impact of disposable diapers on landfill sites and workers,
and calling for the greater usage of cleaner and cheaper cloth diapers.
Consumer demand for online baby care products grows
Parents in India are increasingly shopping online for baby care products. Time constraints, a
wide range of discounts and offers and services such as next-day delivery and easy returns
have made online shopping a convenient option.
One young mother says online shopping is a practical solution for todays busy mothers. She
adds, Initially, I used online shopping to stock up on diapers and other essentials as they were
offered at attractive prices. But now, I browse through toys and clothing sections as well and I
am pretty satisfied with the variety these sites offer.
Chart 2
Babies and Infants in Focus 2000-2020
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Source:
Euromonitor International from national statistics/UN
Kids
There was a marginal increase of 0.3% in the number of children (aged 3-8) in 2014. The
number of kids increased from 148.2 million in 2013 to 148.7 million in 2014. It is expected to
decline to 148.3 million by 2020, a consequence of declining birth rates. This segment
accounted for 11.8% of the population in 2014, and is estimated to decrease to 10.9% by 2020.
From the age of three to five, children in India attend nurseries or kindergartens. An
expanding economy and an increase in the number of working women have seen a rise in the
number of nurseries and day care centres. As there is no child benefit system in India, parents
have to pay for these services. Most parents want to enrol their kids in these schools and private
schools. Admission is quite competitive due to the limited number of places. Enrolment rates in
pre-primary school were 58%, as of 2011.
Kids in India start primary school at the age of six. Schooling became compulsory and free for
children from the ages of six to 14, after the passing of the Right to Education act in 2009.
Primary school enrolment levels reached 96.5% in 2013, with girls making up 56% of new
students between 2007 and 2013, according to the data released by the 2013 Annual Status of
Education Report (ASER).
There is also demand for private schools, with 29% of students in this age group receiving
private education. Both private and public schools have compulsory uniforms and may admit
children of both genders. Privately educated students have access to computers in school, while
a majority of students in public schools do not.
Kids demand customised products
There is a whole new consumer class of products and services such as sunscreens,
perfumes, special light fixtures, pricey hair clippers and expensive haircuts for children.
According to a 2014 article in the Economic Times, Kids-only products and services that were
once always bought by and for adults are the hottest new market trend in India.
The director of Lotus Herbals says, Families are smaller, parents have more disposable
income, and information about specialised products is spreading. Kids in urban India are
demanding such products from their parents. Even if parents are scrimping on things for
themselves, they are more than happy to indulge their children. Inflation might have hit spending
by adults on adults, but not spending on kids.
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Junk food enters the school tiffin box

According to a 2015 article in the Times of India, With working parents pressed for time and
children being too choosy about their lunches, ready-to-eats and processed food have invaded
tiffin boxes. Favourite meal options now include chips, wafers, cupcakes, wraps, pastas,
popcorn and mayonnaise sandwiches.
One mother of two says The kids can't do without junk food. No matter how much I try to feed
them homemade items like chirwa or parathas, they just won't have it and bring the packed tiffin
back home. She adds, They prefer chips, biscuits, popcorn and mayonnaise sandwiches,
which weren't considered as lunch options in our times!
One fitness consultant warns about the side effects, Child obesity is at an all-time high
compared to even a decade ago, because parents used to pack nutritious food for lunch back
then. Children now have greater access to sugar-enriched food and snacks. This, coupled with
a lack of physical activity, is leading to high blood pressure, type 2 diabetes and many other
ailments among kids. Parents need to watch what they pack in tiffin boxes. Also, they should cut
down the pocket money so kids can't buy junk food with it.
Chart 3
Kids in Focus 2000-2020
Source:
Tweenagers
The tweens segment accounted for 7.6% of the Indian population in 2014. The number of
Tweenagers (aged 9-12) in India increased by 0.6%, from 96.1 million in 2012 to 96.7 million in
2014. It is estimated to rise by 2.5% to 99.1 million by 2020.
According to a 2014 article in The Times of India, primary school pupils spend 51 hours more
in classrooms per academic year than students in OECD countries. A typical school day for a
Tweenager would last from 08.00-14.00hrs. Tweens usually take the school bus or walk or cycle
to school. Uniforms are mandatory in both private and public schools.
Parents do not have to pay fees or pack lunches for their kids in public schools, as this is
provided by the government. The midday meal scheme in Indian public schools is the largest
such programme in the world, serving food to 120 million children in over 1.2 million schools.
This scheme has increased girls school attendance and improved nutrition among children. In
private schools, students usually carry their own lunch boxes or eat in the school canteen. A
standard lunch would consist of rice, lentils and vegetables.
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According to McAfees Tweens and Technology Report 2013, Indian tweens are
enthusiastically adopting the Internet using multiple devices. On average, online tweens in India
are using between three and four devices that can be internet-enabled laptop, mobile and
desktop predominantly. While 61% of respondents said they use desktops, 40% use tablets and
68% use mobiles to access the Internet, the survey found. Tweens have a clear preference for
not only the devices used for Internet connectivity but also the type of activity on these devices.
So while desktop is preferred mainly for homework, tablets are dominant when it comes to
exchanging pictures and playing games.
It is unusual for children from middle-class families to have part-time jobs. As a result, tweens
often receive spending money from parents, relatives and grandparents. Pocket money, ranging
from INR400 to INR5,000, is sufficient to purchase products like food, sweets, books and
games. Parents generally decide upon any big-ticket purchases. However as the managing
partner of GroupM says, In nuclear families and especially ones where we have both parents
working, parents are spending quality time with the tweens and making them a part of lot of
decisions. The influence of tweens in purchase decisions has been increasing by the day. As a
result, tweens are increasingly able to persuade parents to buy them the products they want,
such as the latest clothing and footwear, music, video games and other forms of entertainment.
Indian tweens on social media despite age restrictions
According to a 2014 report released by ASSOCHAM, nearly 73% of teens in tier-1 and tier-2
cities are on Facebook and other social networking sites despite age restrictions. Children sign
up on these sites with the help of their parents. According to the report, Close to 82% of the
4,200 parents involved in the survey assisted the children in creating the social media account,
and 75% of these parents are meanwhile aware of the sign-up of their children on Facebook.
The study also found that families where both parents work tended to have children who are
more addicted to technology.
'Wired and looped' tweens increasing influence on purchasing decisions
Despite lacking the spending power to fulfil their wish list, tweens in India are increasingly
playing a major role in brand choices. According to a 2013 article in the Times of India, they are
children of the digital age, independent and with a mind of their own. The director of Turner
International says, Parents are accepting that this age group has a role in influencing purchase
decisions.
The VP of marketing at Ford India agrees: When a family visits their showroom to evaluate a
car, research has shown that each member plays a role in influencing the decision tweens,
for instance, influence their parents on features or choice of colour. Parents too seek their
counsel as they live in the digital space as much as in the physical world because of which they
are most likely to have actively secured product information, reviews, opinions etc.
Chart 4
Tweens in Focus 2000-2020
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Source:
Teens
There was a marginal increase of 0.22% in the number of teens (aged 13-17) in India in 2014,
taking the number to 119.6 million from 119.3 million in 2013. This age group accounted for
9.5% of the overall population in India in 2014. Declining fertility will reduce the proportion to
8.9% by 2020.
According to a 2014 McAfee Intel Security report, about 70% of kids surveyed spent more
than five hours on the Internet in a normal week: 36% used laptops, 27% used smartphones,
while the remainder used desktops. The most popular sites with teens were Facebook,
YouTube and WhatsApp. Other popular sites/apps include Snapchat, Vine, Pinterest, Tumblr
and even Tinder. Getting online and on social media sites is a way of getting social approval.
According to the survey, 64% of kids tried to re-invent their online personas by making
themselves appear older.
According to a ASSOCHAM study published in 2013, the average expenditure among urban
Indian youth increased from less than INR1,500 in 2003 to more than INR6,000 in 2013. Earlier,
teens would look to their parents for all their needs as there was no concept of pocket money.
But with rapidly changing lifestyle coupled with growing costs, we cannot expect teenagers to
manage with figures of the old times, says the national secretary general of ASSOCHAM.
Around 75% of urban Indian teens (16-18 years) spend more than INR6,000 on cosmetics,
apparels and mobiles. Out of this, INR4,500 is said to be spent on cosmetics alone. Looking
good and keeping up appearances is becoming increasingly important to consumers in this age
category: girls start buying cosmetics from the age of 13-14 as compared to 18-19 a few years
ago, while boys aged 16-18 spend more than girls on grooming products such as hair care and
deodorants.
Teenagers also spend a lot of time on school and school-related extra-curricular activities.
According to a 2014 Times of India article, an average eighth grader in India spends 130 hours
more in school in an academic year than students in OECD countries. As the education system
is extremely competitive, with a greater focus on higher education, there is a lot of pressure on
kids to excel in studies and other activities like inter-school competitions (such as sports or
debates) to improve their chances of gaining admission into a good college.
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Online shopping booms among Teens

According to McAfee Indias Tweens & Technology Report 2013, shopping is among the
favourite activities that teens perform online. Shopping online is no longer restricted to low-value
items like movie tickets and books. Many teens have started to order high-value items like
apparel, footwear and electronics as well.
The report states that Indian teenagers are more brand conscious than adults when shopping
online. At the same time, teens are less loyal and change brands frequently. Their purchasing
decisions are heavily influenced by friends and social media. Since teens in India mainly depend
on their parents for money, they like to secure discounts and special offers online to save
money and spend on more products.
Teens drive smartphone sales
The availability of cheaper smartphones in the range of INR5,000-INR6,000 has led to a big
spike in the number of smartphone users in India. This trend is especially seen in the teenager
segment: according to a 2013 article in the Times of India, smartphone ownership figures
among 16-18 year olds went from 5% in 2012 to 22% in 2013. Due to the greater availability of
low-cost smartphones, teens can now demand such products from their parents.
One online commentator said, In India, mobile devices are considered fad toys among the
youth. If you don't have the means to drive around in a swanky car, at least you should outdo
your peers and have the best mobile device.
Chart 5
Source:
Teens in Focus 2000-2020
Young Adults
The number of Young Adults has been steadily growing over the past decade. It rose from
240 million in 2005 to 272 million in 2014 and is projected to increase to 283 million by 2020.
This segments share in the overall population has remained almost constant at around 21.6%,
making it the largest consumer segment in India.
According to statistics released by the University Grants Commission of India, there were 20.3
million students enrolled in higher education in 2013, out of which 86% were under-graduates,
while only 12% and 1% were enrolled in post-graduate and doctoral programmes respectively.
Even though higher education enrolment rates are still low, there has been massive growth over
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the past decade. An expanding middle-class has raised aspirations among parents and children.
Furthermore, the increasing importance of the services sector in the overall economy has
underscored the need to pursue higher education to match global standards. As a result, there
has been an upsurge in the number of private institutions offering professional courses such as
engineering and MBAs. However, this is the segment worst hit by unemployment. According to
a survey released by the National Sample Survey Office (NSSO) in 2014, 5% of rural youth, and
8% and 13% of urban males and females respectively were unemployed, with youngsters
having only secondary and higher secondary educational qualification the worst affected. At
this level of educational qualification, there is maximum competition for jobs, says an NSSO
official.-This is also the age when the majority of Indians get married and have kids. The average age
for marriage was 26.7 for men and 22.3 for women in 2014. The average age for marriage is
two years lower in rural areas, as a significant proportion of women (60%-70%) marry before the
age of 18. However, with more urban women entering higher education and the workforce,
marriages in urban India are being postponed, though not by much. A representative of the
International Institute for Population Sciences says, A small segment of women who are
educated and in well-paying jobs are now able to postpone childbirth, but they remain a
minority.
According to a January 2015 article in the Hindustan Times, the number of couples under the
age of 30 getting divorced has risen sharply. The number of divorce applications in cities like
Delhi and Mumbai has doubled since 2010. There are many reasons behind this trend, but the
biggest factor, according to counsellors, is the greater willingness to end a marriage that is not
working. One lawyer says, Has the number of divorces gone up? Of course. But has the
breakdown of marriage increased? No. Marriages have been breaking down with much the
same regularity over the years. But couples have been continuing with the marriage to keep up
appearances. The growing rate of divorce is an indication that the stigma associated with it is on
the wane.
In terms of spending habits, Young Indians want it all but they are unsure how much is too
much. This was the finding of a youth survey conducted by the Hindustan Times in 2014.
According to the survey, 59% of young Indians would like to be rich, but at the same time accept
that they (31%) need to be on the lookout for bargains. Some 47% like high-fashion brands (3%
more than 2013), while dressing well seems less a priority (48% in 2014 vs. 51%).
Consumerism in this age segment has emerged as a big marker of personal identity rather than
just governing purchases. The CEO of Futurebrands India says that young consumers have
moved from a collective past into a personal present: Its no more about being from a good
family, its now about who I am. The survey further states that Indian youth have become
highly experimental particularly with regard to food, media and personal care.
Young urban couples opting for nuclear families
Young couples in India are slowly moving towards the concept of a marriage of equals
wherein it is not necessary for the woman to live with her husbands family after marriage.
According to a survey conducted by Shaadi.com in 2015, 64.1% of women and 43.9% men said
that they would prefer to live separately with their spouse after marriage. The COO of
Shaadi.com says, It is very interesting to see young India think beyond tradition and society
norms.
The general perception among young urban couples is that it is easier to set up a nuclear
family after marriage many consider it an ideal arrangement to raise children. According to a
2014 Times of India article, the primary reason behind this trend seems to be greater availability
of space for family members. Another reason why young couples are gravitating towards
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nuclear families is that they believe that their children would be more independent and
responsible in such an arrangement.
Young entrepreneurs on the rise
According to an article from 2013 published on YourStory.com, more and more young people
in India are taking the entrepreneurial route. An improvement in the ecosystem for
entrepreneurship has led to the launch of several technology and e-commerce start-ups such as
Oravel, Vidoofy, BetaGlide and Bluegape by budding entrepreneurs in their early 20s.
The founder of Oravel explains the motivation behind starting his own company: I always
wanted to build a product which did better than academic programmes. I was very inspired by
young leaders and entrepreneurs like Mark Zuckerberg of Facebook and Mark P, Zynga and felt
I could build something and solve problems in India.
These start-ups have been helped by the fact that Indias first generation of e-commerce and
mobile entrepreneurs has donned a new hat as angel investors and mentors for the new crop
of entrepreneurs. The MD at VC fund Matrix Partners India says, Who better to know the high
potential and market opportunities than existing entrepreneurs? This is great for the ecosystem.
It also highlights the fact that this new breed of young entrepreneurs is truly putting its money
where its mouth is. I find this very exciting for the future of value creation in the Indian market.
Chart 6
Source:
Young Adults in Focus 2000-2020
Middle Youth
The proportion of Middle Youth in the total population has been increasing steadily since the
turn of the century. From 19.4% in 2000, the share of Middle Youth increased to 21.1% in 2014
and is expected to increase to 22% by 2020. The growth in this segment has outpaced overall
population growth. From 261 million in 2013, the number of Middle Youth increased to 266
million in 2014 a rise of 2.1% in comparison to overall growth of 1.4%.
Having entered the labour market in their 20s, this is the age group where the transformation
to making big-ticket purchasing decisions such as buying a house or a car takes place.
According to a 2012 article in the Economic Times, the entry age of a four-wheeler buyer has
reduced from 45 to 30, as low unemployment rates in this age segment and rising disposable
incomes have made such purchases much more affordable for consumers. Additionally, well-
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travelled men and women in their 30s, with global exposure and education, are looking for the
good life and are willing to spend on luxury products.
Consumers in this segment are quite comfortable with making online purchases as well.
According to a 2013 comScore report, although about 75% of online shoppers are under the
age of 35, individuals aged between 35 and 44 shop the most.
The number of women having kids in their 30s has declined, with the bulk of pregnancies
occurring in a womans 20s. As a result, Middle Youth is a stage where couples are looking after
their school-going children. One of the biggest problems that parents face is getting their child
into a good school. According to a 2013 survey conducted by ASSOCHAM, parents have to pay
a donation fee of between INR300,000 and INR800,000 to get their child enrolled. One parent
says, I was dead against paying a donation, but as a parent one has many considerations. We
did a lot of research and found very few schools meeting our requirements. Such schools
invariably came with a huge price tag as they know they are in demand. Another adds that
schools insist that parents pay cash: I remember having a hard time withdrawing so much cash.
My husband and I had to do it using multiple accounts, over a couple of days.
Luxury car ownership increases
According to a representative of Audi India, The average age of an Indian luxury car buyer
has come down to 35-40 years from the earlier average of 50 years. An increasing number of
young entrepreneurs and professionals from various fields are buying luxury cars and this
affluent segment has been boosting sales volumes. With the consumer profile reshaping and
expanding, the luxury car market in the country is also getting redefined.
According to a survey conducted by major car companies, consumers with a budget of INR1.5
million to INR3 million are looking to buy an entry-level luxury sedan rather than a premium
passenger car model. The Audi representative explains the reason behind the fall in average
consumer age: Most of these individuals hail from premium business schools as well as from
foreign universities and are well travelled. Their love for luxury and high aspirations is a factor
for them to own a luxury car. They want to make a style statement at a relatively affordable
price. It is also an affirmation and celebration of their achievements so early in life.
Keenest use of online services
The CEO of Indian mobile manufacturer Micromax considers the middle-aged urban crowd in
India quite tech-savvy. This is reflected in the comScore India e-commerce 2013 report as well.
Although this segment (35-44 years) accounts for only 16.2% of online shoppers in India, it is
the demographic with the highest usage.
Even consumers who are not tech-savvy use Internet cafes as facilitators for online bill
payments and shopping. A cafe owner says, The middle aged and aged, especially socially and
economically backward families, are approaching us with the request to help them to e-file their
application forms. E-krishi and e-commerce are also attracting many middle aged persons to our
cafes, which have changed their face as facilitation centres.
Chart 7
Middle Youth in Focus 2000-2020
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Source:
Mid-lifers
The Mid-lifers segment is growing faster than the overall population. The number of Indians in
this age group increased from 174.3 million in 2013 to 178.4 million in 2014, a growth of 2.3%.
This trend is expected to continue to 2020, when it is predicted that this segment will consist of
204.5 million people. As a result the proportion of Mid-lifers in the total population is expected to
increase to 15% by 2020 in comparison with 14% in 2014.
Consumers in this age group are significantly different from younger consumer segments.
According to an article in The Economic Times, they work longer than the average Indian and
have considerably higher purchasing power. However, with the focus on Young India, this
consumer group tends to get ignored. According to the director of Max Life Insurance, World
over, Baby Boomers are darlings and doyens of medical and healthcare services, pension and
annuity plans. They are also heavy consumers of travel, tourism and vacation services.
Unfortunately, the opportunity has not been tapped in to aggressively here. She adds that Midlifers are more concerned about quality and reputation and less about the image or emotional
component of brands.
A majority of consumers in this segment could be categorised as spenders. Mid-lifers have
the responsibility of paying for their childrens higher education and then their wedding. Once
this is taken care of, they tend to splurge on themselves for example on international holidays
and new cars. According to one Bangalore-based consultant, Far from slowing down, the 40s
are living lifestyles normally associated with consumers in the 20s and 30s. Plus, they have the
financial means to splurge on what they probably missed out when they were in a career
building mode. The CEO of Marico adds, The 40+ age group has made a shift from a scarcity
mind-set to an abundant mind-set.
Growing number of adventurous travellers over 50
According to an article in the Economic Times, adventurous travellers over the age of 50 have
emerged as the fastest growing and most affluent group. Consumers in this segment seek new
experiences, and demand services that meet their needs without labelling them as old.
According to a survey conducted by travel site yatra.com, middle-aged consumers in India are
game for authentic travel experiences. The survey found that people in their 40s find local food
and experiences much more appealing than the younger generation, which is considered to be
the experimental one. Around 60% of respondents in the 51-60 age group said that they would
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prefer to go sightseeing, while only 18% voted for relaxation. This age group also rated trekking
over sampling local charms and shopping.
Health-conscious MAMIL trend reaches India
Affluent middle-aged men in their 40s are embracing the MAMIL (Middle Aged Men in Lycra)
trend. A large chunk of the premium bicycle demand is dominated by this age group. The CEO
of Sprint Sports Pvt. Ltd, says, Based on empirical evidence, I'd say MAMILS comprise 65%70% of the premium bike market.
Biking is the new golf. Just as there are golf widows, there are cycling widows too, quips one
cyclist. MAMILs spend hours searching for fancy cycling accessories and can spend anything
between INR25,000 and INR1 million on their bikes.
The MD of Firefox Bikes says that this is a demographic segment with high disposable
incomes and growing fitness concerns: As a kid, everyone is a cyclist, but as they reach
college, most gradually give up cycling and switch to other modes of transport like cars and
motorbikes. Fitness concerns too are not that severe in the 20s. But they become important
during one's 30s and 40s, which is when a lot of people return to cycling.
Chart 8
Source:
Mid-Lifers in Focus 2000-2020
Late-lifers
Even though India currently has a predominantly young population, a 2014 Financial Times
report states that the country is sitting on an elderly demographic time bomb. This is reflected in
the statistics. The number of Late-lifers increased from 102.1 million in 2013 to 106.5 million in
2014, a strong growth of 4.2%. The proportion of Late-lifers stood at 8.4% in 2014 and is
expected to increase to 9.8% by 2020. Interestingly, it is the three older age segments (Middleyouth, Mid-lifers and Late-lifers) that are going to see an increase in shares, while the proportion
of all the younger age groups (below age 30) will decline over the next few years.
According to one author, India's elderly are splurging after having saved all their lives. Things
turned out well for them and they now have their savings to spend. A retirement home
consultant says, The 65-year-olds of today are very different from what 65-year-olds were 15
years ago. They know what a good life is. A 2015 Forbes article notes of this segment, Theres
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a new generation of age 60 plus Indians on the block. Theyre independent, financially stable,
have travelled the world, and now theyre looking for somewhere to retire comfortably.
At the other end of the spectrum, lack of social security and pension coverage means that
many Late-lifers are forced to continue working to make ends meet. According to a 2014 Times
of India report, over 30 million people over the age of 60 were working full time, while a further
10 million were marginal workers. Many people over the age of 80 work as well. Close to 2.5
million octogenarians worked either full-time or part-time to eke out a living.
Traditionally, Late-lifers in India would either stay in their own homes or live with their children.
The idea of living in a retirement home would evoke horror among Indias elderly as it was
perceived as abandonment. Children would also feel guilty for not being able to take care of
their parents. However, old-age homes are now gaining acceptance among families. These
homes are increasingly being looked at as a practical solution to a difficult problem. One new
resident of a retirement village says, I wanted to live my retirement phase on my own terms and
I have no qualms about it. My wife and I love to read and write, we enjoy nature and love to mix
with like-minded people. If we were staying with the children, our lives would be governed by
their will. This is not on.
Health-wise, it is not a very rosy picture. Even though life expectancy has increased, the
number of years that Indians stay healthy has decreased. According to an article in The Times
of India in 2012, 25% of Indias elderly population are depressed, 33% suffer from hypertension
and arthritis, while the prevalence of other diseases such as diabetes is extremely high as well.
Late-lifers drive a new wave of business
According to a 2014 article published on cnbc.com, Late-lifers in India are beginning to
demand products and services that cater specifically to their needs. From match-making
bureaus for the elderly to tailor-made travel packages, late-lifers are seeking new life
experiences after retirement. According to a 2015 article in the Times of India, senior citizens
have become a much smarter lot who are thoroughly enjoying the twilight years thanks to a
rapidly changing social milieu and conveniences that technology offers.
Greater financial stability has given Late-lifers more confidence to pursue different activities
like travelling. One retiree says, Ageing should not be the reason to give up your
independence. Both my wife and I keep fit and are not bothered about who will care for us in our
advanced old age. Today if you have the money and organising capacities, it can all be
arranged.
Luxury retirement homes welcome Late-lifers
As more affluent Indians enter the Late-lifers age group, the demand for luxurious retirement
homes has grown. These homes have facilities like clubhouses, gyms and walking tracks. The
businessman who runs the Sri Ramanashraya retirement homes near Hosur, says, The
concept works around a type of assisted care living, wherein all key facilities like medical,
nursing, security and help with paying bills, etc, are aided by the retirement homes. He adds,
Its all about being independent and spending your retired life among other retired folks by
engaging in activities that one could not indulge in during the hectic working years.
A retired banker explains why he is looking to move into a luxury retirement home: Its not an
old-age home where people are left out of desperation. Here we ourselves come out of sheer
willingness to live in a healthy environment, where organic food is served and meditation and
yoga is practised. He adds that there is no stigma attached to this concept, unlike old-age
homes. My daughter is in fact helping me find such a home.
Chart 9
Late-Lifers in Focus 2000-2020
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Source:
Note:

Old-Age Dependency Ratio:
% of persons older than 65 per persons aged 15-64
HOUSING AND HOUSEHOLDS

Home Ownership
According to a property blogger and the chairman of JLL India, Indians still consider owning a
home of their own as the ultimate investment and goal in life... for both traditional and practical
reasons, the desire and need to own a home is hard-wired into the Indian psyche. This is
reflected in the statistics: a substantial 91.6% of households in 2014 lived in a house that they
owned. Furthermore, 93% of these homes were mortgage-free.
The division of people living in houses and apartments has remained fairly constant since
2005, with 75% living in houses and 10% living in apartments. Although India has seen rapid
urbanisation in the past decade, 70% of the population still live in rural areas with lower
population density and more open spaces. As a result, a large proportion of consumers in India
still live in independent homes.
According to a 2014 report in the Indian Express, the real estate industry in India was under
pressure due to low absorption levels, high interest rates and prices. In addition to this, the
major cities face a grave supply-demand mismatch. Urban India has a housing shortage, while a
large stock of houses remains vacant because high property prices make buying a home
unaffordable for many. To counter this, cities including Mumbai are planning to introduce the
concept of a variable FSI (Floor Space Index), which would make the city skyline taller and
denser. This is being done to resolve the demand-supply mismatch for affordable housing in
cities.
But with the election of a stable central government, The winds of change are now blowing
more perceptibly, says the JLL chairman. Inflation, including the house price component, has
now been reduced to the lowest level in recallable history. Property buyers are back in force in
most cities as inquiries have rebounded, and developers are finally reading the writing on the
wall more accurately and coming in with the kind of supply that is relevant to demand. Stable
property prices, lower borrowing rates and good deals being offered by developers to clear their
inventory are encouraging signs for time-biding buyers to proceed.
First-time home buyers are shifting towards buying property that is ready to move into rather
than a home under construction. This is a big change from previous generations and has mainly
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come about due to construction and possession delays faced by a large number of buyers.
Another emerging trend among first-time buyers in urban cities is the preference for a flat or an
apartment. Many consumers feel that apartments offer security and community living benefits,
which would not be the case with a stand-alone home.
It was quite common for stand-alone homes in urban India to have a small garden along with
a balcony and a terrace. However, with increasing urbanisation and a lack of space in the big
cities, this trend had begun to die out. An interest in gardening has seen this trend come back in
the form of terrace gardening. Consumers are willing to invest time and money into making their
balconies and terraces greener. One high school teacher and garden enthusiast spends an hour
a day in her terrace garden to keep her childhood hobby alive. Terrace gardening is economical
and eco-friendly, she adds.
Home loans become more transparent
The last few years have seen significant public anger over black market money and
corruption. This is reflected in increasing transparency in property transactions, in line with the
growth in Indias home loan demand, which doubled from US$24 billion in 2010 to US$48 billion
in 2014. Previously, property transactions in India were usually funded through savings or black
market money. However, the modern Indian homebuyer does not mind taking out a home loan.
According to an article in online magazine Siliconeer.com, over 80% of property transactions in
IT-dominated cities such as Bangalore and Pune have no black market money element.
Chart 10
Source:
Home Ownership 2000-2020
Euromonitor International from national statistics
Household Profiles
The concept of joint families, especially in North Indian states, and lower awareness of
population control measures in villages mean that currently almost half of the households in
India have more than five members. However, with the growth in the number of nuclear families
in cities, this trend is moving towards three- and four-member households, as more parents
decide to have only one or two children. According to the 2011 Census figures, the median
household size in cities dropped below four for the first time in recorded history, while in rural
areas it was between four and five, but closer to four than it has ever been. According to one
demographer and fertility expert, this trend is not surprising: As the demographic transition
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progresses and fertility declines, household sizes will decline. In addition, we are seeing a rise in
the number of nuclear families compared with multi-generational families
The number of urban households increased from 62.4 million in 2005 to 87.5 million in 2014.
As a result, the proportion of urban households increased from 29.3% to 33.2% and is estimated
to rise to 36.2% by 2020, as more people move to cities. India has one of the lowest
percentages of people living alone globally, at less than 4%. This is something that is looked
down upon in Indian society. According to one author, Living solo has usually been regarded as
something profoundly abnormal, especially in a culture where a parent's job is not done until the
children are settled, ergo married.
Pet care in India is nascent, with the country having one of the lowest rates of pet ownership
globally. But this is changing: increasing affluence and urbanisation have made India one of the
fastest growing markets for pet ownership. Urban consumers are now willing to splurge on their
animals. Pet care is becoming more sophisticated, with owners looking after their pets
healthcare, grooming and leisure needs, in addition to just buying pet food. One pet store owner
says, Pet owners are asking for new varieties of food, grooming products, toys and
accessories. In clothing, they ask for stylish jackets, neck bandanas, creative collars and
designer sweats.
With a share of 85%, dogs are by far the most popular choice as pets in India. According to a
blog post on animalswecare.com, popular breeds in India include Indian Pariah, Labrador
Retriever and Golden Retriever. Apart from dogs, people also keep cats, parrots, fish and
rabbits as pets.
Chart 11
Source:
Household Profiles 2000-2020
Euromonitor International from national statistics
Running Costs
Political pressures and subsidies have meant that energy costs in India have not been passed
on to consumers and therefore have largely remained constant in the past few years. Per
household spending on water and other domestic services increased marginally from INR1,922
in 2013 to INR1,924 in 2014, while household expenditure on electricity, gas and other fuels
increased from INR10,275 to INR10,424 during the same period.
According to a survey published in the Economic Times in 2014, consumer attitudes towards
green energy sources are changing for the better. Almost half of the respondents to the survey
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said that they believed it was very important for India to develop and generate more solar
energy, which appears to be the favoured renewable energy source among Indians. Frustration
with frequent power cuts, government subsidies and the fact that solar power is cheaper than
alternatives like coal in some parts of India have made it a popular option among consumers. In
another survey published on eco-business.com, over 90% of respondents said that they would
prefer to buy energy-efficient electronics and appliances even if it were more expensive. At the
same time, government initiatives and energy conservation drives have led to an increase in the
usage of LED bulbs. The Power Ministry is selling these bulbs for INR10 substantially reduced
from the market rate of INR400 to encourage users in rural India.
Recycling is not only a habit but part of daily life. It is quite common for households to collect
their magazines, newspapers, old furniture and gadgets and give them to the neighbourhood
raddiwala or kabariwala, who re-use them for various purposes.
DIY is not a major part of Indian culture. Access to cheap labour allows the majority of Indians
are able to keep their homes in good shape. Many urban households hire domestic help to
clean their homes on a daily basis. Additionally, it is quite common to outsource heavy repair
and maintenance work to low-cost contractors. Increasing urbanisation and disposable income
have made consumers willing to spend on their homes. The managing director of Asian Paints
says, Theres been a massive transformation in the Indian consumer. Earlier, people used to
paint when the walls were peeling. Now its about decor.
Home solar demand growing at 60% annually
In 2014, the newly elected government announced plans to make India the largest solar
power producer by 2022. This solar power revolution is not going to be restricted to large-scale
power projects, but would also include consumer-level off-grid solutions like solar lanterns and
community-level power plants.
With about 100,000 villages in India lacking access to electricity, solar power has become a
popular off-the-grid alternative for consumers in these places. Solar power is also proving to be
cheaper and more reliable than alternates such as coal and diesel, making it even more popular
with consumers.
Dharnai village in Bihar became energy-independent in 2014 with the launch of a solarpowered micro grid. One resident says, We had tried everything in the book to get electricity for
the last 30 years. But we havent seen a single speck of hope. While India was growing leaps
and bounds, we were stuck here with kerosene lamps and expensive diesel generators. But
now I can proudly say that Dharnai is a leader in innovation. We have established our identity as
an energy-self-sufficient village and can compete with the country in its race to growth.
Chart 12
Household Running Costs 2000-2020
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Source:
Note:

In constant 2014 prices
MONEY AND SAVINGS

Attitudes Toward Payment Methods
India is primarily a cash-based society, with such transactions amounting to INR40.4 trillion in
2014. However this was approximately 7% less than the cash transactions in 2013, as Indian
consumers become increasingly at ease with modern payment methods.
Card-based transactions using debit, credit and pre-paid cards have gained greater
acceptance among consumers due to the increased penetration of ATMs, point-of-sale
machines and the marketing efforts of banks and telecom operators. This can be gauged from
the phenomenal growth in the number of financial cards in circulation: the number of ATM cards
increased from 335.7 million in 2012 to 460.8 million in 2014. Consumers mainly use ATMs to
withdraw cash and check their bank balance.
Consumers use debit cards for routine expenses like utility payments, while for discretionary
purchases credit cards are preferred. Cash is typically used for purchases under INR500, debit
cards for cash withdrawal and payments under INR1500 and credit cards for big-ticket items.
According to a 2015 article in the Economic Times (ET), credit card usage is increasing due to
the boom in e-commerce. According to a manager at a private sector bank, Customers are
increasingly buying tickets online, booking hotels and vacations, which has increased credit card
spends. Banks have tied up with many electronic chains and mobile companies, giving EMI
(equated monthly instalment) options to customers on purchase of phones and other electronic
items on credit cards. The EMI option has also helped increased spends.
The president of consumer banking at Axis Bank, says, After couple of years of dip in credit
card spends post the 2008 global crisis, credit card spends have been showing consistent
growth since 2013. Another article in the ET from 2013 states, About 30% of the credit card
spend is being revolved today and a large chunk of it is in the EMI schemes that banks have
launched with companies. NPAs too have fallen from a peak of 25% to under 5%.
Increasing awareness of online banking, combined with the growth in Internet and low-cost
smartphone penetration, has caused a tremendous growth in electronic transactions, especially
in urban areas. At the same time, cheques and other paper-based transactions are still quite
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common in India. However with the growth in online banking, the value of these transactions
has been falling since 2012.
Alternate payment methods such as PayPal are popular among freelancers in India, but their
widespread use is hampered by strict government and banking regulations. One freelancer
commented, You cant send PayPal payment from one Indian PayPal user to another one, you
cant use PayPal money for buying stuff, and there are lot more restrictions like adding your Pan
Card and others.
The Reserve Bank of India launched an integrated bill payment system in 2014, which would
enable all consumers to pay their bills at the same window. Under the Bharat Bill Payment
System (BBPS), people can pay all their bills online or at a single location. This system is
expected to make bill payments easier for the large un-banked population, who would usually
have to pay cash in various locations.
Savings
Consumers in India have one of the highest saving rates in the world. From INR31 trillion in
2013, consumer savings reached INR32.6 trillion in 2014 and the sum is predicted to increase to
INR44.5 trillion by 2019. Consumers saved 31.2% of their disposable income in 2014, in
comparison to 28.4% in 2005.
Consumers typically save money for big-ticket investments. According to one corporate
advisor and commentator on economic and political affairs, The savings habit of Indians in a
risk-free investment model is a product of the family system. We need to promote, sustain and
protect this relationship-based model, which is unique to India. Owning a house is considered
one of the biggest priorities for Indians, so it is a priority for savings. Another motivation is that
parents take care of their children until they are financially stable. Parents save money not only
to educate their kids, but also to spend later on big occasions like a wedding. Additionally, a lack
of effective government social security schemes and poor public health services mean that
consumers also have to save for their retirement and healthcare costs.
While the savings ratio has been more or less constant since 2013, a 2014 article in Livemint
states that there has been a shift from saving in financial assets to physical assets such as gold
and real estate. For the 600-700 million consumers with no bank account, gold is an important
saving instrument. Even urban consumers have moved towards gold, as many believe that the
formal financial system, with its low real returns, is stacked against them. Additionally, a host of
problems (including mis-selling) with insurance products have seen consumers move to physical
assets.
According to an article in Youth Incorporate Magazine, young Indians are more focused on
spending than saving. This is partly because pay packages and disposable incomes have
increased substantially over the past decade. The number of households with an annual income
greater than US$5,000 has nearly doubled since 2005. As a result, people can spend more
without having to compromise on their savings.
In the government budget announced in February 2015, the Finance Ministry announced
various tax incentives and a new pension scheme, with the objective of creating a pensioned
society. In order to boost retirement savings, the investible limits and tax deduction limits for
pension products were increased substantially.
Loans and Mortgages

The outstanding consumer credit balance reached INR7.7 trillion in 2014, while mortgage
debt stood at INR10 trillion. Mortgage debt is projected to rise to INR17 trillion by 2019 due to
the steady increase in the number of homeowners with mortgages. Approximately 7% of home
owners had mortgages in 2014, a number expected to rise to 8% by 2020.
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Traditionally, People in India are very debt averse, says the chief executive officer of HDFC.
On average, loans have an initial duration of 13 years, but are usually repaid within five-six
years. A project manager at an IT firm took out a 20-year home loan to buy a two-bedroom
apartment in Mumbai, but plans to repay it within three years. He says, I dont want to have
debt for long, I want to be in control. Interest rates matter too. If I continue my loan for a longer
tenure, my interest payments will be higher than the principal loan amount.
Positive sentiment among consumers regarding the economy and the fact that more young
people are moving to and working in urban areas have boosted consumer demand for real
estate, which in turn has increased demand for home loans in India. However, according to
Mumbai-based brokerage firm Emkay Global Financial Services Ltd, home loan debt levels in
India, though rising rapidly, are still only at about a tenth of the levels seen in the US and
Europe.
As the lending market in India gets more organised, it has become easier for consumers to
borrow from banks instead of having to rely on personal savings or local money lenders. Apart
from mortgages, which account for almost half of the retail loans by the banking sector, demand
for car loans and loans for consumer durables have also increased.
A consequence of the spread of credit facilities is an increase in the number of households in
debt. According to figures released by the National Sample Survey Organisation in December
2014, 22% of households in cities and 31% in villages were in debt. The average debt per family
increased by seven-fold in cities and more than four-fold in rural areas between 2002 and 2012.
Some 82% of the debt in urban areas is incurred to finance housing, education, weddings
amongst others an indicator that the urban housing boom has partly been driven by debt.
Zero-balance savings accounts to boost rural spending
According to a 2015 article in the Hindustan Times, over 115 million bank accounts have been
opened under the Pradhan Mantri Jan Dhan Yojana scheme since the new government was
elected in May 2014. Under the scheme, account holders are eligible for loans after six months
and subsidies from other government schemes that will be directly transferred to their accounts.
These subsidies were earlier primarily cash-based, leading to a lot of leakages due to
corruption, which hampered rural growth. According to research conducted by the State Bank of
India, these new bank accounts are likely to boost rural activity and demand, increasing rural
discretionary spending.
Mobile payments gain popularity among the poor
A payment method that has been popular in some African villages for a few years now is
finally gaining traction among Indias poor. With many breadwinners leaving their families behind
to earn a living in cities, mobile payments are turning out to be a convenient method to send
money to people back home.
A resident of one of Mumbais slums, who lives alone, says, I have to go to a bank and fill out
a form. That takes an hour. The bank is only open when I am supposed to be working, so I lose
an hours pay. Thanks to m-payments, he can now send money instantly to his family a few
thousand miles away in rural Siddharthnagar, near the Nepal border, without having to waste
time at a bank. With almost 75% mobile phone penetration in India, m-payments are expected
to play a big role in the near future.
Chart 13
Borrowing and Saving 2000-2019
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Source:
Note:
Euromonitor from trade sources/national statistics

Outstanding balance in constant 2014 prices
EATING AND DRINKING

Eating Habits
Eating habits in India differ across the various classes. According to a 2014 report in The
Hindu, the top 5% of urban India spent an average of INR26,400 per capita annually on
groceries. A further INR9,600 was spent on eating out, while INR2,472 went on snacks like
chips, chocolates and other processed foods. By contrast, the bottom 5% spent an average of
INR4800 every year on groceries, out of which over 25% went on cereals alone.
Consumption of cereals and bread overall has declined from INR3,479 per capita in 2004 to
INR2,965 in 2014. According to one economist and director of a research firm, this was in line
with expected trends: As countries get richer and as individuals have more money and are in
less strenuous activities, consumption of carbohydrates goes down, and the intake of fruits and
vegetables as well as foods with other micronutrients including milk products and meat rises.
India has traditionally been a largely vegetarian country, with very low meat consumption.
However, this trend is changing. Consumption of meat and fish has risen and is expected to
increase further through to 2020. A hike in income, more foreign holidays and an increasing
willingness to experiment with different global cuisines (such as Japanese, Peruvian and
Mexican) is expected to drive this trend.
As lifestyles get busier, consumers continue to slowly move away from home-cooked food. As
a result, eating out has evolved from being an occasion-driven activity to being an almost
everyday activity. The popularity of fast foods among Indian consumers continued to rise in
2015, with a number of international food chains either expanding or entering the Indian market.
The Indianisation of menus has proved to be a hit among Indian consumers. For example,
McDonalds introduced a Masala Grill burger in 2013, while Starbucks introduced localised
Indian food such as murgh kathi wrap (chicken wrapped in Indian flatbread), and tandoori
paneer roll (a cheese wrap grilled in an Indian style) in 2014.
Traditional street food gets makeover
In a market where consumers are heavily influenced by modern and international tastes and
retail shelves are stocked with modern packaged food such as pasta and spreads, the market
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for traditional Indian food items continues to remain strong, under new brands. Retailers are
increasingly stocking branded versions of popular Indian street food items such as Gol Gappa,
Bhel and Aam Panna. As the CEO of value retail at Reliance Retail says, Tradition and
rootedness is also a vector of modernity and upgrade for the consumer, as she becomes more
confident in making her choices. So we now see packaged aam panna and golgappa pani being
stocked with bhel as well as pasta. We believe modern retail has to be a celebration platform
that gives consumer the choice she wants to exercise. Just because you like niche products like
Meswak toothpaste or palak soup, you don't have to be underserved with narrow availability
compulsions of traditional trade.
Additionally, as health awareness among Indian consumers grows, there is a greater demand
for sanitary versions of Indian street food. As the CEO of Food Bazaar, Future Group, says, As
consumers become affluent, hygiene, health and convenience start taking centre-stage, which
explains this rise. However, currently, by and large, it's a trade-off consumers make for better
quality of product that's convenient and hygienic in exchange for the form of the product which is
the experience which one gets at a panipuri-wala/dabbawala (street vendor).
Niche products becoming mainstream
From having limited options less than 10 years ago, the average urban Indian consumer
today is spoilt for choice. Growth in large-format stores has meant that international products
such as Tang, Ferrero Rocher and Pringles, which were once only available in a few kirana
(neighbourhood) stores or via friends and family travelling abroad, are now on shelves
everywhere and cater to the growing consumer preference for speciality food products. A
representative of retailer HyperCity explains that the price of such niche products is no longer an
issue with the urban Indian consumer the issue is with product availability. Earlier, although
customers knew the products they preferred, the same brand wouldnt always be on the shelves
each time they visited a supermarket. Product availability was an issue because of poor supply
chains and distribution channels. But international players in the niche food segment have
invested in these and availability is way better than some years ago.
Consumers going Glocal
More travelling and international exposure along with a greater appetite to try out new foods
has led to a trend of fusion cuisine. According to various Indian online blogs, this was one of the
biggest food trends of 2014. Consumers are beginning to use international ingredients in Indian
dishes and Indian spices/ingredients in international favourites. While there is a consumer
segment that still prefers traditional food, there is also a newer, adventurous diner segment that
is willing to experiment in order to find newer and finer flavours.
Customisation is the buzzword
According to an article in DNA India, customisation was one of the big trends of 2014. Young
professionals wanted something special that was not even available in high-end stores. To
satisfy this demand, bloggers and small caterers made 50-100 bottles of gourmet products such
as spicy sauces and butter amongst others. This trend gained ground in 2014 and is expected
to remain significant.
Chart 14
Food Expenditure Profile 2000-2020
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Source:
Note:
Euromonitor International from national statistics/Eurostat/UN/OECD

In Constant 2014 prices
Drinking Habits
Overall spending on alcohol has increased substantially since the turn of the century. From
INR391 in 2000, per capita expenditure on alcohol increased to INR615 in 2014, and is further
expected to increase to INR691 by 2020. The main reasons behind this were a large young
population with increasing disposable incomes and increasing social acceptance of alcohol.
It is common to drink both at home as well as in bars. Drinking establishments do have official
opening and closing hours, but the timing varies across the different states. Distribution of
alcohol is highly regulated in most parts of India and is controlled by the state government. For
drinking at home, consumers usually buy alcohol from wine shops, which are licensed outlets
owned by the government. In states such as Karnataka and Andhra Pradesh, the rules have
been relaxed somewhat and liquor is now sold in supermarkets and hypermarkets as well.
According to a 2014 article in The Hindu, there are differences in the drinking patterns of
urban and rural consumers. An average rural consumer drinks 11.4 litres of alcohol a year, while
an urban consumer drinks less than half of that an average of 5 litres a year. A majority of
urban Indians prefer beer and spirits, while consumption of wine continues to be a niche
category mainly due to its high price and a lack of knowledge among the majority of people.
Cheap, locally brewed alcoholic drinks such as toddy and country liquor are most popular
among consumers in rural India. As people get richer, country liquor consumption decreases,
while consumption of beer and refined liquor increases.
Per capita expenditure on the consumption of mineral water, juices and soft drinks has more
than doubled over the past decade, from INR369 in 2005 to INR736 in 2014 and is forecast to
go past INR1,000 by 2020. However, carbonated and sports/energy drinks have lost some
popularity among consumers due to growing health concerns. Rising health awareness and
poor access to clean water have also led to an increase in the popularity of bottled water.
Consumers not only buy bottled water while travelling or eating out at a restaurant, but also for
consumption at home.
Radical change in the drinking culture
According to an article in the Economic Times in 2014, Indian bar culture is changing
radically. Authorities in cities such as Delhi, Bangalore and Gurgaon extended the closure
timings of bars and restaurants in their areas. Consumers in these cities believe that pub culture
is set to return to its glory days. As one IT worker in Gurgaon puts it, My friends always
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complained of the early deadline. We used to get free from the office at around 22.30hrs and by
the time we managed to reach our favourite pub on MG road it had already started winding up.
Another trend of 2013 and 2014 is that drinking out is no longer restricted to just the weekend
or social occasions; it has become quite common for people to drink in pubs during the week as
well. Additionally, as more women enter the workforce and begin to make independent choices
and drink outside their home, a women-only pubbing segment is emerging. A business
development professional in Delhi says that she visits a pub twice a week in women-only
groups. She adds, There is always attention but things are safer now. It's a far cry from an
evening, almost a decade ago, when I was scooted out by a government vendor after buying a
bottle of wine, intimidated.
Detox juice cleanses become the rage
According to a 2014 article in India Today, detox juice cleanses have become the rage. While
juicing has been popular in the West for a few years now, the fad finally caught on in India in
2014. There has been a considerable amount of media coverage of this. Another article from
February 2015 in The Times of India states that juice parties have become very popular. Instead
of serving alcohol, health conscious hosts serve fresh healthy juice and have a juice bar at their
parties.
Prohibition imposed in Kerala Indias hardest drinking state
In 2014, the Keralan government announced a proposal to make the state alcohol free in 10
years. Kerala has the highest per-capita liquor consumption in the country, and consequently a
high level of alcohol abuse. According to figures released by the Alcohol and Drug Information
Centre of India, 80% of divorce and domestic violence cases, 69% of crimes and 40% of road
accidents in Kerala are linked to alcohol and drug abuse.
Some welcome the decision. I see children even younger than 12 getting addicted, says a
resident of Trivandrum. Some type of control is needed and I personally believe prohibition will
help. Others say that the ban will lead to a loss of jobs, revenue and tourism. According to tour
operators, many consumers and companies from other parts of the country have cancelled their
holidays and conferences in the state since the ban took effect.
Chart 15
Source:
Drinks Expenditure Profile 2000-2020
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Note:
GROOMING AND FASHION

Female Grooming and Fashion Trends
Increased exposure and marketing campaigns have resulted in increasing social imageconsciousness. This, in combination with rising annual disposable incomes, has allowed many
Indian women to spend more on beauty and personal care products. Per capita spending on
personal care products has increased over the past decade for oral care, cosmetics, fragrances
and hair care products.
Additionally, many Indian consumers have become extremely careful with regards to the
beauty and personal care brands they use, whether in hair care, skin care or cosmetics. As a
result, many consumers have switched from mass brands to better quality products. There is an
emerging concept of BB (blemish or beauty balm) creams and natural ingredients. An increasing
number of young women are making the switch to natural, handmade cosmetics. These
consumers are unwilling to compromise their health under any circumstances. One owner of a
natural beauty product company says, The market for natural cosmetics in India is increasing. It
is the direct result of the changing socio-economic status of the Indian woman. Today's
consumer is more aware about the goodness of natural products vis-a-vis others. In relation to
this, in a move welcomed by many consumers and opposed by cosmetic manufacturers, the
Indian government passed an order in September 2014 asking companies to include a
red/brown or green dot indicating whether the product contains ingredients that are of animal or
natural origin.
It is the younger, working demographic with rising salaries that is driving the female grooming
segment in India. As one consultant says, In the developed world, typically 55-plus women are
drivers of the cosmetic industry. In India, the trend is just reversed. Some 50% of India is less
than 30 years [old], and for the next decade this proportion will increase towards the young.
The business director at IMRB adds, The increase in income has led to an increase in
consumerism among women. If you look at the steady growth in personal grooming products,
the trend will be very clear.
There has been greater awareness among female consumers, especially in urban areas,
about the benefits of using sun protection. The key demand for consumers is multi-functionality:
sun care that can act as a skin lightening cream as well as a moisturiser.
It is quite common for women to go to hair salons and beauty parlours for hair styling and
grooming. But an increasing number have started to use depilatories instead of waxing in
salons. An increase in awareness and availability of such products, along with greater socialimage consciousness, has made many women perceive depilatories as a necessity.
According to an article on naree.com, Traditional beauty in India meant fair skinned and light
eyed, with a curvy body and long hair. However, the last few years have seen a shift towards
appreciating beauty in Indian women that is not based on skin colour alone. Leading Bollywood
actresses and models have turned down lucrative ad offers for fairness creams, sending out a
strong message to the public. One fashion designer says, The association (of beauty) with fair
skin is very deep-rooted but having said that, there is no doubt that there is a change. Fashion
and commercial campaigns use darker models. Even in beauty contests, girls come from a
variety of ethnic backgrounds, they are not just North Indians.
Skirts and crop tops were among the biggest fashion trends of 2014 and are expected to
remain in vogue in 2015 as well. Skirts will make a big trend in 2015. The ones with long slits,
wrap skirts and pretty much all kinds of skirts are going to be hot in 2015. Crop tops will also
make it for big trend this year, and they work both for relaxed casual looks and for cocktail
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wear... Florals are also making their way in 2015 like never before. From large and loud to
minute, it's all about going floral this year, according to one designer.
Halal cosmetics make debut
Until recently, India, home to the worlds second largest Muslim population, had no major
halal cosmetic brand. As a result, Muslim women in India have traditionally struggled to find
products that suit their faith. Women avoided using cosmetics as these products contain alcohol
and animal ingredients, which are forbidden in Islam. The entrepreneur behind newly launched
halal brand Ecotrail says, The absence of any option either prevented them from using certain
products or led them to use existing products but with a compromise.
But this is beginning to change. 2014 saw the launch of brands such as Ecotrail. The halal
cosmetics range includes products such as face creams, body lotions, hair oil, shampoo,
conditioners, lipsticks, kajal, soap and perfumes.
Male Grooming and Fashion Trends

Male grooming in India has gone beyond just shaving. Young men have become more
conscious about their looks and are investing more of their time and money in beauty and
personal care products such as facial cleansers and whitening creams. Changing
demographics and lifestyles, deeper consumer pockets, rising media exposure, greater product
choice, growth in retail segment and wider availability are the reasons for sharp demand for
cosmetics among Indian men, especially the youth, says the ASSOCHAM secretary general.
According to the product development director at Origo, Men are finally coming out of the
closet when it comes to having a daily grooming regime. They are no longer shy of using
creams, lotions, face scrubs, shower gels and similar meant for male skin. Grooming is no
longer a quick shave, slapping on some aftershave and heading out of the door in India it is
growing into something more. This is also reflected in the growth in spending on mens
grooming products. Per capita mens grooming sales have almost doubled over the past
decade, from INR22.7 in 2005 to INR40.9 in 2014.
Increasing exposure among consumers to Western lifestyles and standards of hygiene has
led to an increase in the demand for products such as body shavers, hair dryers and beard
trimmers. Shaving is no longer restricted to facial hair, as complete body hair removal has
become quite common among the younger generation. Popular Bollywood superstars such as
Salman Khan and Hrithik Roshan have also had a big influence in furthering this trend.
Laser hair removal has become a huge craze among men. According to one cosmetic
surgeon, Earlier, such procedures were preferred only by sportsmen and celebrities. But today,
more and more regular guys opt for it. Though it started off with the need for a fuzz-free back
and chest, now, even full-body hair removal is in demand. Some men do it before their wedding
and some do it because they want to portray a certain image. There are also those who get it
done because their job demands it.
There is an emerging trend of men-specific hair care products, especially shampoos. More
men today like to go for hair colour to not only hide grays but also for a style change. The need
to look younger is driving many to this, says a national technical expert at Schwarzkopf
Professional.
There is also a strong emerging trend of young men opting for hair transplants. Until a few
years back, such procedures were usually restricted to middle-aged men. However, with the
increase in affluence among young adults, consumers in this segment are willing to invest in
their looks. One employee at a hair clinic says a change in overall personality is brought about
by a change in hairline. By the age of 25-27, there is a change in professional as well as
personal concerns. Those who wish to get married and want to make a good impression do not
want to lose out just because of a receding hairline.
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Rising concerns over aging have persuaded men to start using skin care products. The
founder of Iraya, an auyrvedics personal care and beauty brand, says, Men above 45 are
realising that they need to work until quite late in life and maintaining a professional appearance
will be an advantage. Todays men no longer want just clean skin they want it to be fair, bright
and spotless!
'The Facebook Facelift': Cosmetic surgery on the rise
Consumers in India, especially college and school students, are increasingly going under the
knife in order to look better on social media sites. According to the chief cosmetic surgeon at
Indraprastha Apollo Hospital, People want to look attractive on social sites. This trend is gaining
popularity. Many girls and boys are coming forward for the Facebook Facelift a term coined in
west to acquire aesthetically pleasing looks.
This trend is equally prevalent among men and women in India, as social media and online
dating become more popular. Looking good online is increasingly being considered the best way
to make a good first impression.
One first-year student at Delhi University says, I hated my nose. So I decided to undergo
rhinoplasty. I also went for chemical peeling to remove pigmentation and get a glowing spotless
skin. I have got so many compliments from my friends on Facebook and it feels good. One
receptionist at a private firm adds, I didnt like the way I looked in online photos. Before the
advent of Facebook and similar websites, I hadnt noticed my weak chin. After spending so
much time on social media pages, I decided to have a surgeon reshape my chin. I feel happy
when I see my photographs now. The compliments are flowing. It makes me feel good.
Chart 16
Source:
Grooming and Fashion Expenditure 2000-2020
HEALTH AND WELLNESS

Attitudes To Health and Well-being
India spent just 4.3% of its GDP on healthcare in 2014, which is one of the lowest rates in the
world. According to an article in The Guardian, Indias healthcare system (public and private) is
largely unregulated. Approximately 70% of the population live in areas that have limited access
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to hospitals. As a result of this, a large percentage of the rural population depends on alternative
medicines (such as Ayurvedaherbal medicine) and government programmes in rural health
clinics. Consumers in India do not usually buy OTC medicines to keep at home, as awareness
of such products is quite low. People continue to prefer home remedies for small ailments and
consult doctors for more serious issues.
A majority of consumers are not satisfied with the public health system, mainly due to its poor
infrastructure and lack of doctors and nurses. Private hospitals on the other hand are generally
well-equipped and of high quality, and are popular among those who can afford them. Private
hospitals also attract medical tourists from around the world, due to the high level of service
provided.
With an increase in government spending on healthcare (4% of GDP in 2012 versus 4.3% of
GDP in 2014), the proportion of public health expenditure increased from 33.1% in 2012 to 36%
in 2014. This means that the health system is still largely dependent on private healthcare, with
India having one of the highest out-of-pocket health expenditure rates (about 70%) in the world.
The new government that was elected in 2014 is discussing a plan to offer universal healthcare
along the lines of the Affordable Care Act in the US, under the new National Health Policy Act
(2015).
Obesity rates have been increasing steadily over the past decade, but it is not yet a major
health issue in India. The obesity rate for adults (aged over 15) has gone from 1.6% in 2005 to
2.8% in 2014. The past few years have seen a growth in health consciousness and consumer
interest in health and wellness products, which can clearly be seen in the greater popularity of
exercising, gyms and weight control. A 2014 report in the Financial Times labelled the current
generation as the Gym Generation. According to an estimate from the Federation of Indian
Chambers of Commerce and Industry (FICCI), the Indian fitness and slimming industry is
expected to grow from INR60 billion in 2012 to nearly INR100 billion in 2015.
The prevalence of smoking among adults is quite low in India, and has been declining since
2000. From 12.8% in 2000, it fell to 11.6% in 2014, on the back of strong anti-smoking
government campaigns, including a ban on smoking in public in 2008. According to a 2014
article in The Times of India, the number of female smokers has doubled in the past three
decades from 5.3 million to 12.2 million, while the smoking rate among men has reduced. The
same article states that smoking among the 20-25 age group has considerably reduced due to
growing awareness of health issues.
Pedaling away to better health
Cycling in India is usually associated with children or lower-income individuals. According to a
2014 article in The Times of India, this is beginning to change as more adults in urban India start
to cycle to improve their health. Formal and informal cycling groups with members as diverse as
professors, housewives, doctors, technocrats and businesspeople have sprung up in cities.
A founding member of the Baroda Cyclist Club says, Cycling is the new in thing for health
conscious Barodians. Many now prefer to cycle than use cars. The number of people going for
outings on cycles at weekends is also on the rise. When we started the club in 2012 we had a
few dedicated cyclists but now about 60 members join us regularly for cycling. One 70something avid cyclist adds, People of all age groups and from all walks of life are turning to
cycling and it is good for a healthy lifestyle.
Among the more affluent and fitness-conscious middle-aged consumers, there is a booming
demand for premium bikes, as consumers in this segment begin to take up long distance
cycling. A 40-something senior programme officer with the Bill and Melinda Gates Foundation
points out that this segment shares a common mind-set: They are all outdoor-oriented, care for
fitness and the environment and like discovering new places.
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Health and wellness in rural India

Urban India has been moving towards making healthier food and drink choices for a few years
now. According to an article in The Hindu, a health and wellness trend is now emerging in rural
India as well. There is considerable demand among rural consumers for health products. Rising
affluence in small towns and villages and a greater awareness of health and nutrition are driving
this change. For example, consumers in rural areas are beginning to prefer fruit juices, as
carbonates begin to lose their appeal among health-conscious consumers.
Additionally, gyms and fitness centres have gone beyond big cities and are now expanding
heavily in smaller towns and cities to cater to the growing demand among young consumers.
The youth want to stay fit and flaunt it to their peers, says one entrepreneur who runs eight
gyms in Maharashtra. Consumers in these areas prefer annual memberships that cost between
INR15,000 to INR18,000 to monthly payments. According to the director of Golds Gym in India,
The Indian mind-set is that I want it long-term and I want a good deal.
Chart 17
Source:
Note:
Health of the Nation 2000-2020

SHOPPING HABITS
Main Household Shop
Consumers in India still predominantly buy their main food and non-food household items
from traditional grocery retailers. However, the past two-three years have seen a shift towards
modern grocery retailers, with urban consumers beginning to shop for household products in
hypermarkets and supermarkets, as they find these places clean, hygienic and with a
comfortable air-conditioned environment where they can buy everything they need under one
roof. However, rural consumers still mainly shop in the neighbourhood store for the convenience
and a higher level of familiarity and trust with the shop owner.
As a result, expenditure in supermarkets per household increased from INR442.8 in 2010 to
INR487.3 in 2014 and INR487.3 in 2010 to INR553.1 in hypermarkets in 2014, while per
household expenditure for convenience stores decreased from INR99.0 to INR68.4 in real terms
over the same period.
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Consumers in India are beginning to buy more fresh produce. Growing exposure to
international food trends and cuisines, especially among younger consumers, is driving interest
in such new products. Rising incomes have meant that these products have become more
affordable to a greater number of consumers. Additionally, rising health awareness and greater
education about food safety have spurred demand for premium and imported fresh food
products.
As traditional grocery retailers either deliver to or are located close to consumers homes,
there is no fixed pattern for shopping times in traditional grocery retailers: people can buy or
order groceries any time of the week. For online grocery shopping, Fridays and Saturdays see
an increase in the number of orders, while the first weekend of the month sees the highest
number of orders.
Shopping for Big-ticket Items and Personal Goods

According to a report published on rediff.com, 2014 was the year that changed the way
Indians did their shopping. There was a big push towards e-commerce among Indian
consumers, spurred by companies such as Flipkart, Amazon and Snapdeal. About 40 million
consumers made an online purchase in 2014, a number that is expected to rise to 65 million in
2015. Per household spending on internet retailing increased from INR953 in 2013 to INR1,591
in 2014, a jump of 67%.
According to a 2014 USDA report, Indian consumers are overcoming biases against
purchasing items without prior inspection and the safety of automated and online transactions.
This shifting tendency is brought about by competitive pricing and the convenience of shopping
from the comfort of ones own home. Multiple payment options have also made online shopping
even more convenient. Consumers can pay for their purchases by methods such as online
banking, gift vouchers, credit and debit cards, and cash on delivery. In a country with low
financial card penetration, the cash on delivery method has proved to be a big hit, with about
60% of consumers using this option, according to the Snap Deal CEO. As a result, consumers
have become less sceptical of online transactions as they have the option of paying cash once
they receive the product.
Consumers have moved on from buying just books and a few gadgets online to buying
kitchen items, consumer durables, high-end jewellery, furniture and even apartments, cars and
bikes. One of the big contributors to the shift towards internet retailing has been the rise in
online apparel and footwear sales in 2013 and 2014. People used to research products online
and then go to the shops to buy them. Now the trend has reversed: people go to shops to try out
products (for example, shoe size, colour/size of clothes) and then go home to look for a good
deal online. As a result, malls across India are struggling to attract customers: they are
becoming more of a place for consumers to hang out, rather than shop.
Even though internet retailing has seen a big boom, it accounts for less than 1% of the total
retail demand. Almost one-third of apparel sales and two-thirds of footwear sales occur in
modern stores, signifying a consumer preference for new and different shopping experiences.
Similarly, consumers prefer to shop in modern stores for personal care products, with many of
these retailers beginning to give more shelf space in their shops to beauty and personal care
products.
When shopping for consumer electronics, Indian consumers continued to predominantly shop
for such products in specialist electronics and appliance retailers. Although online sales have
seen growth in urban areas, the low penetration and reach of online retailers have meant that a
majority of rural consumers continued to shop in brick-and-mortar stores. Another reason why
rural consumers in India throng to specialist retailers is that they prefer to see and touch such
products before buying.
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However, consumer attitudes in rural India are changing. According to an article published on
Livemint.com in 2015, the greater penetration of media and telecom services is changing the
way rural consumers shop. People in rural India are looking for branded, aspirational high-value
products, just like their urban counterparts. They are less willing to buy inferior products in order
to save money. According to the COO of Kenstar, Videocon Industries, The next generation of
rural consumers coming up has a higher exposure level than the previous generation. He adds
that younger rural consumers demand convenience and are more open to experimentation,
while the previous generation was more conservative and traditional.
Time-pressed urban shoppers order groceries online
The online shopping trend in India is now extending to grocery shopping. According to a
report in The Indian Express, the number of online food and grocery retail outlets increased from
14 in 2013 to 44 in 2014, to cater to the ever increasing demand in urban India. Greater comfort
with online shopping and payment systems while buying apparel, shoes amongst others has
made the transition to online grocery shopping easier for consumers.
A majority of these online grocery retailers are in Delhi, followed by other major cities such as
Bangalore and Mumbai metropolitan hubs with a high concentration of young working
professionals looking for time-saving and convenient shopping options. According to the
associate vice president, retail and consumer products, at Technopak, Urban Indias increasing
shortage of time is fuelling the growth of online grocery shopping. It is a largely standardised
category; it doesnt require as much touch-and-feel as, say, apparel. Hence, online works fine.
And it is highly convenient.
Dual income households, long working and commuting hours along with fast paced city life
make it hard for consumers to find time for grocery shopping. Some like to avoid the chore
altogether, making online grocery shopping a perfect alternative.
The next big luxury market
An increase in the number of high net worth individuals (HNWIs) and a growing middle class
these are major contributing factors to growing demand for luxury products. Additionally with
signs of an economic recovery, consumers are beginning to indulge themselves by spending on
luxury goods. As the co-founders of high-end fashion store Exclusively.com posted on their
blog, With increased awareness and growing disposable incomes, premium and luxury
consumption in India is seeing a significant upward trend.
The founder of Snapdeal.com believes that the aspirational value attached to these brands
also has a big role to play in consumers spending on such high-end products and services. This
trend has been particularly seen for high-end watches, handbags, footwear, accessories and
designer wear.
Chart 18
Where Households Shop for Essentials 2000-2019
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Source:
Note:
Euromonitor from trade sources/national statistics

LEISURE AND RECREATION

Leisure Time
The proportion of households with internet-enabled computers increased from a measly 1.6%
in 2005 to 12.9% in 2014 and is estimated to further increase to over 20% by 2020. Growth in
mobile penetration has been one of Indias success stories over the past 15 years. From being
virtually non-existent in 2000, mobile phone penetration shot up to 74% in 2014, leading to
greater connectivity and inclusivity for everyone, especially poor and rural consumers. Internet
and smartphones have completely changed the way people spend their free time at home.
Online streaming, shopping, emailing and social networking now share space with conventional
leisure activities, such as watching television. As a result, colour TV and cable TV ownership
have remained fairly stagnant since 2012.
According to an article from 2014 published in The Times of India, Indian men spent an
average of 283 minutes per day on leisure, while women spent 221 minutes. This difference is
mainly due to the fact that men in India spend only 19 minutes on housework, while women
spend an average of 298 minutes on routine housework.
Indian consumers are following the TV watching pattern of Western countries. Urban viewers
would rather not be restricted by the times of programmes and their current location. Instead,
they prefer to view shows online, an option supported by larger mobile screens (on mobiles and
tablets) and the availability of more programmes online.
According to a 2014 study published on the We Are Social blog, an average internet user in
India spends close to five hours every day on the Internet, while another blog on Yourstory.com
states that Indian smartphone users spend more than three hours every day on their phones.
Additionally, social networking sites such as Facebook and Twitter recorded growth of 37% in
2013. Facebook hit 100 million users in 2014, making India its second largest market worldwide
after the US. Other popular networking sites include LinkedIn (26 million users, the second
largest market) and Twitter (33 million users, the third largest market).
Other popular online activities include video streaming, app usage and chat services. Social
media and chat apps such as WhatsApp are the biggest reasons behind the consumer
preference for smartphones. According to the blog on Yourstory.com, app usage has increased
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by 63% since 2012, while mobile broadband users spend 61% more time on video apps than
non-users.
The two big passions of Indian consumers are cricket and movies. Going out to watch films is
one of the countrys most popular forms of leisure activity. Close to 2.7 billion tickets were sold
in 2013, according to a 2014 article in Forbes, with more and more urban consumers switching
to multiplexes. Other popular activities include eating out and shopping. Rising affluence and an
increase in the number of dual-income households have led to more consumers going out for
entertainment purposes.
An emerging trend among young consumers is the rise of the music festival culture in India.
Young people are travelling to off-beat destinations such as Ziro and Coorg to attend an ever
increasing number of festivals. For a lot of people this is like an adventure with good music
thrown in, says an organiser of the Ziro festival.
Among participation sports, cricket is by far the most popular game. According to a 2012
survey by YouGov, 62% of respondents said that they play cricket regularly. Greater exposure
to live sport on TV and an increase in the number of international sporting events held in India
have led to greater participation in other sports such as badminton, table tennis, tennis and
swimming. Additionally, growing health awareness among Indians has led to strong growth in
activities such as cycling, running, walking and going to the gym.
Basketball makes inroad in cricket-crazy sports field
Although cricket is still the dominant sport in India, other sports are beginning to gain
popularity as well. The football and kabaddi leagues launched in 2014 have amassed a
viewership of over 400 million each.
Basketball is one of the fastest growing participation sports in India, with the NBA having a
large following among young Indians. According to the NBA India managing director, In India
we can never compete with cricket and we never plan to do that. India is a cricket crazy nation
and we know that. But our aim is to make basketball the second most dominant sport in India.
The youths of India are looking for opportunity other than regular sport and that is what we are
targeting.
NBA team Sacramento Kings Indian-American owner Vivek Ranadive believes that it is
extremely likely that players of Indian origin will play in the NBA within the next five years, which
will further drive interest among Indians.
Improved connectivity in rural India to boost IT spending and adoption
Broadband internet and telecom operators have usually focused on high revenue-generating
urban areas. But with the government clearing a proposal in December 2013 to increase
internet and Wi-Fi access across 250,000 villages in rural India, this is expected to change.
Greater connectivity is expected to boost the sales of computer equipment, especially tablets
and phablets. Additionally, consumers in rural India are expected to start trying out features
such as online banking and utility payments. Within the next five years, the rural market is
predicted to be twice the size of the urban market, in terms of number of internet users.
Vacations
Typically, family holidays in India meant a weekend getaway to a cool, pleasant hill station
which was a few hours drive from cities such as Delhi, Mumbai and Pune. Although these
holidays are still extremely popular hill stations like Mussoorie and Lonavala are still jampacked almost every weekend and overbooked during long weekends a trend of foreign travel
has emerged among families that can afford it.
Increases in disposable income and in the number of direct flights to foreign destinations have
led to a massive increase in international travel. Cheap low-cost flights have made it easier for
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Indians to visit places such as Singapore, Bali, Thailand, the Maldives and Dubai in the same
time that it would take to drive to a hill station. In fact, it can be cheaper for consumers to travel
and holiday in Thailand than in Kerala or Goa. According to a survey conducted by Skyscanner,
volume searches for international destinations grew a staggering 101% in the first quarter of
2014, in comparison to a 60% growth for domestic destinations.
According to tour operators, short-haul packages for the long weekend market were extremely
popular in 2014. There is an emerging trend among young, upwardly mobile consumers to take
two or three short vacations a year, usually to a foreign destination. According to the co-founder
of MakeMyTrip.com, The trend is here to stay since people are willing to spend anything from
INR1-1.5 lakh per person on this kind of short holiday, in addition to one long holiday a year.
According to an article in the Economic Times from 2013, the frequency of foreign travel
among Indians has increased to once in 12-18 months, in comparison to once in 18-24 months
in 2008. The article states that while travelling abroad, 43% visit and stay with friends and
family. For domestic trips, families prefer to stay in hotels as they find it safer, cleaner and better
equipped than other accommodation.
Many consumers are looking for more unique travel experiences, with experimental, exotic
destinations and customised holidays becoming increasingly popular, especially among younger
travellers. Experiential journeys such as volunteerism, river cruising and eco-tourism will see
unique interest, says the VP of Thomas Cook. Single women and older people travelling
overseas is a small category right now, but is expected to grow fairly rapidly in the next few
years.
Public Holidays, Celebrations and Gift-giving

There are 18 public holidays in 2015, including three national holidays: Republic Day,
Independence Day and Mahatmas Gandhi birth anniversary. These days are observed
throughout the country, in all states and union territories. There is an annual parade in the
national capital for Republic Day; in 2015 it was attended by the American president Barack
Obama. On Independence Day, the Prime Minister addresses the nation from the ramparts of
the Red Fort.
As a multi-cultural, secular and diverse country, India celebrates many festivals and holidays.
As a result, major occasions of different religions are celebrated, though this may vary from
state to state. The most popular festivals and religious observances include Guru Nanak Jayanti
(Sikh), Christmas and Good Friday (Christian), Eid-ul-fitr and Eid-al-adha (Islamic) and
Dussehra, Ganesh Chaturthi and Makar Sakranti (Hindu). In addition to these festivals, each
state and region has its own special holidays and celebrations in accordance with the local
customs and traditions. Meanwhile, occasions such as Valentines Day and Friendship Day are
quite popular among the youth, while Halloween is quickly catching up as well.
Diwali is the biggest festival of the year, followed by Holi. Diwali, also known as the festival of
lights, is celebrated by lighting diyas (candles) or special decorative lights, dressing up in new
clothes, participating in a family pooja (prayers), letting off firecrackers and exchanging gifts with
friends and family.
Diwali is the biggest spending season of the year, with people shopping for themselves and
buying gifts such as sweets, dry fruits, kitchen utensils and electronic and consumer appliances.
As people in India become more prosperous, consumers are beginning to move away from the
traditional gifts. People now also give products such as expensive foreign chocolates (instead of
the traditional Indian sweets), smartphones and even high-value items such as jewellery, cars
and homes to their friends, family and even employees. Other gift-giving holidays in India
include Rakhi (in which brothers give presents to their sisters), Christmas and Eid.
Greeting cards have been losing popularity over the past few years, as consumers now prefer
to send greetings for festivals via messaging services (such as SMS, WhatsApp and social
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networking sites). However, cards are used to celebrate occasions such as Mothers Day,
Fathers Day and so on.
Culinary tourism on the rise
Inbound culinary tourism to India has been popular for quite some time, but now the trend has
picked up among Indian tourists as well. Urban consumers are following international travel
trends and beginning to learn to cook and taste new cuisines while on holiday. Earlier, it was an
afterthought. But now, food is becoming very important, especially at the upper end, says one
travel industry veteran. Popular international destinations for such tours include France, Spain
and Italy, while domestically Kerala and Goa attract many consumers.
According to the founder of The Active Holiday Company, many people find cooking a
relaxing and rewarding experience: The new India is open to sampling different cuisines and I
suspect that an interest in cooking holidays is fuelled by that. One filmmaker says that his love
of cooking has seen him travel through the local markets of France, Sweden and many other
countries. He adds, When I am on holiday, I just have to learn to cook the local food. For me,
that is the best way to know a city's culture.
Adventure holidays attract both sexes
According to an online survey conducted by ET-Travels in January 2015, adventure holidays
are a growing trend among both men and women. This kind of holiday was earlier mainly for
men only, but that is no longer the case.
Another survey from TripAdvisor conducted in 2014 found that consumers in India want to
experiment with activities such as hot air ballooning, safaris, scuba diving, paragliding and other
such extreme sports.
Chart 19
Source:
Note:
Possession of Selected Home-Tech and Mobile Phones 2000-2020

GETTING AROUND
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Private Transport
Cycling is the most common mode of private transport in India. However, bicycle ownership
has stagnated over the past decade, as consumers become affluent and shift towards other
modes of transport.
The percentage of households owning bicycles increased from 51.1% in 2005 to 51.7% in
2014. Car and motorcycle ownership more than doubled during the same time period, from
2.7% to 5.8% for cars, and from 13.8% to 29.4% for motorcycles. There were 28.1 million
passenger cars in use in 2014: 2 million more than in 2013 and a whopping 16.5 million up on
2005. The massive increase in the number of cars has led to major problems such as traffic
congestion, lack of parking spaces, accidents and air and noise pollution. As a result, parking
fees have doubled in most major cities in the past two to three years, while there is currently
also a proposal to impose a congestion charge on vehicles in cities in an effort to reduce car
usage and encourage people to take public transport.
SUVs were coveted in 2012 and 2013 but that has changed as consumers have gone back to
small cars and hatchbacks. According to a report published on NDTV.com, such cars dominated
the top 10 bestselling car list of 2014, as drivers sought to avoid parking and congestion
problems. Additionally, these cars are more affordable and fuel-efficient. Despite the global
reduction in oil prices, fuel costs in India remain high, driving demand for less gas-guzzling
smaller cars, instead of SUVs. Additionally, two-wheelers (scooters, motorbikes) are also
popular, due to their fuel efficiency, affordability and ease of use on congested roads.
In rural areas, a majority of consumers have to rely on private transport due to a lack of public
transport. People in rural India predominantly either walk or cycle to school and work. Other
forms of transport include rickshaws, cattle-drawn carts and makeshift vehicles. According to a
2012 report in The Times of India, the government is planning to roll out 85,000 buses by 2017
to improve public transport in rural areas.
Chart 20
Source:
Note:
Getting Around on Private Transport 2000-2020

Public Transport
Consumer expenditure on public transport has been increasing since 2005. Per capita
spending rose from INR7,229 in 2005 to INR9,298 in 2014 and is further expected to jump to
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INR12,450 by 2020. This is largely due to the vast improvement in the quality, connectivity and
extent of public transport in India. As a result of the improved transport infrastructure, per capita
spending has increased across all categories (bus, rail, air) in the past decade.
Buses are the most popular mode of public transport, accounting for more than 90% of
passenger journeys. They are a cheap and convenient mode of getting around. Many cities
have introduced newer, better quality buses in the last few years, many of which are airconditioned, making them even more attractive to commuters.
Indian trains carried over 9.3 billion passengers in 2014, up from 8.7 billion in 2013. The rail
network in India is the fourth longest and the most heavily used system in the world. Rail
transport is primarily used for long-distance travel, while commuting to work using trains is
restricted to the seven metropolitan cities with their own dedicated suburban rail network.
However, this is expected to change in the coming years, as more cities build rapid transit
systems.
Attitudes towards public transport have improved, as more and more consumers begin to
embrace it, mainly due to the improvement in the quality of service. A survey conducted by the
Delhi Metro authorities in 2013 revealed that a majority of users were satisfied with the service,
while a global customer satisfaction survey conducted in 2014 by Nova and CoMET rated the
Delhi Metro as the second best metro system in the world. Delhi metro ridership levels reached
a record high of over 2.5 million commuters per day in 2014, while Mumbai trains recorded a
ridership of over 6 million per day. Another survey conducted in Kerala that was published in
The Times of India in 2014 states that a vast majority of consumers were ready to use public
transport, provided bus services were extended and upgraded. However, a cause for concern
remains: the issue of womens safety. According to surveys conducted in various cities in 2014,
over 60%-70% of women feel unsafe using public transport.
Commuting
Commuting times vary from city to city. According to a 2014 report in The Economist, the
average commuting time in Delhi was 72 minutes. Another report on Payscale.in estimates the
average one-way commuting time for major Indian cities to be as follows: Mumbai, 47.26
minutes; Delhi, 42.96 minutes; Bangalore, 37.91 minutes; and Pune, 30.87 minutes.
According to a report released by the government in December 2013, in 77% of rural
households, the breadwinner either did not have to travel to work or had to travel less than 5 km
to reach his or her place of work, while the corresponding figure for urban India was 63.5%.
Commuters can buy seasonal public transport passes (monthly/quarterly/annually) in addition
to the standard ticket, which can cost between INR0.42 and INR0.90 per km for a normal bus.
Seasonal passes are extremely popular among regular commuters due to their cost
effectiveness and time savings. Students and senior citizens get a special discount: in Delhi, a
monthly pass for students and senior citizens costs INR100 and INR250 respectively, in
comparison with INR800 for a general pass.
As of 2014, there were no major incentives for using alternative means of getting to work or
school. But plans are afoot to institute dedicated cycling tracks and walkways to encourage
people to abandon private and public transport. For example, authorities in Gurgaon proposed a
plan in 2014 to develop an 8 km dedicated cycling track, while the city of Mumbai has started
construction work on more than 50 walkways.
Another commuting trend on the horizon is the expansion of the rapid transit system
throughout the country. After seeing the massive success of the Delhi Metro system, it was
decided in 2009 to launch metro rail projects in all Indian cities with over 2 million people.
Currently, many rapid transit systems (bus, metro, monorail, light rail) are under construction or
being planned in cities throughout India.
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Students in urban areas usually take the school bus, while those in rural areas either walk or
cycle. At the same time, around 30% of workers drive to work in urban areas. One of the biggest
drawbacks of driving to work is getting stuck in traffic jams. According to a 2012 article in The
Times of India, the country lost INR600 billion through traffic congestion (including fuel
wastage), the slow speed of freight vehicles and waiting time at toll booths and check points.
Urban professionals take up cycling
Cycling for long has been looked at by many as a low-status way of getting around. Other
barriers to cycling in cities include chaotic traffic, poor roads, pollution and the lack of bike lanes.
As a result, plans to have more dedicated cycle tracks in cities have been welcomed by
consumers. As one such consumer, a media executive in Gurgaon, says, It is a great initiative.
Young adults are much more health conscious. A lot of time and money is spent commuting. So
cycling can help people stay healthy and also bring down travel expenditure.
Among the more affluent and fitness-conscious middle-aged consumers, there is a booming
demand for premium bikes, as consumers in this segment begin to pursue long-distance
cycling. Owning an expensive bike can be a status symbol, says the owner of the Bharat Cycle
Company in Mumbai. He adds that he sells hundreds of bikes at different price points every
month and that sales are increasing by 10%-15% a year.
Another commuter believes that the arrival of global brands is removing the stigma from
cycling. Cycling has become aspirational and recreational cycling is really taking off, she says.
You see lots of riders on weekend mornings along the seafront and then those riders start to
consider using their bikes during the week too. Some might commute one day a week by bike.
Its a start.
Budget airlines low-fare war enabling Indians to fly
Multiple offers and a massive reduction in ticket prices have led to a remarkable increase in
flying instead of taking the train. Customers are now being offered hefty discounts on both
domestic and international routes, making flying a much more affordable option for the average
passenger.
The president of travel site Yatra.com says, This is a bonanza for travellers planning breaks
during the long weekends around holidays for Republic Day, Valentine's Day, Holi and Easter.
In addition, travellers, particularly from South and West India, are using these low fares to make
early bookings for the summer holiday break. With an approximate 35% reduction in airfares,
the response has been tremendous with close to a 400% increase in bookings on our site.
Chart 21
Getting Around on Public Transport 2000-2020
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Source:
Note:

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Consumer Lifestyles in India

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Consumer Lifestyles in India

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CONSUMER LIFESTYLES IN

CONSUMER LIFESTYLES IN INDIA

LIST OF CONTENTS AND TABLES

Datagraphic in India ..................................................................................... 1

Top Five Consumer Trends .......................................................................................................... 1

Babies and Infants in Focus 2000-2020 ....................................................... 5

Kids in Focus 2000-2020............................................................................. 7

Tweens in Focus 2000-2020 ........................................................................ 8

Teens in Focus 2000-2020......................................................................... 10

Young Adults .......................................................................................................................... 10

Young Adults in Focus 2000-2020 ............................................................. 12

Middle Youth ........................................................................................................................... 12

Middle Youth in Focus 2000-2020 .............................................................. 13

Mid-Lifers in Focus 2000-2020 ................................................................... 15

Late-Lifers in Focus 2000-2020 .................................................................. 16

Housing and Households ........................................................................................................... 17

Home Ownership 2000-2020 ..................................................................... 18

Household Profiles 2000-2020 ................................................................... 19

Running Costs ........................................................................................................................ 19

Household Running Costs 2000-2020........................................................ 20

Money and Savings .................................................................................................................... 21

Borrowing and Saving 2000-2019 .............................................................. 23

Eating and Drinking .................................................................................................................... 24

Food Expenditure Profile 2000-2020 .......................................................... 25

Drinking Habits ....................................................................................................................... 26

Drinks Expenditure Profile 2000-2020 ........................................................ 27

Grooming and Fashion ............................................................................................................... 28

CONSUMER LIFESTYLES IN INDIA

Female Grooming and Fashion Trends .................................................................................. 28

Grooming and Fashion Expenditure 2000-2020......................................... 30

Health and Wellness .................................................................................................................. 30

Health of the Nation 2000-2020 ................................................................. 32

Shopping Habits ......................................................................................................................... 32

Where Households Shop for Essentials 2000-2019 ................................... 34

Leisure and Recreation .............................................................................................................. 35

Possession of Selected Home-Tech and Mobile Phones 2000-2020......... 38

Getting Around ........................................................................................................................... 38

Getting Around on Private Transport 2000-2020 ........................................ 39

Getting Around on Public Transport 2000-2020 ......................................... 41

CONSUMER LIFESTYLES IN INDIA

CONSUMER LIFESTYLES IN INDIA

TOP FIVE CONSUMER TRENDS

CONSUMER LIFESTYLES IN INDIA

CONSUMER LIFESTYLES IN INDIA

CONSUMER LIFESTYLES IN INDIA

CONSUMER LIFESTYLES IN INDIA

Babies and Infants in Focus 2000-2020

CONSUMER LIFESTYLES IN INDIA

Euromonitor International from national statistics/UN

CONSUMER LIFESTYLES IN INDIA

Junk food enters the school tiffin box

Kids in Focus 2000-2020

Euromonitor International from national statistics/UN

CONSUMER LIFESTYLES IN INDIA

Tweens in Focus 2000-2020

CONSUMER LIFESTYLES IN INDIA

Euromonitor International from national statistics/UN

CONSUMER LIFESTYLES IN INDIA

Online shopping booms among Teens

Teens in Focus 2000-2020

Euromonitor International from national statistics/UN

CONSUMER LIFESTYLES IN INDIA

CONSUMER LIFESTYLES IN INDIA

Young Adults in Focus 2000-2020