Indian households socio-economic and home durable ownership profiling

Indian Households –
Socio-Economic and Home Durable
Ownership Profiling
Juxt India Consumer Landscape Study 2010 for Sony India

• Study Overview
• Methodology Overview
• Executive Summary & Topline Findings
• Key Findings
– Size estimates of Indian households
– Geographics of Indian households
– Socio-economic profile of the household
– Socio-cultural profile of the household
– Economic status of the household
– Household consumption of consumer durables
– Household consumption inclination & lifestyle profile
Table of Content
2

 Most recent and representative survey-based estimates of Indian
consumers, both at household and individual level
• Based on a very large sample land survey of over 259,000 individuals spread across all mainland
states & UT’s across all the 4 regions of the country in Mar–Apr 2010 (covering 37,000 households in
101 cities and 20,000 households in 1,000+ villages – a total of over 57,000 households)
 Highly comprehensive profiling of Indian consumers – in their
demographics, psychographics and consumption lifestyle
• A deeper profiling of how Indian consumers live in their regular lifestyle, including details about
their location, economic status, psychographic profile, day-to-day lifestyle habits & preferences
and their shopping orientation & preferences
• Key demographic profiling is based on 259,000+ individuals sample (accounting for all individuals
living in the surveyed households). Psychographic and personal consumption lifestyle profiling is
based on 57,000 individuals sample (the individual respondent who answered the survey questions)
Study Overview

Methodology Overview
 A land survey is being conducted to profile and estimate the Indian consumers, both at the level of
‘household’ and ‘individuals’ as consumption entities. The survey covers ‘towns’ and ‘villages’ of
all population strata in all the mainland states and union territories in India (covering all the key,
and 69 of the total 77 regions in India as classified by NSSO)
 Though the selection of towns and villages was ‘purposive’, the sampling within the towns was
done on ‘2-stage random’ basis (firstly a random selection of polling booths, and then a random selection of
households from the electoral list within each of these randomly selected polling booths); within villages sampling
was done on ‘systematic random’ basis (selection of every nth house in the village)
 To make the survey findings representative of the entire Indian population (and not just of the
surveyed households and individuals) appropriate state-wise, urban district/village class and SEC
combination level household ‘representation weights’, as derived from the authentic ‘Govt. of
India’ base-level population statistics (NSSO/Census), were applied to the survey data

 Urban households form only 1/3rd
of India, need to think beyond Urban: The 77.63 million households from
Urban India account for only about 32.3% of Indian households. Only about 12% of the Urban households are
from the top 25 cities of India, top 6 cities in total have about 7% (18million households). This is critical for a
mass marketer to understand to arrive at the real potential.
 Western region is a significant market only within the top 25 city cluster: Though 35% of Indian & 29%
urban Indian households are from Northern India yet 40% of households within top 25 city cluster are from
Western India. In fact 15% of Urban households are from Maharastra & Tamilnadu each.
 Families of married couples with youngest children below 12yrs. age (Maturing Mentors) form the biggest
segment (44%) of urban households: Contrary to popular belief, only about 1/5th
of Indian households are
with 3 generations living jointly under one roof (Dynasties). Newly married couples without a child are only
4% of Indian households.
 Members’ highest education profile is better than the chief wage earner (the one who contributes
maximum towards monthly household expenses) of the household: 8% of the households are with a CWE
being graduate & above however, there are 17% households with members who are graduate & above. This
has a big implication on the conventional socio economic classification in India as the marketing currency.
The Big Picture
6

 The occupational profile in the household is better than that of the Chief Wage Earners: While 18% of the
household has a CWE as Shop Owner/Petty Trader/Business Owners there are 26% households with members with
Shop Owner/Petty Trader/Business Ownership as current occupation. Similarly against 5% households with CWE
working as Junior level salaried employees 7% households has any member working as a Junior level salaried
employee.
 Time to look beyond the conventional SEC A & B households and play the mass market game: Only about 23%
of the Indian households (18million) are from the top urban socio economic classes A & B. On the other hand
these households are not necessarily affluent, SEC A households in urban India on an average have a monthly
household income of only Rs. 14,811. The income ladder shows that one of the largest rural SEC R1 have a better
monthly average income (Rs. 7102) than the lower urban SECs like SEC D & E (Rs. 6,751 & Rs. 5,785).
 80% of urban households earn less than Rs. 1,50,000 annually, hence the mass market products needs to be
prices appropriately: Only about 2% of Indian households & 3% urban households earn more than Rs. 40,000 every
month. Largest segment of households (56%) are with a meager monthly household income of Less than Rs. 6,250
(Rs. 80,000 annually).
 72% of the Indian households has just one earning member: Against the 4.6 average members in Indian
households only about 1.4 members on average are earning members in households. 85% of the Indian urban
households (76% of all households) have either salary or earning from business as their source of monthly
household income.
The Big Picture
7

 80% of Indian households are staying in a less than 1000 sq. ft carpet area house: Though maximum of
Indian households are staying in their own house and only about 10% are staying on a rented place yet the
carpet area of houses is less than 1000 sq ft.
 TV is the only household durable that is well penetrated at a national level, new demand can only be
replacement: 69% of urban & about 49% of rural households own a colour TV. Within the top 25 cities or top 6
cities the colour TV penetration is as high as 80%. Of these almost half are owning a flat/regular TV
suggesting that the opportunity is mostly going to come from replacement demand.
 Lower penetration of other assets provides opportunity but must evaluate it with lenses of affluence
level of Indian households: VCD is the only other durable which is owned by 29% households in India, all
other electronic durables (Music System, Portable Music Player, Camera, Video Camera & Gaming devices)
are at a sub 10% penetration level.
 The Indian households are value driven and price conscious: 87% of Indian households put their value
orientation as ‘cheapest in price’ followed by ‘gives basic features at reasonable price’ and put highest
priority to ‘price’ (75%), ‘brand Image’ (59%) and ‘performance quality’ (39%) as their buying orientations.
The Big Picture
8

 There are 241 million households in India with rural India accounting for almost 68% of total
Indian households
 There are 78 million urban households in India, with 12% of total Indian households residing
in top 25 cities
 Top 6 urban cities in India at an overall level have 18 million households and account for 7%
of total Indian households
 Among the individual cities, Kolkata has the highest number of households (3.87million)
followed by Delhi (3.66 million)
Size estimates of Indian households

 Urban Indian household on an average has 4.3 members in the family, while it is slightly
higher at 4.7 in rural India
 While Delhi households, on an average has 5 members in the family, Mumbai households are
the smallest with 3 members on an average
Size estimates of Indian households

Geographics of Indian households
 India lives in villages with 68% of Indian households living in rural area
 While ‘North’ region is the most densely populated region, urban households are nearly
equally distributed in the West, South & North
 2/5th
of the households from among top 25 cities fall in West region
 Uttar Pradesh followed by Maharashtra is the most densely populated state
 Relatively smaller, ‘tier 3’ towns account for 60% of all urban Indian households

Geographics of Indian households
 Among the top 25 cities, Metro towns account for 69% of total urban households
 Most of the rural households (59%) come from ‘larger’ population size villages (Above 2,000
population ones). In fact, nearly 9 out of 10 rural households are coming from 1000+
population villages

 Nearly 8 out of 10 CWE of all Indian household is literate; the proportion being higher in
urban India
 Households with ‘Graduate or above’ CWEs are found relatively more in urban areas (11% as
against 6% in rural areas)
 Among top 6 cities, households of Hyderabad show extreme levels of educational
qualification; on one hand it has the maximum proportion (16%) of ‘Graduate or above CWEs’
and on the other hand, proportion of illiterate CWEs is also the highest (24%)
 Unskilled/skilled workers form the largest ‘occupational’ chunk of urban households while
Shop owners/Petty trader/Business owners form the second biggest occupational group of
urban households at 24%; more than all the corporate/self employees put together
Socio-economic profile of CWE of the
household

 Mumbai households have the highest proportion of Shop owners/Petty trader/Business
owners (44%) and corporate employees (28%)
 At all India level, SEC ‘R4’ forms the biggest chunk of Indian households, followed by SEC
‘R3’ and ‘R5’ while in urban areas SEC ‘E’ account for the largest proportion at 12%
 Mumbai has the maximum proportion of households coming from SEC A, a fact that reflects
in the consumption pattern of Mumbai households too
 Bangalore is the youngest of all the cities, with 35% of the households in Bangalore defined
as ‘Baby Sitters’ (married couple with the eldest child below 12 years); while 1/3rd
of
Kolkata households are defined as Dynasties ( 3 generation family)
Socio-economic profile of CWE of the
household

 Almost 9 out of 10 Indian households are ‘Hindus’ overall. Interestingly, ‘Muslim’ households
are relatively more in urban India
 While Kolkata has maximum proportion of Muslim households (21%), Bangalore & Chennai
have the highest proportion of Hindu households (95%)
 Among those who disclosed their caste, relatively ‘backwardly’ categorized caste groups are
relatively higher in proportion at an overall level
 Hindi is the preferred language of reading to almost 1/3rd of all the Indian households; the
highest preference being in Delhi
 More than half of both urban and rural rural households(51%) are educated completely in
‘vernacular’ languages, while another 1 in 5 are also partly educated in vernacular languages
Socio-cultural profile of CWE of the
household

 Nearly 3/5th of urban households of India fall under the ‘Strugglers’ segment, with the
lowest ability to spend depicted by very low to low per-capita family income, no automobile, credit
card or any running loan in the family
 Relatively Mumbai households have the highest ability to spend, with 49% of them having
moderate ability to spend (‘Balancers’) and 12% having adequate to high ability to spend
 The biggest chunk of Indian households come from ‘Rs. 6,250 or lesser’ MHI group at 56%,
followed by Rs. 6,250 – 12,500 MHI group at 31%. The upper income groups constitutes only
12% of all Indian households
 Chennai is the most affluent city among the top 6 cities with the average MHI being Rs.
17,421
Economic status of household

 72% of the Indian households have only 1 earning member in the family while rural areas
have marginally more multiple income households at 30% (26% in urban areas)
 Delhi has the highest ‘average earning members per household’ figure at 1.6 while it is the
lowest for Chennai at 1.1
 77% of households in Delhi own a house; highest among all the top 6 cities while 65% of
Kolkata households live in a house that is taken on rent
 Chennai has the highest proportion of ‘large sized houses’ with carpet area more than 1500
sq ft
 Majority of Indian households have only a bicycle as a vehicle (58%); even in the urban areas
(at 47%)
Economic status of household

 69% of urban households own a TV with almost half of them owning a regular/flat TV of size
29 inch or less
 LG is the highest selling brand of Color TV with 27% of the urban households owning it
 12% of urban households own a desktop and 2% of them own a laptop with most of the
households owning an assembled computer
 Households in Mumbai has the highest proportion of laptop owners
Household consumption of consumer
durables

 17% of urban households own a refrigerator with the penetration being highest in Mumbai
 Single door-less than 200 litre is most popular type of fridge among households
 LG is the highest selling brand of fridge with 30% of the urban households owning it
 8 % of urban households own a washing machine, with the penetration being highest in
Mumbai
 LG is the highest selling brand of washing machine with 30% of the urban households owning
it
Household consumption of consumer
durables

Household consumption inclination &
lifestyle profile
 Almost half of all Indian households are ‘economy’ buyers in their value orientation, and
another 1 in 3 are pure ‘price’ buyers, eventually making 4 out of 5 of them essentially
‘budget’ buyers
 Mumbai households have the largest proportion of ‘premium quality’ buyers (30%), while
Chennai has the largest proportion of ‘economy’ buyers (64%)
 While 3 out of 4 Indian households give high importance to ‘price’ in making buying choices,
slightly lesser proportion of households also gives high importance to ‘brand image’ (probably
highlights a buying logic that if the desired brand comes at the desired price they’ll take it, if not, they may sacrifice the desired
brand but not the desired price)
 Functionality attributes (quality, usage, looks, features, etc) appear as their ‘next’ set of priorities
 Almost 4 in 5 of the urban households are categorized as ‘Shopophobic’ (ones who have low
levels of shopping orientation, hates shopping and shops only when it is necessary)

 Households of Bangalore followed by Mumbai show relatively greater orientation towards
shopping
 Almost 2/3rd of all urban households do not invest in any financial instruments and are
therefore classified as ‘Non-Investing’
 Among those households who have invested in at least one financial instrument, nearly 1 in 5
have invested in single financial instrument
 Households of Mumbai, followed by Hyderabad & Delhi have show higher propensity to invest in
multiple financial instruments
Household consumption inclination &
lifestyle profile

Key Findings
Size Estimates of Indian households

24
City List
Top 25 Cities – by population as per Indian Census 2001
1 Delhi 14 Lucknow
2 Kolkata 15 Nagpur
3 Mumbai 16 Patna
4 Chennai 17 Indore
5 Bangalore 18 Vadodara
6 Hyderabad 19 Nashik
7 Thane 20 Agra
8 Ahmedabad 21 Bhopal
9 Pune 22 Ludhiana
10 Kalyan-Dombivali 23 Faridabad
11 Surat 24 Ghaziabad
12 Kanpur 25 Meerut
13 Jaipur

Households in India No. of households (in millions) % of total India households
All India 241.22
Urban 77.63 32.2%
Rural 163.59 67.8%
Top 25 cities 28.35 11.8%
Top 6 cities 17.64 7.3%
Mumbai 2.85 1.2%
Delhi 3.66 1.5%
Bangalore 2.10 0.9%
Kolkata 3.87 1.6%
Chennai 2.02 0.8%
Hyderabad 1.69 0.7%
25
Size estimates of households across India & major cities
• There are 241 million households in India
• Rural India accounts for almost 68% of total Indian households reinstating the fact that India still lives
in villages
• 12% of the total India households reside in top 25 cities
• Kolkata has the largest number of households in India (3.87 mn)

Family Size Average no. of member in the family
All India 4.6
Urban 4.3
Rural 4.7
Top 25 cities 4.1
Top 6 cities 3.9
Mumbai 3.0
Delhi 5.0
Bangalore 3.5
Kolkata 3.7
Chennai 3.8
Hyderabad 4.2
26
Family Size of the households
• On an average, an urban Indian household has 4.3 members while it is slightly higher at 4.7 in
rural India
• Delhi households are the most densely populated households, with the average family size
standing at 5.0

Key Findings
Geographics of Indian Households

32%
68%
Urban Rural
By Urban-Rural Divide
28• 68% of Indian households are rural households

35%
29%
37%
26%
20%
16%
22%
14% 22%
25%
29%
23%
21%
33%
26%
18%
40%
21%
24%21%
0%
25%
50%
75%
100%
All India Urban Rural Top 25 Cities Top 6 Cities
West
South
East
North
By Regions
29
• ‘North’ is the most populated region with 35% of the Indian households residing in this
region
• ‘West’ shows a relative urban household skew, with 40% of the households residing in
top 25 cities of India coming from this region
Sample Base: 58,288 37,912 20,376 18,687 4,968

States All India Urban Rural
Sample Base 58,288 37,912 20,376
Jharkhand 2% 2% 3%
Punjab 2% 3% 2%
Haryana 2% 2% 2%
Chhattisgarh 2% 1% 2%
Delhi 2% 5% 0%
North east 1% 1% 1%
Jammu & Kashmir 1% 1% 1%
Himachal Pradesh 0.4% 0.2% 1%
Uttaranchal 0.4% 1% 0.3%
Chandigarh 0.2% 0.4% 0.0%
Goa 0.1% 0.3% 0.1%
Pondicherry 0.1% 0.3% 0.1%
States All India Urban Rural
Sample Base 58,288 37,912 20,376
Uttar Pradesh 15% 10% 17%
Maharashtra 10% 15% 8%
Andhra Pradesh 9% 7% 9%
West Bengal 8% 8% 8%
Bihar 8% 2% 10%
Tamil Nadu 7% 12% 5%
Madhya Pradesh 6% 5% 6%
Karnataka 5% 7% 5%
Rajasthan 5% 4% 6%
Gujarat 5% 7% 4%
Orissa 4% 2% 4%
Kerala 3% 3% 4%
Assam 3% 1% 3%
By States
30
• ‘Uttar Pradesh’ is the most populated state with 15% of the Indian households residing
there

By ‘Urban District’ Class
31
• When seen from the ‘market size’ classification of these urban centers, the smaller ‘tier 3’
towns account for the bulk (60%) of all urban household
• Among the top 25 cities, Metro towns account for 69% of total urban households
Urban District
by Population size
% All India Households
Sample Base 58,288
Up to 1 Lakh 25%
1 Lakh – 5 Lakh 24%
5 Lakh – 10 Lakh 20%
Above 10 Lakh 32%

By ‘Urban District’ Class
32
• When seen from the ‘market size’ classification of these urban centers, the smaller ‘tier 3’
towns account for the bulk (60%) of all urban household
• Among the top 25 cities, Metro towns account for 69% of total urban households
Urban District
by Market Size
% All India Households % Top 25 cities %Top 6 cities
Sample Base 58,288 18,687 4,968
Metro 20% 69% 92%
Urban Uptowns 10% 22% 0%
Emerging Towns 10% 2% 0%
Other Smaller Towns 60% 7% 8%

By Village Type
33
• Most of the rural households (59%) come from ‘larger’ population size villages (>2,000
population ones). In fact, 1,000+ population villages account for nearly 8 out of 10 rural
households
Village Class by Population Size % Rural Households
Sample Base 20,376
Less than 500 Person 2%
500 - 999 Person 10%
1,000 - 1,999 Person 29%
2,000 or more Person 59%

Key Findings
Socio – Economic Profile of the household

Family Classification %age of Indian Households
All India Urban Rural Top 25
cities
Top 6
cities
Mum Delhi B’lore K’kata Chennai H’bad
Sample Base 58,288 37,912 20,376 18,687 4,968 800 800 798 758 613 799
Free Birds 1% 2% 1% 4% 6% 5% 6% 0.1% 16% 1% 0.2%
Nest Builders 4% 6% 3% 8% 8% 16% 3% 21% 2% 6% 4%
Baby Sitters 28% 25% 29% 26% 26% 23% 25% 35% 15% 25% 30%
Maturing Mentors 44% 43% 44% 40% 38% 44% 43% 30% 29% 46% 47%
Dynasties 19% 18% 19% 18% 17% 8% 21% 9% 30% 15% 14%
Vintage Wines 5% 5% 4% 4% 4% 3% 3% 4% 6% 7% 4%
Lone Diggers 0.3% 0.3% 0.2% 1% 1% 0.2% 0.1% 1% 2% 0.1% 0.3%
Family Classification by lifecycle stage*
35
• 44% of Indian households can be classified as ‘Maturing Mentors’ with a family comprised of a
married couple and the youngest child above 12 years
• Bangalore is the youngest of all the cities, with 35% of the households in Bangalore defined as
‘Baby Sitters’ ; while 1/3rd
of Kolkata households are defined as Dynasties ( 3 generation family)

*The Natural Family Lifecycle Stage
Progression Model & Segmentation
3-generation joint family
Married couples with the eldest
child below 12 years
Married couple with the youngest
child above 12 years
Young married couples
without any children
Single independents
Middle age or elderly married
couples living alone
Divorcee,Widow
A
G
E
P
R
O
G
R
E
S
S
I
O
N
2-generation nuclear family
Family expands
Family splits
Singleparent
Marriage
Child birth
Child grows
Child marries
and has child
Unmarried child
moves out
Married child
moves out
Parents die
Child moves out
Spouse die
Spouse
die/divorce
Spouse
die/divorce
Spouse die/divorce
Child marries
and moves out
Child moves out
Free Birds
Nest Builders
Dynasties
Vintage Wines
Baby Sitters
Maturing Mentors
Lone Diggers
* Note – The model is indicative of the main natural transition points between family types. It is not meant to be an exhaustive depiction of all possible transition
The family segments in the ‘natural family lifecycle stages’ model are derived from the member composition of the family, and defined by a combination of the
age and marital status of all members present in the family (and sharing the same kitchen) and not just by the age and marital status of the chief wage earner

Educational
Qualification
%age of Indian Households
cities
Top 6
cities
Sample Base 58,293 37,917 20,376 18,692 4,568 800 800 798 758 613 799
Illiterate 22% 15% 26% 12% 12% 3% 14% 13% 11% 7% 24%
Up to SSC/HSC 69% 70% 69% 68% 68% 65% 72% 70% 70% 72% 51%
College but not graduate 1% 4% 0% 5% 6% 10% 2% 3% 7% 7% 8%
Graduate or plus - General
stream 7% 10% 6% 14% 13% 21% 10% 13% 10% 11% 13%
Graduate or plus -
Professional stream 1% 2% 0% 2% 2% 1% 3% 2% 2% 2% 3%
Highest Educational qualification of
CWE
37
• Nearly 8 out of 10 CWE of all Indian household is literate; the proportion being higher in urban India
• Households with ‘Graduate or above’ CWEs are found relatively more in urban areas (11% as against
6% in rural areas)
• Among top 6 cities, households of Hyderabad show extreme levels of educational qualification; on
one hand it has the maximum proportion (16%) of ‘Graduate or above CWEs’ and on the other hand,
proportion of illiterate CWEs is also the highest (24%)

Educational
Qualification
cities
Top 6
cities
Sample Base 58,293 37,917 20,376 18,692 4,568 800 800 798 758 613 799
Illiterate 3% 3% 4% 3% 3% 2% 2% 5% 5% 1% 2%
Up to SSC/HSC 63% 64% 62% 61% 59% 48% 66% 69% 61% 56% 52%
College but not graduate 17% 13% 20% 12% 14% 19% 9% 9% 15% 15% 18%
Graduate or plus - General
stream 15% 17% 14% 21% 20% 30% 17% 15% 16% 23% 22%
Graduate or plus -
Professional stream 2% 4% 1% 4% 4% 2% 7% 2% 3% 5% 7%
Highest Educational qualification in
the household – any member
38
• Households with ‘Graduate or above’ members are found relatively more in urban areas (21% as
against 15% in rural areas)
• Among top 6 cities, households of Mumbai are the most highly educated households with 32% of
the households having at least one member Graduate or above

Occupational Profile %age of Indian Households
cities
Top 6
cities
Sample Base 58,293 37,917 20,376 18,692 4,568 800 800 798 758 613 799
Unskilled/Skilled Workers 56% 63% 53% 53% 52% 27% 50% 62% 52% 69% 64%
Shop Owners/Petty
Traders/Business owners 18% 24% 15% 28% 30% 44% 32% 21% 35% 13% 23%
Self-employed Professionals 1% 1% 0% 2% 2% 2% 2% 1% 2% 6% 1%
Corporate Employees -
Junior Level 5% 11% 3% 15% 14% 25% 14% 14% 9% 9% 11%
Mid/Senior Level 1% 1% 0% 3% 2% 3% 2% 2% 1% 2% 2%
Farmer (Owner/Non-owner) 19% - 28% - - - - - - - -
Retired/Unemployed/Other 1% - 1% - - - - - - - -
Current Occupational Profile of CWE
39
• Unskilled/skilled workers form the largest ‘occupational’ chunk of urban households
• Shop owners/Petty trader/Business owners form the second biggest occupational group of urban
households at 24%, i.e, more than all the corporate/self employees put together
• Mumbai households have the highest proportion of Shop owners/Petty trader/Business owners
(44%) and corporate employees (28%)

Occupational Profile %age of Indian Households
cities
Top 6
cities
Sample Base 58,293 37,917 20,376 18,692 4,568 800 800 798 758 613 799
Unskilled/Skilled Workers 53% 60% 49% 50% 50% 25% 47% 61% 51% 67% 62%
Shop Owners/Petty
Traders/Business owners 26% 24% 27% 27% 30% 42% 31% 21% 35% 14% 23%
Self-employed Professionals 1% 1% 1% 2% 2% 2% 1% 1% 3% 6% 1%
Junior Level 7% 12% 4% 17% 16% 28% 18% 15% 11% 9% 12%
Mid/Senior Level 1% 2% 0.4% 3% 2% 3% 3% 2% 1% 3% 2%
Farmer (Owner/Non-owner) 12% - 18% - - - - - - - -
Retired/Unemployed/Other 1% - 1% - - - - - - - -
Highest Occupational Profile in the
household – any member
40
• Unskilled/skilled workers form the largest ‘occupational’ chunk of urban households
• Shop owners/Petty trader/Business owners form the second biggest occupational group of urban
households at 24%, i.e, more than all the corporate/self employees put together
• Mumbai households have the highest proportion of Shop owners/Petty trader/Business owners
(42%) and corporate employees (31%)

Socio-Economic Classification – Conventional
SEC %age of Indian Households
cities
Top 6
cities
Sample Base 57,360 36,984 20,376 19,498 4,968 800 800 798 758 613 799
Sec-A 3% 9% - 9% 10% 24% 12% 13% 8% 8% 7%
Sec-B 5% 14% - 15% 15% 36% 19% 16% 13% 14% 10%
Sec-C 5% 17% - 17% 17% 31% 21% 15% 15% 16% 16%
Sec-D 7% 23% - 24% 23% 7% 20% 14% 27% 23% 31%
Sec-E 12% 37% - 35% 36% 2% 28% 42% 38% 39% 35%
R1 7% - 10% - - - - - - - -
R2 13% - 19% - - - - - - - -
R3 15% - 21% - - - - - - - -
R4 19% - 28% - - - - - - - -
R5 15% - 21% - - - - - - - -
41
(By highest education level and current occupation profile of CWE of the household)
• At all India level, SEC ‘R4’ forms the biggest chunk of Indian households, followed by SEC ‘R3’
and ‘R5’
• In urban areas, SEC ‘E’ account for the largest proportion of households at 37%
• Mumbai has the maximum proportion of households coming from SEC A, a fact that reflects in the
consumption pattern of Mumbai households too

SEC %age of Indian Households
cities
Top 6
cities
Sample Base 58,293 37,917 20,376 18,687 4,568 800 800 798 758 613 799
Sec-A 4% 11% - 15% 16% 26% 14% 13% 11% 17% 15%
Sec-B 5% 17% - 21% 21% 33% 20% 17% 17% 16% 19%
Sec-C 7% 22% - 25% 24% 33% 25% 23% 20% 24% 21%
Sec-D 8% 24% - 19% 20% 6% 22% 22% 24% 24% 23%
Sec-E 9% 26% - 19% 20% 1% 20% 26% 29% 19% 21%
R1 13% - 19% - - - - - - - -
R2 18% - 27% - - - - - - - -
R3 12% - 18% - - - - - - - -
R4 17% - 26% - - - - - - - -
R5 7% - 10% - - - - - - - -
42
(By highest education level and highest occupation profile of ‘any member’ of the household)
Socio-Economic Classification – Neo
• However, when re-looked from the ‘neo-classification’ of SEC groups, while the broad
pattern of SEC ladder among the households remain the same, the individual proportion
of SEC ‘R1’ and SEC ‘R2’ in the rural areas increase noticeably (by 6% and 5% respectively)

1% 1% 2% 3% 1% 1% 4%
51% 53%
58%
44%
63%
86%
29% 35%
11%
22%
26%
21%
20%
28%
30%
1%
50%
11%
62%
51%
20%
4%
32%
3% 5% 7%2%
51%
20%
29%
12% 16%
54%
26% 26%
32%
0%
25%
50%
75%
100%
Cities
Top 6
Cities
Mumbai Delhi B'lore Kolkata Chennai H'bad
Can't Say/NA
Partly
English/Partly
Vernacular
Completely
Hindi/Vernacular
Completely
English
Medium of Education
43
• More than half of both urban and rural rural households(51%) are educated completely in
‘vernacular’ languages, while another 1 in 5 are also partly educated in vernacular languages
• Only 1 in 100 urban households have had their complete education in ‘English’ ; highest being in
Hyderabad (7%)
• Clearly the ‘prime’ language of communication with Indian households is ‘vernacular’
Sample Base: 58,293 37,912 20,376 18,687 4,968 800 800 798 758 613 699

Language %age of Indian Households
cities
Top 6
cities
Sample Base 58,288 37,912 20,376 18,687 4,968 800 800 798 758 613 799
Hindi 35% 35% 36% 39% 37% 43% 92% 1% 31% 0.4% 2%
Marathi 8% 11% 7% 17% 11% 41% - 1% - 1% 1%
Bengali 8% 7% 8% 8% 13% 0% - 0.2% 60% 0.1% -
Tamil 7% 11% 5% 6% 10% 0% - 1% - 86% 0.2%
Telugu 5% 5% 5% 4% 6% 2% - 4% - 2% 53%
Gujarati 4% 6% 4% 8% 2% 7% - 0.3% 1% - 0.1%
Kannada 4% 5% 4% 6% 9% 1% - 73% 0.1% - 1%
Malayalam 3% 3% 4% 0.1% 0.1% 0.0% - 0.3% 0.2% - 0.1%
Oriya 3% 2% 4% - 0.1% 0.1% - 0.1% 0.1% - -
Assamese 2% 1% 3% - - - - - - - -
Preferred language of reading – Top 10
44• Hindi is the preferred language of reading to almost 1/3rd
of all the Indian households; the highest
preference being in Delhi

Religion %age of Indian Households
cities
Top 6
cities
Sample Base 58,288 37,912 20,376 18,687 4,968 800 800 798 758 613 799
Hinduism 90% 87% 92% 86% 85% 92% 79% 95% 78% 95% 82%
Islam 6% 10% 5% 12% 12% 7% 15% 3% 21% 5% 16%
Christianity 1% 1% 1% 1% 2% - 6% - 0.2% - 0.1%
Sikhism 2% 2% 2% 1% 1% 1% 0.1% 2% 1% - 2%
Buddhism 0% 0% 0.0% 0.1% - - - 0.1% 0.1% - 0.1%
Jainism 1% 1% 0.4% 0.4% - - - - - - -
Religion
45
• Almost 9 out of 10 Indian households are ‘Hindus’ overall. Interestingly, ‘Muslims’
households are relatively more in urban India
• While Kolkata has maximum proportion of Muslim households (21%), Bangalore & Chennai
have the highest proportion of Hindu households (95%)

Caste %age of Indian Households
cities
Top 6
cities
Sample Base 58,288 37,912 20,376 18,687 4,968 800 800 798 758 613 799
General 13% 17% 11% 18% 21% 4% 15% 7% 67% - 8%
OBC 16% 11% 18% 5% 3% 2% 4% 0.1% 2% 7% 4%
SC 14% 12% 15% 9% 11% 4% 6% 7% 14% 39% 6%
ST 5% 3% 7% 1% 2% 0.4% 1% 9% 1% 0.3% 0.3%
Not disclosed 53% 57% 50% 66% 64% 89% 75% 77% 16% 55% 83%
Caste
46
• Though the majority of the households did not disclose their caste identity, among those
who did, the relatively ‘backwardly’ categorized caste groups are relatively higher in
proportion at an overall level

Key Findings
Economic Status of the household

56%
44%
62%
31%
7%
29% 34%
14%
31%
36%
43%
44%
66%
36%
33%
37%
29%
43%
10%
15%
7%
20% 22% 25%
32%
14%
26%
9%
16%
3% 1% 3% 3% 3% 1% 2%
16%
4%
37%
52%
26%
28%
4%2%
0%
25%
50%
75%
100%
Cities
Top 6
Cities
Above Rs.40,000
Rs. 12,500 -
40,000
Rs. 6,250 -
12,500
Up to Rs. 6,250
Monthly Household Income
48
• The biggest chunk of Indian households come from ‘6,250 or lesser’ MHI group at 56%, followed by `6,250
– 12,500 MHI group at 31%. The upper income groups constitutes only 12% of all Indian households
• In urban areas, the income ladder shifts more towards higher income group with 18% of the households
having MHI above `12,500
• Chennai is the most affluent city among the top 6 cities with the average MHI being `17,421
Sample Base: 58,288 37,912 20,376 18,687 4,968 800 800 798 758 613 699
Average MHI (Rs.) 7,050 8,908 6,168 10,524 11,547 12,625 11,738 7,352 10,846 17,421 10,235

SEC Average MHI by SEC (In Rs.)
All India Top 25 cities Top 6
cities
Sample Base 58,293 18,687 4,568 800 800 798 758 613 799
SEC A 14,811 16,701 17,965 15,364 22,103 17,289 17,386 15,971 21,838
SEC B 11,012 12,081 13,032 12,574 14,835 10,188 13,142 13,180 13,095
SEC C 8,262 9,768 10,400 11,143 10,385 6,265 10,951 11,103 8,226
R1 7,102 - - - - - - -
SEC D 6,741 7,770 8,239 9,518 7,976 5,521 8,982 9,340 7,392
R2 6,738 - - - - - - -
SEC E 5,785 7,397 7,386 8,515 7,472 3,132 8,625 8,445 4,809
R3 5,571 - - - - - - -
R4 4,973 - - - - - - -
49
Average MHI by SEC
• Socio economic class R1 has higher average MHI than urban SEC D, while R2 has higher MHI than SEC E

Income source %age of Indian Households
cities
Top 6
cities
Sample Base 58,288 37,912 20,376 18,687 4,968 800 800 798 758 613 799
Salary Income 43% 57% 36% 67% 65% 64% 66% 73% 46% 93% 48%
Professional/
Business Income 33% 28% 36% 28% 29% 35% 36% 26% 33% 4% 44%
Remittances
from abroad 0.1% 0.2% 0.1% 0.1% 0.1% - - - - 1% 0.2%
Remittances
from India 0.2% 0.2% 0.2% 0.1% 0.1% 0.1% - 0.1% 0.1% - 0.1%
Rent 1% 1% 1% 1% 1% 0.1% 0.2% 1% 0.3% 0.4% 3%
Interest/
dividend etc.
from investment 0.3% 0.2% 0.3% 0.1% 0.1% - - - - - 1%
Others 19% 9% 23% 5% 4% 1% 0.2% 2% 14% 0.1% 6%
Didn’t disclose 9% 7% 9% 2% 3% 2% 1% 1% 8% 3% 1%
Source of household income
50
• Nearly 2 in 5 of all Indian households (43%) have ‘salary’ as their income source (more so in urban areas at 57%);
In the rural areas, the business/professional income is as big a source of household incomes as salaries (at 36%)
• Chennai has the highest proportion of households for whom salary is the main source of household income (93%)

Earning
members
cities
Top 6
cities
Sample Base 58,288 37,912 20,376 18,687 4,968 800 800 798 758 613 799
1 Member 72% 74% 70% 76% 79% 80% 64% 83% 84% 91% 76%
2 Members 19% 18% 20% 16% 15% 16% 23% 13% 10% 7% 17%
3 Members 6% 5% 7% 5% 4% 3% 9% 2% 3% 2% 5%
4 Members 2% 2% 2% 2% 1% 1% 3% 1% 1% 0.4% 1%
5 or more
members 1% 1% 1% 1% 1% 0.3% 1% - 2% 0.4% 1%
Avg earning
member/HH 1.4 1.4 1.4 1.4 1.3 1.3 1.6 1.2 1.3 1.1 1.3
Family size 4.6 4.3 4.7 4.1 3.9 340.0% 5.0 3.5 3.7 3.8 4.2
%age of
earning
member/HH 30% 33% 30% 34% 33% 38% 32% 34% 35% 29% 31%
Earning members in the family
51
• 72% of the Indian households have only 1 earning member in the family
• Rural areas have marginally more multiple income households at 30% (26% in urban areas)
• Mumbai has the highest proportion of earning members in its households while Chennai has the
lowest proportion of earning members in its households

Occupational Profile
of CWE
Average earning member
cities
Top 6
cities
Sample Base 58,293 37,917 20,376 18,692 4,568 800 800 798 758 613 799
Unskilled/Skilled Workers 1.4 1.4 1.4

    1.4

   1.3

1.3

1.5

   1.3

   1.4

1.1

    1.3
Shop Owners/Petty
Traders/Business owners 1.3 1.4 1.3

      1.3

   1.3

1.2

1.5

   1.2

   1.2

1.2

    1.4
Self-employed Professionals 1.3 1.4 1.2

1.3

  1.4

1.2

2.3

   1.3

   1.2

1.1

    1.8
Junior Level 1.3 1.4 1.2

1.3

   1.3

1.2

1.5

   1.1

   1.2

1.2

    1.3
Mid/Senior Level 1.3 1.7 1.3

    1.3

   1.5

1.3

1.9

   1.3

   1.4

1.3

    1.6
Average earning members by
occupation
52
• Delhi has the highest no. of earning members in the household
• Households in Delhi with CWE working at middle/senior level in a corporate or as self employed
professionals has relativily highest no. of earning member in the household

Ownership
status
cities
Top 6
cities
Sample Base 58,288 37,912 20,376 18,687 4,968 800 800 798 758 613 799
Owned -
Inherited 69% 50% 79% 36% 27% 19% 35% 20% 19% 49% 28%
Owned -
Purchased with
self fund 18% 23% 16% 28% 27% 43% 38% 26% 13% 6% 23%
Owned -
Purchased taking
a loan 2% 3% 1% 3% 3% 3% 4% 1% 3% 1% 2%
Rented - Taken
by self 9% 20% 3% 31% 40% 30% 20% 51% 61% 40% 42%
Rented -
Provided by
Employer 1% 2% 0.4% 2% 2% 1% 2% 1% 4% 0% 4%
Free
accommodation
provided by
Employer 1% 2% 1% 2% 2% 4% 1% 1% 1% 4% 3%
Ownership status of house residing in
53
• Almost 89% of all Indian households reside in a house that they own (more so in rural areas
where it stands at 96%)
• 77% of households in Delhi own a house; highest among all the top 6 cities
65% of Kolkata households live in a house that is taken on rent

Carpet Area %age of Indian Households
cities
Top 6
cities
Sample Base 58,288 37,912 20,376 18,687 4,968 800 800 798 758 613 799
Less than 250 Sq
ft 15% 23% 12% 29% 29% 29% 36% 16% 35% 5% 36%
250 - 500 Sq ft 35% 36% 34% 42% 46% 49% 41% 58% 41% 55% 31%
500 - 1000 Sq ft 30% 25% 33% 20% 18% 19% 21% 21% 15% 15% 17%
1000 - 1500 Sq ft 12% 9% 14% 5% 4% 2% 2% 5% 4% 6% 10%
1500 - 2000 Sq ft 4% 3% 4% 2% 1% 0.1% 0.1% 0.3% 3% 3% 4%
More than 2000
Sq ft 4% 4% 4% 2% 3% 1% 0.1% 0.3% 2% 16% 3%
Size of the house living in (carpet area)
54
• 65% of Indian households live in ‘mid size houses’ with carpet area between 250-1000 sq ft
• Chennai has the highest proportion of ‘large sized houses’ with carpet area more than
1500 sq ft

Financial
Assets
cities
Top 6
cities
Sample Base 58,288 37,912 20,376 18,687 4,968 800 800 798 758 613 799
Bank Account 47% 53% 43% 60% 59% 91% 84% 66% 30% 20% 25%
Accidental
Insurance 10% 14% 8% 14% 14% 22% 19% 6% 5% 4% 5%
Fixed Deposits 4% 7% 3% 6% 7% 6% 6% 17% 6% 1% 5%
Medical Insurance 2% 4% 1% 6% 7% 13% 5% 3% 1% 4% 4%
House Insurance 1% 3% 1% 3% 3% 3% 10% 0% 1% 0.4% 2%
Crop Insurance 1% - 1% - - - - - - - -
Chit Fund Deposits 1% 1% 0.3% 1% 2% 1% - 0% - - 22%
Demat Account 0.4% 1% 0.2% 2% 2% 6% 1% 0% 0.2% - 2%
Mutual Funds 0.3% 1% 0.1% 1% 1% 1% 1% - - - 1%
Invested in Shares 0.2% 1% 0.1% 1% 1% 1% 0.3% 2% 0.1% - 2%
RBI/Govt. Bonds 0.2% 0.2% 0.1% 0.4% 0.3% 1% - 0.2% - - -
Financial Asset Ownership
55
• More than half of the CWE of the urban households have a bank account (53%)
• Mumbai households show relatively greater preference for bank accounts (91%) and Demat account (6%)

Financial
Assets
cities
Top 6
cities
Sample Base 58,288 37,912 20,376 18,687 4,968 800 800 798 758 613 799
Bicycle 58% 47% 63% 31% 24% 15% 29% 43% 33% 15% 17%
Car 5% 13% 1% 7% 6% 7% 9% 10% 3% 3% 4%
Scooter 7% 11% 5% 7% 7% 2% 9% 9% 1% 8% 15%
Motor Cycle 17% 26% 12% 22% 15% 13% 20% 19% 7% 8% 28%
Commercial
vehicle 2% 1% 2% 1% 1% 1% 2% 1% 1% 0.1% 1%
Vehicle Ownership
56
• Majority of Indian households have only a bicycle as a vehicle (58%); even in the urban
areas (at 47%)
• 9% of Delhi households own a car while households of Hyderabad has the maximum
proportion of two – wheelers (43%)

69%
61%
73%
56%
40%
56%
79%
54%
25%
28%
31% 30%
49%
32%
20%
14%
38% 22%
6% 11%
4%
13% 11% 11% 13% 10% 6% 8%
17%
58%
70%
60%
23%
0.6%1%0.6%0.2% 0.4% 0.1% 0.4% 0.5% 0.4% 0.2% 0.3%
0%
25%
50%
75%
100%
Cities
Top 6
Cities
Silver Spoons
Wannabes
Balancers
Strugglers
Spending Power Classification*
57
• Nearly 3/5th
of urban households of India fall under the ‘Strugglers’ segment, with the
lowest ability to spend
• Relatively Mumbai households have the highest ability to spend, with 49% of them having
moderate ability to spend (Balancers) and 12% having adequate to high ability to spend
• Hyderabad (17%) has the highest proportion of households with adequate ability to spend
(Wannabes)
Sample Base: 58,288 37,912 20,376 18,687 4,968 800 800 798 758 613 699

(by the ‘ability to spend’ of the households)
*Classifying ‘Spending Powers’ in India
Note – The ‘spending power’ of a household has been calculated as an index by taking into account its current status on 5 economic parameters – Current Income (per-capita
monthly household income), Current Short-term stretch-ability of Income (type of credit card owned), Current Short-term shrink-ability of Income (type of loan running in the
household), Long-term past economic standing (house and type of vehicle owned in the house), Long-term economic future prospects (hierarchy of occupation of the chief wage
earner of the household)

Key Findings
Household consumption consumer durables

Household
Assets
cities
Top 6
cities
Sample Base 58,288 37,912 20,376 18,687 4,968 800 800 798 758 613 799
Color TV 55% 69% 49% 79% 80% 93% 79% 91% 51% 84% 90%
VCD/DVD Player 29% 42% 23% 49% 51% 64% 51% 55% 25% 74% 49%
Black & White
TV 17% 14% 18% 8% 7% 3% 2% 3% 22% 5% 5%
Music System 10% 17% 6% 21% 23% 38% 27% 16% 13% 9% 24%
Transistor/Radio 8% 11% - - - - - - -
Portable music
player 6% 10% 4% 15% 18% 32% 23% 5% 6% 10% 23%
Regular Camera 5% 9% 3% 10% 9% 18% 10% 11% 6% 3% 6%
Digital Camera 2% 4% 1% 7% 9% 14% 15% 8% 2% 3% 5%
Video Camera 1% 1% 0% 2% 3% 2% 8% 1% 1% 0.4% 4%
Video
Game/P’station 2% 3% 1% 5% 5% 5% 9% 1% 2% 7% 12%
Household Asset – Current Ownership
60• Urban households show significantly higher ownership levels of most household assets

Household
Assets
cities
Top 6
cities
Sample Base 58,288 37,912 20,376 18,687 4,968 800 800 798 758 613 799
House 89% 76% 96% 66% 56% 64% 77% 48% 35% 56% 52%
Bicycle 58% 47% 63% 31% 24% 15% 29% 43% 33% 15% 17%
Cable
connection 41% 56% 34% 65% 71% 89% 77% 89% 45% 42% 85%
Food Processor 19% 33% 13% 44% 44% 77% 26% 42% 3% 81% 50%
Fridge 17% 30% 11% 40% 37% 64% 47% 28% 15% 31% 26%
Washing
machine 3% 8% 1% 11% 11% 13% 20% 12% 3% 6% 9%
Land/Plot 15% 7% 19% 3% 2% 1% 2% 0.1% 1% 0.2% 6%
Tubewell/Pump 7% 0.0% 10% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0%
Toaster/S’wich
Maker 2% 3% 1% 5% 5% 10% 5% 2% 0.4% 0.2% 2%
Microwave 1% 4% 0.3% 6% 6% 9% 12% 4% 4% 2% 2%
Air Conditioner 1% 3% 0.4% 4% 5% 4% 10% 3% 3% 5% 6%
Power back up 1% 2% 1% 2% 2% 0.4% 6% 4% 0.1% 0% 1%
Household Asset – Current Ownership
61• Urban households show significantly higher ownership levels of most household assets

Household
Assets
cities
Top 6
cities
Sample Base 58,288 37,912 20,376 18,687 4,968 800 800 798 758 613 799
Color TV 2% 1% 3% 1% 1% 3% 0.3% 0.1% 0.1% 1%
VCD/DVD Player 2% 2% 2% 2% 2% 6% 0.4% 3% 0.1% 1% 4%
Music System 1% 2% 1% 3% 3% 4% 0.1% 21% 0.1% 4%
Digital Camera 1% 2% 1% 2% 2% 8% 0.3% 1% - - 5%
B/ W TV 1% 1% 1% 1% 1% 2% 0.0% 3% 0.2% 1%
Transistor/Radio 1% - 1% - - - - - - - -
Portable music
player 1% 1% 1% 1% 1% 2% 0.1% 0.3% 0.1% 0.1% 7%
Regular Camera 1% 1% 0.4% 1% 1% 2% 0.2% 1% 3%
Video Camera 0.4% 1% 0.3% 1% 1% 1% 0.4% 0.2% 3%
Video
Game/P’station 0.2% 0.3% 0.1% 0.3% 0.3%
-
0.1% - - - 3%
Household Asset – Purchase Intention
(in next 1 year)
62

Household
Assets
cities
Top 6
cities
Sample Base 58,288 37,912 20,376 18,687 4,968 800 800 798 758 613 799
Cable
connection 2% 1% 2% 1% 1% 2% 2% 1% 2% 1% 1%
Fridge 1% 2% 1% 2% 1% 3% 1% 2% 1% 2% 1%
Food Processor 1% 2% 1% 3% 4% 1% 1% 2% 1% 3% 4%
Bicycle 1% 1% 2% 1% 2% 4% 1% 1% 2% 1% 2%
Land/Plot 1% 3% 1% 2% 2% 6% 1% 3% 1% 2% 2%
House 1% 1% 0.4% 2% 3% 11% 1% 1% 0.4% 2% 3%
Microwave 1% 1% 0.2% 1% 1% 1% 1% 1% 0.2% 1% 1%
Power back up 1% 1% 0.3% 1% 1% 1% 1% 0.3% 1% 1%
Air Conditioner 0.4% 1% 0.2% 1% 1% 4% 0.4% 1% 0.2% 1% 1%
Tubewell/Pump 0.4% 1% 0.4% 1%
Washing
machine 2% 1% 2% 1% 1% 2% 2% 1% 2% 1% 1%
Toaster/S’wich
Maker 1% 2% 1% 2% 1% 3% 1% 2% 1% 2% 1%
63
Household Asset – Purchase Intention
(in next 1 year)

Type of Color
TV
cities
Top 6
cities
Sample Base 58,288 37,912 20,376 18,687 4,968 800 800 798 758 613 799
Regular/Flat – 21
inch or less 48% 56% 44% 61% 58% 54% 69% 56% 46% 64% 67%
Regular/Flat – 22
inch- 29 inch 7% 12% 4% 15% 16% 30% 8% 32% 5% 15% 16%
Regular/Flat -
More than 29
inch 1% 1% 0.4% 2% 2% 5% 0.4% 3% 0.2% 4% 4%
LCD – Below 32
inch 0.3% 1% 0.1% 1% 1% 3% 1% 0.2% 0.2% 1% 3%
LCD – 32 inch 0.1% 0.3% 0.4% 1% 1% 1% 1% 0.2% 0.3% 0.2%
LCD - More than
32 inch 0.1% 0.1% 0.1% 0.2% 0.3% 0.1%
Plasma - 40 inch
and above 0.2%
Don’t own
currently 45% 31% 51% 21% 22% 7% 21% 9% 49% 16% 10%
Type of Color TV currently owned
64
• 69% of urban households own a TV with almost half of them owning a regular/flat TV of
size 29 inch or less
• Households in Bangalore has the highest proportion of regular/flat TV of size 22 – 29 inch

Color TV
brands
cities
Top 6
cities
Sample Base 42,586 30,300 12,286 15,494 3,969 750 672 760 545 523 719
LG 27% 27% 26% 29% 34% 21% 40% 45% 24% 28% 48%
Samsung 13% 15% 11% 15% 16% 17% 16% 12% 12% 26% 13%
Onida 13% 12% 13% 13% 11% 18% 12% 12% 9% 4% 9%
BPL 10% 10% 10% 8% 7% 2% 7% 10% 9% 4% 9%
Videocon 9% 9% 9% 11% 7% 14% 8% 4% 5% 2% 3%
Local brand 7% 7% 8% 3% 3% 1% 3% 2% 4% 7% 1%
Sony 3% 5% 2% 8% 12% 11% 4% 5% 26% 17% 11%
Phillips 3% 3% 2% 3% 3% 5% 3% 2% 5% 3% 2%
Akai 3% 2% 3% 3% 2% 4% 3% 1% 3% - 0.2%
Sansui 2% 2% 2% 3% 2% 3% 2% 4% 1% - 2%
Brand of Color TV currently owned – Top 10
65
• LG is the highest selling brand of Color TV with 27% of the urban households owning it
• Sony is owned by 5 % of urban households with the proportion being highest in Kolkata

Type of
computer
cities
Top 6
cities
Sample Base 58,288 37,912 20,376 18,687 4,568 800 800 798 758 613 799
Desktop 4% 12% 1% 8% 6% 12% 6% 34% 5% 5% 9%
Laptop 1% 2% 0.1% 1% 2% 3% 2% 4% 2% 0.4% 0.3%
Don’t own
currently 95% 87% 99% 91% 93% 85% 94% 93% 94% 95% 90%
Type of computer currently owned
66
• 12% of urban households own a desktop and 2% of them own a laptop
• Households in Mumbai has the highest proportion of laptop owners

Computer
brands
cities
Top 6
cities
Sample Base 3,265 2,910 355 1,305 317 51 45 43 85 25 68
Assembled 23% 25% 17% 26% 26% 6% 24% 14% 30% 20% 47%
LG 17% 18% 12% 20% 14% 12% 4% - 23% 20% 14%
HCL 14% 14% 11% 12% 12% 24% 56% 6% 1% - 5%
Samsung 12% 12% 11% 14% 12% 18% - 6% 9% 33% 19%
HP/Compaq 11% 11% 12% 9% 13% 18% 24% 11% 15% - 5%
Dell 7% 7% 7% 6% 11% 3% 20% 28% 12% - 2%
Intel 5% 5% 4% 4% 4% 22% 1% -
Acer 4% 2% 15% 1% 1% 6% 4% - - - -
Intex 3% 2% 4% 3% 1% 8% -
Lenovo 2% 2% 1% 2% 5% 3% 12% 3% 3% 27% -
Sony 1% 1% 2% 2% 2% 3% - - 6% - -
Brand of computer currently owned – Top 10
67
• Most of the households have assembled computers
• LG is the highest selling brand of computer with 18% of the urban households owning it
• Sony is owned by 1 % of urban households with the proportion being highest in Kolkata (6%)

Type of Fridge %age of Indian Households
cities
Top 6
cities
Sample Base 58,288 37,912 20,376 18,687 4,968 800 800 798 758 613 799
Single Door –less
than 200 litre 12% 19% 9% 23% 19% 34% 14% 21% 7% 16% 15%
Single Door –
more than 200
litre 4% 8% 1% 10% 11% 9% 21% 5% 4% 12% 7%
Double Door –
less than 200
litre 1% 3% 0.3% 5% 6% 14% 8% 0% 3% 2% 4%
Double Door –
200-300 litre 0.4% 1% 0.2% 2% 2% 7% 3% 1% 1% 1% 1%
Double Door –
300-400 litre 0.1% 0.1% 0.2% 0.2% 0.4% 0.2% 0.2% 0.3% 0.1% 0.1%
Double Door –
more than 400
litre - - - - - - - - - - -
Don’t own
currently 83% 69% 89% 60% 63% 37% 54% 72% 85% 70% 73%
Type of fridge currently owned
68
• 17% of urban households own a refrigerator
• Households in Mumbai has the highest proportion of fridge owners
• Single door-less than 200 litre is most popular type of fridge among households, while Delhi shows
relatively greater preference for single door fridge with capacity more than 200 litre

Computer
brands
cities
Top 6
cities
Sample Base 22,289 18,026 4,263 9,518 2,135 522 449 418 227 241 278
LG 30% 30% 29% 27% 27% 29% 28% 33% 20% 24% 22%
Godrej 20% 20% 20% 22% 23% 20% 23% 16% 37% 14% 35%
Whirlpool 16% 17% 15% 16% 15% 11% 15% 21% 16% 30% 7%
Samsung 11% 11% 10% 12% 13% 19% 11% 15% 6% 14% 9%
Videocon 8% 8% 8% 9% 9% 10% 11% 7% 4% 8% 4%
Kelvinator 8% 6% 10% 6% 5% 1% 7% 5% 3% 4% 15%
BPL 2% 2% 2% 2% 2% 2% 4% 1% 1% - 1%
Onida 1% 1% 1% 1% 1% 2% 1% 0.4% 1% 1% 1%
Voltas 1% 1% 1% 1% 0.4% 1% 0.3% - 1% - -
Electrolux 1% 0.4% 1% 1% 1% 1% 0.3% 0.4% 0.4% 1% -
Brand of fridge currently owned – Top 10
69
• LG is the highest selling brand of fridge with 30% of the urban households owning it
• Whirlpool is relatively more popular in Bangalore while Godrej is popular in Kolkata &
Hyderabad

Type of
washing
machine
cities
Top 6
cities
Sample Base 58,288 37,912 20,376 18,687 4,968 800 800 798 758 613 799
S A single tub –
without
rinser/spinner 1% 2% 1% 2% 2% 1% 2% 3% 1% 2% 1%
S A – up to 6 kg 1% 3% 1% 5% 5% 4% 9% 4% 1% 1% 4%
S A – 6 kg or
more 1% 2% 0.1% 2% 2% 3% 5% 4% 1% 1% 2%
Fully Automatic
Top Load – up to
6 kg 0.3% 1% - 1% 2% 3% 3% 1% 0.2% 1% 1%
Fully Automatic
Top Load – 6 kg
or more 0.1% 0.3% - 1% 1% 1% 1% 1% 0.1% 1% 1%
Fully Automatic
Front Load – up
to 6 kg - - - 0.1% 0.1% - 0.1% - - 0.1% 1%
Fully Automatic
Front Load – 6 kg
or more - - - - - - - - - - -
Don’t own
currently 97% 92% 99% 89% 89% 87% 80% 89% 98% 94% 91%
Type of washing machine currently
owned
70
• 8 % of urban households own a washing machine, with the penetration being highest in Mumbai

Washing
machine
brands
cities
Top 6
cities
Sample Base 6,948 6,343 605 2,976 714 110 231 188 38 48 99
LG 30% 30% 33% 27% 26% 17% 32% 23% 30% 20% 22%
Whirlpool 19% 19% 20% 19% 20% 26% 15% 13% 15% 40% 24%
Videocon 15% 16% 12% 17% 12% 20% 11% 4% 14% 8% 11%
Samsung 14% 14% 13% 15% 17% 16% 20% 5% - 25% 25%
Godrej 6% 6% 6% 10% 11% 15% 11% 9% 24% 4% 5%
Onida 4% 5% 2% 4% 6% 3% 4% 24% 10% - 1%
BPL 3% 2% 4% 1% 1% 1% 1% - - - 5%
IFB 2% 2% 2% 1% 0.2% - - 0.4% - - 1%
Brand of washing machine currently
owned – Top 10
71
• LG is the highest selling brand of washing machine with 30% of the urban households owning it
• Whirlpool is relatively more popular in Chennai , Hyderabad & Mumbai

Key Findings
Household Consumption Inclination & Lifestyle Profile

Value
Propositions
cities
Top 6
cities
Sample Base 58,288 37,912 20,376 18,687 4,968 800 800 798 758 613 799
The cheapest in
price 41% 40% 41% 35% 34% 26% 42% 16% 31% 64% 31%
Gives basic
features at
reasonable price 47% 44% 48% 45% 47% 44% 38% 66% 56% 28% 47%
Gives better
features at
somewhat higher
price 8% 11% 6% 13% 13% 18% 12% 13% 9% 4% 19%
Have the best
available
features at
whatever price 4% 5% 4% 5% 5% 6% 8% 5% 4% 3% 2%
The most
expensive
available 1% 1% 1% 1% 2% 6% 0.1% 0.2% 1.8%
Value Orientation – Price-Quality Preference
73
• Almost half of all households in both urban and rural areas are ‘economy’ buyers
• Mumbai households have the largest proportion of ‘premium quality’ buyers (30%), while
Chennai has the largest proportion of ‘economy’ buyers (64%)

Buying
attributes
cities
Top 6
cities
Sample Base 58,288 37,912 20,376 18,687 4,968 800 800 798 758 613 799
Price 75% 71% 76% 70% 72% 60% 80% 79% 80% 77% 63%
Brand Image 59% 60% 58% 62% 59% 49% 63% 65% 52% 67% 60%
Performance
Quality 39% 42% 38% 56% 57% 55% 52% 37% 65% 79% 64%
Ease of usage 30% 27% 31% 28% 26% 28% 24% 36% 37% 5% 21%
Design and looks 22% 22% 22% 23% 22% 23% 33% 22% 20% 6% 15%
Premium/advanc
e features 16% 18% 16% 18% 20% 23% 22% 13% 19% 17% 24%
Shopping
experience 16% 15% 17% 16% 15% 19% 14% 16% 11% 9% 14%
Reputation of
the company
making the
product/service 12% 13% 11% 13% 12% 19% 9% 10% 4% 19% 18%
Buying Orientation: Important attributes
74
• Over 3/4rd
of all households (75%) give highest priority to ‘price’ when making buying choices in general. It is
closely followed by ‘brand image’ at 59% (probably indicates a buying logic that if the desired brand comes in the desired price they’ll take it, but if not then
they might go for the next desired brand that can come in the desired price)
• Functionality attributes (quality, usage, looks, features, etc) appear to be their ‘next’ set of priorities
• Households in Mumbai, Kolkata, Chennai & Hyderabad give relatively more importance to performance quality
than the brand image

Buying
attributes
cities
Top 6
cities
Sample Base 58,288 37,912 20,376 18,687 4,968 800 800 798 758 613 799
Ease of
payment/payme
nt options
available 9% 10% 9% 10% 10% 16% 5% 11% 5% 6% 13%
What most
people around
you are
bauying/using 9% 9% 9% 7% 7% 9% 5% 5% 4% 5% 10%
Recommendatio
n by
shopkeeper/deal
er 6% 7% 6% 6% 6% 5% 3% 12% 2% 8% 10%
Recommendatio
n by
friend/relatives/
colleagues 5% 4% 5% 4% 4% 1% 2% 9% 4% 3% 5%
The celebrity
endorsing the
brand 2% 2% 2% 2% 2% 1% 2% 2% 1% 3% 1%
Possibility of
buying online 0.4% 0.3% 1% 0.3% 0.3% 0.1% 0.3% - - 0.2% -
Buying Orientation: Important attributes (contd.)
75

Buying
attributes
cities
Top 6
cities
Sample Base 58,288 37,912 20,376 18,687 4,968 800 800 798 758 613 799
Price Buyer 41% 40% 41% 38% 42% 25% 44% 52% 50% 46% 36%
Image Buyer 39% 38% 40% 36% 31% 38% 28% 22% 33% 23% 34%
Functionality
Buyer 11% 14% 10% 16% 17% 26% 14% 8% 10% 27% 22%
Style Buyer 3% 3% 2% 4% 4% 4% 7% 6% 5% 0.1% 2%
Convenience
Buyer 5% 4% 5% 5% 4% 6% 5% 9% 2% 2% 4%
Word of Mouth
Buyer 1% 1% 1% 1% 1% 0.4% 1% 2% 0.4% 1% 1%
Know-tow Buyer 1% 1% 1% 1% 1% 1% 2% 1% 0.1% 1% 1%
Consumption Lifestyle Classification*
76
• 2 in 5 of all the urban & rural households in India is a ‘price buyer’
• Similar proportion of households in India is a ‘image buyer’ and gives relatively higher
importance to brand name
• Households of Mumbai, Chennai & Hyderabad consume/buy relatively more basis the
functionality of the object

*Segmentation of Indian Shoppers
Image Buyer
Considers ‘brand image’, ‘company reputation’ or
shopping ‘experience as most importance
Price Buyer Considers ‘price’ as most important
Functionality Buyer
Gives more importance to ‘performance’ quality and
‘advanced features’
Style Buyer Considers ‘design & looks’ as most important
Convenience Buyer
Gives conveniences like ‘ease of usage’, ‘ease of
payment’ and ‘online buying’ highest importance
Word-of-Mouth Buyer
Gives more importance to ‘recommendation’ by
shopkeeper, friends, relatives, colleagues, etc
Know-tow Buyer
Gets motivated most by what ‘others’ buy or is
‘endorsed’ by celebrities
(by product/brand ‘buying’ orientation)
Segmentation

83% 79%
85%
73%
59%
83%
89%
78%
11%
14%
15% 14%
15%
11%
30%
7%
12%
24%
5% 6% 5%
8% 9%
20%
5% 4% 2%
7% 12%
4% 6% 4% 1%
71%
66% 63%
10%
2% 1% 2%
1%
6%
0%
25%
50%
75%
100%
Cities
Top 6
Cities
Shopoholic
Shopenthusiast
Shopolazy
Shopophobic
Level of Consumption Impulse*
78
• Almost 4 in 5 of the urban households are categorized as ‘Shopophobic’ (ones who have low levels
of shopping orientation, hates shopping and shops only when it is necessary)
• Only 8% of the urban households show adequate to high shopping orientation
• Households of Bangalore followed by Mumbai show relatively greater orientation towards
shopping
Sample Base: 58,288 37,912 20,376 18,687 4,968 800 800 798 758 613 699

Shopophobic
Low Shopping Orientation
(hates shopping, shops only when necessary, buy
only what’s needed and only when things wear
out/break down)
Shopolazy
Moderate Shopping Orientation
(sees shopping as a chore, shops occasionally, buy
what’s required when things wear out/look
old/outdated)
Shopenthusiast
Adequate Shopping Orientation
(likes shopping, shops frequently, often buys what’s
trendy and willing to replace things even if they are
working/in good condition)
Shopoholic
High Shopping Orientation
(loves and enjoys shopping, compulsively buys when
shopping, picks up the latest and trendy to keeps
replacing/upgrading things regularly)
(by ‘orientation’ towards shopping)
Segmentation 1
*Segmentation of Indian Shoppers
Note – The ‘orientation’ towards shopping has been calculated by taking into account attitude of
shoppers on four parameters - Enthusiasm towards shopping, Frequency of shopping, Frequency of
replacing things at home and Keenness to buy what is latest and trendy. For each parameter, a 4-
point scale qualitative statement battery was administered to gauge the responses.

Spend heads Average monthly household expenditure (Rs.)
cities
Top 6
cities
Sample Base 58,288 37,912 20,376 18,687 4,968 800 800 798 758 613 799
Basic
food/grocery 1,852 2,112 1,732 2,292 2,423 2,454 3,083 2,335 1,860 2,694 1,979
Processed Food -
and beverages 265 308 245 321 358 260 350 406 371 453 361
Basic Toiletries 198 230 184 245 255 221 262 282 245 319 232
Cosmetics/Groo
ming products 164 204 144 217 235 195 196 251 332 323 234
Rent 845 1,029 639 1,100 1,234 890 1,326 1,614 606 1,563 1,559
Telephone Bill 303 367 268 417 430 512 431 459 295 570 289
Electricity Bill 290 362 252 432 413 408 550 340 413 351 267
Kitchen Fuel 309 361 285 366 371 346 458 348 325 366 314
Monthly Household Expenditure: Common
head spends
80
• Both urban & rural households spend the largest share of their income on basic
food/grocery; spend being highest in households of Delhi
• Households of Bangalore spend nearly half of their monthly spend of basic food/groceries
on rent

Monthly Household Expenditure: Common
head spends (contd.)
81
• Households of Delhi spend relatively more on transport/conveyance
• Kolkata & Chennai households spend relatively more on indoor & outdoor entertainment
respectively
Spend heads Average monthly household expenditure (Rs.)
cities
Top 6
cities
Sample Base 58,288 37,912 20,376 18,687 4,968 800 800 798 758 613 799
Transport/Conve
yance 363 450 323 536 522 456 722 529 280 388 368
Indoor
entertainment 316 375 278 389 451 394 487 437 516 486 436
Outdoor
entertainment 362 471 288 521 574 549 595 684 361 754 506
Loans & other
liability
payments 898 1,477 743 1,396 1,386 2,182 513 1,725 822 1,814 1,915
Farm Equipment
running cost 278 - 438 - - - - - - - -
Cattle
feed/fodder 317 - 474 - - - - - - - -

Annual Household Expenditure: Common
head spends
82
• Households of Delhi spend relatively more annually on clothing, footwear & fashion
accessories
• Households of Chennai spend more on Gold/precious jewelery
Spend heads Average yearly household expenditure (Rs.)
cities
Top 6
cities
Sample Base 58,288 37,912 20,376 18,687 4,968 800 800 798 758 613 799
Clothing 3,349 3,790 3,146 4,121 4,364 5,652 4,890 4,107 3,063 4,425 4,166
Footwear 1,008 1,158 939 1,285 1,379 1,137 2,639 1,108 975 730 883
Fashion
accessories 998 1,163 904 1,329 1,546 1,395 2,010 1,088 1,084 1,872 946
Watches 982 1,021 956 1,039 1,102 1,092 1,108 2,102 682 851 1,038
Gold/Precious
Jewelry 5,147 5,554 4,896 6,069 5,420 6,581 5,131 4,822 3,500 14,541 2,376
Vehicle
maintenance 2,136 2,496 1,917 2,520 3,151 2,156 3,392 1,395 1,259 2,549 7,768
Durables/Applia
nce purchase 2,094 2,546 1,779 2,335 2411 2,355 2,030 3,024 4,534 1,302 2,696
Holidays 2,681 3,004 2,275 3,755 3607 4,284 3,199 2,847 4,073 4,170 5,671

Annual Household Expenditure: Common
head spends (contd.)
83
• Households of Kolkata & Chennai spend annually the highest towards financial
investments & savings respectively
Spend heads Average yearly household expenditure (Rs.)
cities
Top 6
cities
Sample Base 58,288 37,912 20,376 18,687 4,968 800 800 798 758 613 799
Financial
investments 6,495 7,076 5,979 7,474 8,342 6,870 8,247 11,672 15,173 4228 2884
Savings 10,422 11,150 9,886 13,310 12,251 13,163 11,760 14,971 2,518 64,891 6,719
Farm
Equipments
Purchase &
Repair 1,980 - 1,978 - - - - - - - -
House/Roof
repairing 1,663 - 1,661 - - - - - - - -
Cattle Purchase 4,283 - 4,277 - - - - - - - -
Seed Purchase 2,428 - 2,427 - - - - - - - -

Type of loan %age of Indian Households
cities
Top 6
cities
Sample Base 58,288 37,912 20,376 18,687 4,968 800 800 798 758 613 799
Home Loan 2% 2% 2% 1% 0.8% 0.4% 0.3% 1.3% 1.1% 0.4% 1.5%
Two Wheeler
Loan 1% 1% 1% 1% 0.4% 0.1% - 0.5% 0.1% 0.9% 0.9%
Education Loan 0.6% 0.3% 1% 0.1% 0.1% 0.1% - 0.6% - 0.2% 0.1%
Business Loan 0.6% 0.4% 1% 0.2% 0.2% 1% - 0.1% 0.1% 0.1% 0.3%
Car Loan 0.3% 1% 0.1% 0.3% 0.1% - 0.1% 0.1% 0.1% 0.3% 0.1%
Consumer
durable Loan 0.2% 0.1% 0.2% 0.1% 0.1% 0.1% - - - 0.4% 0.1%
Seeds/Fertilizer
Load 5% - 7% - - - - - - - -
Agriculture Loan 1% - 2% - - - - - - - -
Loan for Land 1% - 1% - - - - - - - -
No loan liability 89% 96% 86% 98% 98% 99% 100% 97% 99% 98% 97%
Current loan liability
84• Almost 9 out of 10 households do not have a currently running loan obligation

Investment Status Classification*
85
• Almost 2/3rd
of all urban households do not invest in any financial instruments and are
therefore classified as ‘Non-Investing’
• Among those households who have invested in at least one financial instrument, nearly
1 in 5 have invested in single financial instrument
• Households of Mumbai, followed by Hyderabad & Delhi have show higher propensity to
invest in multiple financial instruments
67% 66% 68% 66%
43%
66%
83%
93%
21% 20% 20% 21%
31%
23% 18%
13%
4%
36%
11% 13% 10% 14% 14%
26%
10% 12%
4% 3%
8%
1% 1% 1%
55%
69%
64%
22%
1%1% 1%
0%
25%
50%
75%
100%
Cities
Top 6
Cities
Swimmers
Dippers
Shallows
Non-Investing
Sample Base: 58,288 37,912 20,376 18,687 4,968 800 800 798 758 613 699

*Household Segmentation by Financial Investments
(by ‘number’ of financial instruments invested in)
Non-Investing No financial instrument invested in
Shallows Invested in only 1 financial instrument
Swimmers Invested in 2-3 financial instruments
Deep Divers
Invested in 4 or more financial
instruments
Segmentation 1

Top 25 Cities
88
Top 25 Cities
1 Delhi 14 Lucknow
2 Kolkata 15 Nagpur
3 Mumbai 16 Patna
4 Chennai 17 Indore
5 Bangalore 18 Vadodara
6 Hyderabad 19 Nashik
7 Thane 20 Agra
8 Ahmedabad 21 Bhopal
9 Pune 22 Ludhiana
10 Kalyan-Dombivali 23 Faridabad
11 Surat 24 Ghaziabad
12 Kanpur 25 Meerut
13 Jaipur

City type classification by market size
89
City list by market
size

City type classification by population
90
City list by
population

Urban SEC grid
91
Urban SEC grid

Rural SEC grid
92
Rural SEC grid

Indian households socio-economic and home durable ownership profiling

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