India Plugged gives a deeper profiling of how Indian households differ in their home durable ownership patterns, including the ‘quality’ of ownership of some key durables. Details about their location, economic status, household and financial assets ownerships, monthly and annual household expenditure on main spend heads, holiday preferences, media usage and household consumption and brand preferences

1. India Plugged 2010
Demographic & Consumption Lifestyle profiling of Indian Households by Home Durable Ownerships

2. Highlights!
• Households segmented and profiled on both the ‘number’ of home durables owned as
well as the ‘quality’ of home durables owned
• 15 mainline home durable ownerships mapped, with ‘quality’ of durable captured for
6 of them (TV, Fridge, Washing Machine, Camera, Computer, Water Purifier)
• Segmentation and profiling based on one of the largest single survey in the country -
covering over 57,000 households across all the mainland states and UT’s, using ‘2-
stage random sampling’ methodology
• Detailed consumption lifestyle profiling of these households

3.  Most ‘recent’ and ‘representative’ survey-based estimates of home
durable ownerships in urban and rural India
Estimates based on a very large land survey of over 57,000 households spread across all mainland states &
union territories of the country. Survey conducted in Apr–May 2010 covering 37,000 households in 101 cities and
20,000 households in 1,000+ villages
 A highly ‘comprehensive’ profiling of Indian households – in their
demographics, economic status and consumption lifestyles
A deeper profiling of how Indian households differ in their home durable ownership patterns, including the
‘quality’ of ownership of some key durables. Details about their location, economic status, household and
financial assets ownerships, monthly and annual household expenditure on main spend heads, holiday
preferences, media usage and household consumption and brand preferences
Study Overview

4. Study Methodology
 A large-scale land survey was conducted to estimate and profile Indian families, their home
durable ownerships and consumption lifestyle. The survey covered ‘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

5. Household Segmentation by Home Durable Ownerships
(by ‘number’ of home durables owned)
Primitive No home durable owned
Simplistic Own up to 3 home durables
Standard Own 4 – 6 home durables
Modern Own 7 - 9 home durables
Avant- Garde Own 10 or more home durables
Segmentation 1
(by ‘quality’ of home durables owned)
Segmentation 2
Home Durables List – TV, Fridge, Washing machine, Microwave, Air
conditioner, Camera, VCD/DVD player, Music system, Ipod/ MP3
player/walkman, PC/laptop, Video game/play station, Video
camera/camcorder, Food processor/mixer-grinder/juicer/hand
blender, Toaster/sandwich maker, Water purifier
Basic HDO
B/W TV or Regular/Flat Color TV <21’, Single Door
Fridge, No Washing Machine or SA Washing
Machine, Any other durable (optional)
Functional HDO
Regular Flat TV 21’ or >21’, Single Door Fridge or
Double Door Fridge < 300L, No Washing Machine
or SA Washing Machine, Any other durable
(optional)
Upscale HDO
Regular Flat TV >21’ or LCD TV, Single Door Fridge
or Double Door Fridge <> 300L, No Washing
Machine or Automatic Washing Machine,
Microwave or Computer (PC/Laptop), Any other
durable (optional)
Hi-Tech HDO
LCD/Plasma/LED TV, Single Door Fridge or Double
Door Fridge <> 300L, Automatic Washing Machine,
Laptop or Microwave, Any other durable (optional)
Other HDO
Households that do not fit into the above
segments

6. • The findings of the ‘India Plugged 2010’ study are available as query-based
online datasets with data presented as tables/graphs/charts
• They can be bought as an ‘independent supplementary dataset’ or as part of
the larger ‘household master dataset’
‘India Plugged 2010’ is one of the ‘category’ study from Juxt and is part and parcel of its larger mega offline syndication offering
called ‘India Consumer Landscape’. India Consumer Landscape incorporates many such category studies which are called
supplementary studies or datasets
Each of the supplementary study or dataset presents findings at a specific ‘consumer segmentation’ level or a specific ‘product
category’ level (see next slide for a detailed view of all master and supplementary datasets on offer under the umbrella of
‘India Consumer landscape’)
Reporting
Note: Reporting of any supplement dataset is subject to collection of sufficient sample responses in the survey

7. Indian Shoppers
Shopping Orientation & preferences
Juxt India Consumer Landscape Syndicated Study Datasets
Product Category
Datasets
India Mobile Mobil Service &
Handsets
India Bytes Personal Computers
India Drives Automobiles
India Banks Personal Banking
India Insured Life, Gen Insurance
India Plugged Home Durables
India Drinks Alcoholic Drinks
India Smokes Cigarettes
India Grooming Personal Care
India Pack Foodies
Processed
Food
Individual Consumer Master
Dataset
Master Datasets
All Household Profile Data
Household Master Dataset
All Individual Profile Data
Language, Community, Caste, Religion
India Societal Landscape
Lifestyle Diseases & Medication Preferences
India Health Check
India Hooked
Indian Urbanites Urban SECs
Indian Ruralites Rural SECs
Indian Families Family composition & lifecycle stage
Indian Generations Generational Age groups
India Spending Powers Ability to Spend
India Consumer Lifestyles Ability to Spend +
Inclination to Spend
India Affluents The Uppies & The Rich
Indian HOH Chief Wage Earners of the Households
Indian Women Women Consumers
India Investing The Financial Investors
Dominant & Integrated Media Usage
(TV, Print, Radio, Internet)
Holidays & Travel
India Holidays
Consumer Segment
Datasets

8. Pricing*
* 10.3% service tax extra
Household Master Dataset
Rs. 400,000
(Data for all home durables individually)
(All available data at the household level)
(At all geographic levels – all India, urban, rural,
state-wise, town class-wise, village class-wise,
urban district-wise for top 25 urban districts)
* Key Findings PowerPoint Report for any dataset (only on order) – Rs. 50,000 per dataset
Single Supplementary Datasets
Combo Datasets
Note: Reporting of any segment level dataset is subject to collection of sufficient sample responses at that segment level in the survey
‘India Plugged’ Dataset 1 - Segmentation by
‘number’ of home durables owned
Rs. 150,000
(all household data but segmented only by ‘no.’ of home durables owned)
‘India Plugged’ Dataset 2 - Segmentation by
‘quality’ of home durables owned
Rs. 150,000
(all household data but segmented only by ‘quality’ of home durables owned)
‘India Plugged’ Dataset 1
+
‘India Plugged’ Dataset 2
Rs. 240,000
+  Rs. 500,000

9. • Payment Terms : 50% advance, 50% after delivery of all datasets/reports
• Delivery Timeline : ‘India Plugged’ Datasets 1 or 2
3 days from date of order after 30th
August 2010 (1 week if both datasets)
: Household Master Dataset
Anytime on order after 30th
August 2010
: PowerPoint Report
1 week per dataset report each from date of order after 30th
August 2010
• Reporting Format : Query access based online dataset
Payment Terms & Delivery

10. India Plugged 2010
(Information Coverage)
Size Estimates of Home Durables
(All India, Urban/Rural, Zone-wise, State-wise, City-type wise, Village-type wise, For top 25 urban districts)
• Size estimates of households owning individual home durables, penetration levels of individual home durables , expected change in
penetration levels of these home durables in next 1 year
• Size estimate of household segments by ‘number’ of home durables owned
• Size estimate of household segments by ‘quality’ of home durables owned
Home Durable Ownership Details
• For each home durable, the ‘numbers’ owned by households and planning to buy in next 1 year (B/W TV, Color TV, Fridge, Washing
Machine, Air Conditioner, Microwave, Music system, Portable music player, VCD/DVD player, Regular Camera, Digital Camera, Video
Camera, Computer, Video Games, Food processor, Water purifier, Toaster/Sandwich maker, Power backup)
• Type of durables owned, numbers owned and brands owned for the following home durables (Color TV, Fridge, Washing Machine,
Camera, Computer, Water Purifier)
• Home durables planning to buy in next 1 year (B/W TV, Color TV, Fridge, Washing Machine, Air Conditioner, Microwave, Music system,
Portable music player, VCD/DVD player, Regular Camera, Digital Camera, Video Camera, Computer, Video Games, Food processor, Water
purifier, Toaster/Sandwich maker, Power backup)
• Type of durable and brand likely to buy in next 1 year for the following home durables (Color TV, Fridge, Washing Machine, Camera,
Computer, Water Purifier), Expected change in brand ownerships in next 1 year for each of these durables class
• Household classification by current ownership vis-à-vis likely to buy for each of these assets (intending replacement buyer, intending
first time buyer, non-intending current user, non-intending non-user)

11. India Plugged 2010
(Information Coverage)
Geographics of Home Durable Owning Households
• Region, State, Urban/Rural area, City Type/Village Type, Top 25 individual urban districts
Household’s Socio-Economic Profile
• Monthly Household Income (MHI), Sources of Household Income, No. of earning members in the family, Average per capita household
income, Spending power classification, Ownership status and size (carpet area) of house living in
• Total monthly household expenditure (MHE), MHE as % of MHI, Total annual consumption expenditures
• Other household assets owned in the household (House, Land, Car, Motorcycle, Scooter, Bicycle, TV Connection, Mobile phone, Landline
phone, TV Connection type), Additional assets in rural areas (Tractor, Tube well/Pump, Transistor/Radio)
• Financial asset ownerships (Saving Bank Account, Fixed Deposit, RBI/Govt. Bonds, Demat Account, Medical Insurance, Accidental
Insurance, House Insurance, Mutual Funds, Company Shares/Stocks, Chit Fund Deposits, Crop Insurance)
• Loans currently running in the household (both number and type of loans), type of loan likely to take in next 1 year
• Family size, Family classification by lifecycle stage
• Religion , Community, Caste, Preferred language of reading
• Highest occupation and education level in the household, Neo-SEC Classification
• CWE Occupation, CWE Education, CWE Medium of Education, Conventional SEC classification (CWE occupation-education)
• CWE’s Consumption Lifestyle classification, Level of Socialization, Level of Consumption Impulse, Buying Orientation
• Users per household – computer users, internet users, mobile users, saving account holders, credit card holders, drive automobile, drink
alcohol, smokers, suffer from a serious lifestyle disease

12. Household’s Consumption Lifestyle
• Usage of some Personal Care Products (Face cream, Deodorant, Body lotion/Moisturizer, Lipstick, Hair color, Face wash, Fairness
cream, Shampoo, Conditioner, Hand wash, Hair oil, Hair cream/gel, Toilet Paper)
• Usage of some Processed Food Products (Packaged vegetables, Noodles, Ketchup/Sauce, Cold drinks, Bottled/Mineral water, Packaged
Fruit Juice, Chocolates, Packaged snacks (chips, namkeen), Cornflakes/Processed cereals, Chyawanprash, Cheese, Milk additive/
supplement, Eating Fast Food, Home delivery of Food)
• Usage of some Lifestyle Products (Jeans, Sports shoe, Readymade shirt, Readymade trouser, Watch, Travel by air, Stays in a 3 star or
above hotel, TV connection)
• Some Products in rural households only (Soap, Toothpaste, Tooth powder, Detergent Powder, Detergent Cake, Packaged Biscuits,
Refined Oil, Butter, Jam, Packaged Pickles, Battery/Cell, Travel by train, Stays in a hotel)
• Holidaying - whether holiday in India, frequency of taking such holidays, favorite destinations, Whether holidays abroad, frequency of
taking such holidays, favorite destinations
Media Usage (of only the respondent answering for the household and not of all members of the
household)
• Type of TV content watched and the most watched TV channels for each type (Entertainment/Serials/Reality Shows, News, Movies,
Music, Business News & Info, Spiritual/Devotional, Sports, Cartoon)
• Type of newspaper/magazine read and the most read brands for each type (Regular Newspaper, Business Newspaper, Regular Magazine,
Business Magazine)
• Most listened to radio channels
India Plugged 2010
(Information Coverage)

13. Contact Details
• Address : 3, Kehar Singh Estate, 1st Floor, Westend
Marg, Lane 2, Said-ul-Ajaib, New Delhi – 110030
• Telephone : +91-11-29535098, +91-9811256502
• Contact Person : Sanjay Tiwari
• Email : sanjay@juxtconsult.com
• Website : www.juxtconsult.com

14. Thank You!