The Indian Women
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A brief outlook on the Indian Woman, How she thinks to what she responds to. Insights on the mix of qualities that make the best
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The Indian Women
- 2. NO ATLAS CARRYING PAST BAGGAGE urban women are in the work 31% force, up from 13% in 1990 women are internet users in 23% touch with global trends Source: UNESCO
- 3. NORTH EAST Periphery of tradition Strong traditional Forefront of economic practices change Western influences started appearing WEST SOUTH Dual Income Emphasis on culture Modern yet family and religion oriented Strong expectation of quality and brand conscious
- 5. CAREER & MONEY lac women car owners lac credit card owners Source: TGI, 2003
- 6. 40% of IT enabled services workforce are women Owns cars, cell phones and works nightshift in a BPO Source: UNESCO
- 7. THE growth in Personal GROWING IMPORTANCE OF Care since 95 GROOMING growth in Color Cosmetics since 95 Source: Euro monitor
- 8. MY MUMMY Kid is the badge of her performance Mothers (as opposed to fathers) are BEST! fast-becoming role models of children
- 9. FAMILY FIRST Health of family and there well being is of utmost importance Nothing but the best cuts for when comes to the care of her family Best of both worlds
- 10. SENSE & SENSIBILITY She is a sensible and down to earth personality She knows what she is doing and evaluates her decision at each turn Woman of substance
- 11. RESULT Oriented She has a measurability criteria built in for each product and brand Any brand or product promise has to constantly delivered to maintain her loyalty Perform or Fail
- 12. YET A 5000 YEAR OLD CULTURE WILL MANIFEST ITSELF
- 13. VFM SEEKER Mirchi Factor Super saver deals Family packs New improved
- 15. SIZING UP THIS HYBRID FEMALE CONSUMER Market opportunities and bottlenecks
- 16. YIN-TERTAINMENT ECONOMY Trying out new experiences Internet cafes, coffee-houses Shopping has turned into shoppertainment The mall experience is not always about shopping
- 18. BRIDGING TWO WORLDS Women spend more time out of the house than ever before Increased physical freedom and financial empowerment Various bridge products adopted to connect the two Worlds Most Indian women buy a mobile phone to stay connected with kids, and close separation pangs
- 20. EQUAL PARTNERS IN MARRIAGE Buddy marriages where husband is more a friend than a boss Changed power equations Womens influence in high-value purchases and traditional male bastions
- 23. GETTING BUFF Being well-groomed is a ticket to success Need to stay youthful to fit in a world that is younger than ever Gyms and fitness clubs, youth soaps and creams
- 27. BEST FRIEND MOMS To feel more in control, moms try to forge filial friendship Listen to kids suggestions about their appearance Coax and persuade kids into doing things, than make them do it Moms are feeling out of control vis--vis kids upbringing Working moms feel guilty about not spending enough time Homemakers feel that as kids lead fuller lives, they are hardly under their watchful eye
- 30. CELEBRATING MULTIPLICITY OF ROLES Women are playing more roles in and out of the house Even homemakers are dealing with everyone from the electrician to the bank manager Working women especially lead a heroically hectic life Effortless juggling of home and job Dont want to fall short in the house because they work
- 32. TECHNO-WIZ Women are getting more technology-savvy Feel the attraction of credit cards, mobiles and computer Therefore, demand some level of technology in purchases Women buyers are demanding scientific product logic and processes in their brands Rise of kitchen logic in everything from detergents to refrigerator
- 35. REMIXED TRADITIONS Increasing exposure to western satellite and global lifestyles More responsive to the glamour of the west but staying within the boundaries of tradition Therefore the success of creative culture cocktails McDonalds offers Indianized fare like McCurry Pan, McAloo Tikki Burger and Maharaja Mac to cater to traditional Indian tastes The influence of fusion dressing
- 37. One in four women will earn more than her husband A younger, larger group of women consumers will emerge with unprecedented buying power They will make in-roads into the strong male domains The double income lifestyle will come to stay Women will increasingly marry for love They will embark on new careers & change careers no matter what Women will want to be portrayed as what they are stylish, modern, daring with their own character and not just one dimensional Women will choose their priorities. If its balance today, it will be more about taking control