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Decoding HNIs
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Introduction
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Inheritance; entrepreneurship Entrepreneurship Work benefits
Decoding the HNIs
The Inheritor
The Self-made The Professional
Source of wealth
Wealth preservation Self-recognition Self-actualization
Motives for wealth creation
Wealth needs to remain within the extended family
Wealth is unconditionally for immediate family Wealth is for family, but they
must strive to merit wealth
Attitude to perpetuation of wealth
Maintaining luxurious living Attaining luxurious living Value
Drivers of spending
Organized Informal Professional
Approach to investing
Source: T.O.P. India - CRISIL Research
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Net worth to increase around 5 times over the next 5 years
Rs. 65 Trillion 2011-12 (estimated)
Rs. 318 Trillion 2016 -17 (projected)
Source: T.O.P. India - CRISIL Research
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Metros account for more than half of the HNIs
Source: T.O.P. India - CRISIL Research
53.9% Metros
12.9% Other top
6 cities
14.6% Other
top 11-50 cities
18.6% Rest of India
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Education Background
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Most HNIs are better educated than their fathers
2.9% 9.8%
36.2% 13.5%
11.6% 9.0%
49.3% 67.7% Graduate
Post Graduate/Masters
Professional
Others
Fathers Self
Source: T.O.P. India - CRISIL Research
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Investment Trends
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Major portion of the total investments goes to equity, followed by real estate
34%
30%
29%
7%
Equity Real Estate
Debt Alternate Assets
Source: T.O.P. India - CRISIL Research
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Primary business is the source of main income, followed by the investments in land & properties
22.4% Success in primary business
19.6% By investing in land and properties
13.9% 11.5% 10.7% <7%
By investing in equity
Inheritance/ Rich benefactor
Consistent saving in low risk investments
Others
Source: T.O.P. India - CRISIL Research
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Allocation of the income
22.4%
28.3%
19.3% 19.7%
10.3%
28.2%
24.2% 24.1%
16.3%
7.2%
Expense Investment into the primary business
Investment for growing personal wealth
Savings Others
2010 2011
Source: T.O.P. India - CRISIL Research
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Spending Pattern
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Apparel and accessories shows highest rise in expenditure
0
50
100
150
Apparel / Accessor
ies
Vintage spirits/ Liquor
Jewelry/Precious stones/
Diamond
Luxury watches
Household
electronics
Exclusive holiday packs
Home decor/ Crystals
Art/ Artifacts
Luxury writing
instruments
2011 2010
Source: T.O.P. India - CRISIL Research
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Big fat weddings are the main occasion of gatherings
Wedding or Wedding related
ceremonies 71.9%
Business or professional
success 70.3%
Launch party 70.2%
Anniversary 50%
Source: T.O.P. India - CRISIL Research
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HNIs travel extensively
9.1%
22.3%
53.8%
71.40%
30.9%
52.4%
38.5%
28.60%
26.4%
18.4%
20.9%
3.9% 12.7% 3%
7.7%
Work / Business travel
related
With Family/ Friends/ Relatives
Sports/ Entertainment events
For an Art exhibition/ Auction
1 Trip
2 - 4 Trips
5 - 10 Trips
10 - 20 Trips
> 20 Trips
Source: T.O.P. India - CRISIL Research
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Most preferred destination – beaches followed by shopping
31%
16%
15%
10%
10%
8%
6% 4%
0% Beach locations
Shopping destinations
Mountain treks
Religious/ spiritual destinations
Medieval locations
Spa vacations
Gambling destinations
Theme locations
Others
Source: T.O.P. India - CRISIL Research
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Luxury Cars
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12.5%
14.8%
18.0%
BMW is the most aspired car brand, followed by Audi
7.8%
6.3%
6.3%
Others* > 5%
*Brands including Ferrari, Skoda, Rolls Royce, Range Rover, Land Rover, Jaguar, Hyundai, Nissan, Mahindra, Bugatti, Beetle, Porsche, Bentley are part of the ‘Others’
Source: T.O.P. India - CRISIL Research
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Ultra Luxury Cars
31.7%
SUV, the most preferred type of car
SUV / Crossover
38.7%
Sports Car / Convertible /
Roadster
17.1%
Others
12.5%
Source: T.O.P. India - CRISIL Research
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Frequency of car change
1.6%
14.0%
23.3%
36.3%
24.8%
Every year
Every 2 years
Every 3 years
More than 3 years
Not fixed
Source: T.O.P. India - CRISIL Research
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So who can be a HNI?
He is in his early forties, married, with a kid
An icon in the construction business and is as well respected as is popular
His social stature demands that he attend parties and socialize, thus class and sophistication are just as important. He tries to combine them all, to keep things simple
He works so hard, so he (and his family) deserve(s) the best money can buy; and has a “no compromise what-so-ever” policy when it comes to luxury and comfort
His profession demands that he travel widely and frequently, and thus comfort is supremely important to him
In the midst of work and socializing, he likes indulging in a little family time. They love going away for the weekend, and long drives, as it allows them to spend some quality time
He always takes into account his family’s tastes and opinions before making any big decisions
Source: Target Group Index (TGI)
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Media Habits
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Television has the maximum exposure, followed by outdoor
TV Outdoor
Newspapers Radio Internet
Cinema Magazines
98%
85%
36%
19% 18%
16% 8%
Source: Target Group Index (TGI)
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Newspaper is the most trusted medium, followed by TV
Newspapers TV Internet
Magazines
44%
23%
8% 6%
For in-depth analysis HNIs turn to
Newspapers TV Radio
Internet Magazines
41% 27%
9% 6%
1%
The most trusted source of NEWS and Information
Source: Target Group Index (TGI)
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Key driving factors for media choices
HNIs invest cautiously due to the slowdown
Have employed financial advisors/wealth managers
Sport events like Golf, Billiards, Derbies are loved by HNIs
Like to be invited for big fat weddings and other high profile events
Travel extensively for both official and personal purposes
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Thank You